Star Power’s annual cocktail party is so cool, it’s trademarked.

When it comes to industry conferences, everyone knows the real action can be found somewhere between the wet bar and the pu-pu platter.

In the nine years since its founding, the Schmooze-a-Rama[R] cocktail party that accompanies PMA’s annual Star Power conference has taken on a life of its own. The event now often features dozens of industry bigwigs who – ahem – were too busy to make it to the first day of seminars. Not that you can blame them, because this party is more than your typical “cocktails in the show room” gathering.

Besides, they aren’t exactly gate crashers. Admission to Schmooze-a-Rama[R] doesn’t require registration for the conference. While Star Power is expected to draw about 500 attendees this year, at least another 100 should be mingling on the Fox back lot at the Schmooze.

“It’s a great way for people to communicate what they’re working on. All the studios are there,” says entertainment marketing vet Max Goldberg, who as Star Power’s co-founder (along with former Paramount exec Neil Newman) can also be called the co-father of Schmooze-A-Rama[R]. “In 1991, our first year, we had 13 or 14 booths. This year, there will be more than 30.”

The crowd has swelled over the years beyond just the entertainment glitterati. “This year, we’re seeing a lot of companies that aren’t necessarily entertainment-oriented,” says Goldberg, who these days earns his living as president of mySmart.com. “One of our goals this year is to get more attendees from corporate marketers,” adds Tom Baer, co-chair of Star Power 2000.

An additional draw for this year’s Schmooze-a-Rama[R] is a performance by Chicago-based improvisational comedy troupe Second City, whose alumni list reads like a who’s who of American comedy – Bill Murray, Dan Ackroyd, Martin Short, Mike Nichols, and Gilda Radner, just to name a few. Rumors are circulating (well, OK, it says so on the agenda) that the performance might include an appearance from one of the troupe’s famous graduates.

So enjoy the first day of Star Power presentations. Then hit the back lot, grab a drink and a bite, and schmooze, baby, schmooze!

Star Power’s annual cocktail party is so cool, it’s trademarked.

When it comes to industry conferences, everyone knows the real action can be found somewhere between the wet bar and the pu-pu platter.

In the nine years since its founding, the Schmooze-a-Rama[R] cocktail party that accompanies PMA’s annual Star Power conference has taken on a life of its own. The event now often features dozens of industry bigwigs who – ahem – were too busy to make it to the first day of seminars. Not that you can blame them, because this party is more than your typical “cocktails in the show room” gathering.

Besides, they aren’t exactly gate crashers. Admission to Schmooze-a-Rama[R] doesn’t require registration for the conference. While Star Power is expected to draw about 500 attendees this year, at least another 100 should be mingling on the Fox back lot at the Schmooze.

“It’s a great way for people to communicate what they’re working on. All the studios are there,” says entertainment marketing vet Max Goldberg, who as Star Power’s co-founder (along with former Paramount exec Neil Newman) can also be called the co-father of Schmooze-A-Rama[R]. “In 1991, our first year, we had 13 or 14 booths. This year, there will be more than 30.”

The crowd has swelled over the years beyond just the entertainment glitterati. “This year, we’re seeing a lot of companies that aren’t necessarily entertainment-oriented,” says Goldberg, who these days earns his living as president of mySmart.com. “One of our goals this year is to get more attendees from corporate marketers,” adds Tom Baer, co-chair of Star Power 2000.

An additional draw for this year’s Schmooze-a-Rama[R] is a performance by Chicago-based improvisational comedy troupe Second City, whose alumni list reads like a who’s who of American comedy – Bill Murray, Dan Ackroyd, Martin Short, Mike Nichols, and Gilda Radner, just to name a few. Rumors are circulating (well, OK, it says so on the agenda) that the performance might include an appearance from one of the troupe’s famous graduates.

So enjoy the first day of Star Power presentations. Then hit the back lot, grab a drink and a bite, and schmooze, baby, schmooze!