Jeff Krauss: Thriving In Celebrity Events & Pioneering Virtual Concepts

By Alberto Arellano

Celebrity events guru Jeff Krauss designed a powerful platform to thrive during all facets of event production. The platform allowed organic growth to blend with strategy and procedure, and a new virtual event platform he co-created evolved.

Krauss is the Managing Partner and Events Producer for IE Group and co-founder of the new digital platform FanRoom Live, an interactive virtual platform for fans to interact with their favorite celebrities. The key for Krauss to thrive in the events business is the meticulous planning, and a precise execution of a plan to introduce audiences to celebrities in new ways.

He entered the hospitality business because he enjoyed throwing parties. He had a knack for creating events that attracted celebrities, influencers and party-people. An enterprising spirit helped him to create the platform and attract opportunities.

“I started working with restaurants. I wanted to produce stellar events. I hosted dinner parties that attracted celebrities,” said Krauss. “It was very organic. It elevated the experience and increased visibility.”

But Krauss’ story is hardly an overnight success, even though it may seem so. His story is a gradual accumulation of all of the essential elements. Each element took time. He built a comprehensive list of contacts and relationships. Krauss networked to become personally more valuable and spur the evolution of his platform. Opportunities rose as he collaborated with celebrities to organize successful events and charitable fundraisers.

The key to a successful event for Krauss is providing great experiences for celebrities and VIP guests. Attendees felt they were insiders. Staff took care of their needs. The goal for Krauss was always to create the ultimate party. That included providing the best service in the best venues. Guests were most important. Their experience was the objective. Success requires networking, contacts, and partnerships. He partnered with Mich Faulkner, owner of 123Talent, Inc., specializing in celebrity talent booking for events.

“Just two friends trying to push each other and get ahead. We just wanted give celebrities and VIPs a great experience and elevate ourselves,” said Krauss about his work with Faulkner.

“You have to be able to create the event based on what the celebrity’s needs are,” said Krauss. “You must be on the innovative edge. You think ahead if a celebrity is in town. Knowing their details, you can plan what is appropriate.”

The challenges in planning the events include booking the best venues and the best vendors. Each unique event is designed around the celebrity. Catering to their needs and making sure the event reflects their personality and style. There are always details that Krauss looks for including the type of entertainment a client wants. The plan includes the type of DJ, theme, type of food, décor, and the type of catering.

“The biggest obstacle is finding a venue on a short notice that’s available that depends on the day of the week,” said Krauss about the last-minute obstacle.

For him, it is always about finding both the best and the right venue in the last minute, but still puts his best contacts in play when it comes to finding the right parts. To succeed in Krauss’ work, he must be prepared for the unexpected in the last minute.

“I just keep my head down and try to make it work for all sides for the artist and the venue,” said Krauss. “Honesty and transparency are the biggest key to understand a client’s needs.”

Rosario Dawson was the first celebrity he created an after party for a play she did in the early 2000s. That success spurred many successes. Over a decade ago, he put together the New York Giants Super Bowl party that was hosted by Ahmad Bradshaw, who made the game winning touchdown. He recently co-produced an event for the LA Dodgers raising money for the LA Children’s Hospital with Chris Taylor where George Lopez was the host, and Brett Young performed. It took place at Top Golf in Los Angeles that including golfing, DJ, and live performances. Last year Krauss also helped orchestrate the event for the Jackson family at their house for the 40-year anniversary of Thriller, one of the most notable songs from the late Michael Jackson. Krauss has put together various parties in many genres, from a birthday party to a dinner party, and afterparties that include Alicia Keys, Christina Aguilera, George & Amal Clooney, Megan Fox, Brooke Shields, Spike Lee, Connor McGregor and many others. His work includes working with the ESPYs and their celebrity golf tournaments and their afterparties, and the BET Awards week party that included rapper and actor Ludacris, Tichina Arnold, and Nicole Murphy.

As the COVID-19 pandemic had shut down in-person events and gatherings including affecting Krauss’ business. The partners reached out to their friend Cedric The Entertainer about an online format idea. The three of them designed a new way to raise money for charities and allow fans to interact with celebrities. Cedric The Entertainer encouraged them to go beyond the pandemic with the successful concept as the public continue to work from home. FanRoom Live was born and set into motion.

The first celebrity to appear on FanRoom Live was George Lopez as he raised money for his charity The George Lopez Foundation an hour before his Netflix special dropped “George Lopez: We’ll Do it for half”.

FanRoom Live, brought instant success. Fans have the ultimate experience as they are able to interact with a favorite celebrity, making it far better than being in the crowd at an in-person event. Krauss said it is easier for celebrities to speak to their fans virtually on the platform. Conversations are longer, more intimate and rewarding. Fans become more devoted and likely to book another celebrity FanRoom Live. Opportunities made the platform grow after the pandemic due to the social media burst during the time when outdoor events failed.

Celebrities such as Ice-T & Coco, Lamar Odom, Tommy Chong, D.L. Hughley, George Lopez, Perez Hilton, Morgan Fairchild, Tichina Arnold & Beth Behrs, Vanderpump Rules stars Jax Taylor & Brittany Cartwright, Alexander Ludwig, Kurt Angle, Paul Wight (formerly known as the Big Show in WWE), and many others have participated in FanRoom Live events. Fans have had intimate and personal conversations that they will remember and cherish for years to come.

“We produced FanRoom Live. We produced a concept. We came up with the vision. It was a team effort and we started to do FanRoom Live events,” Krauss said when creating the virtual interactive site. “We started pushing it out there.”

Krauss, Faulkner, and Cedric The Entertainer created a brand that enabled fans to interact with their fans “up close and personal”. The trio brought in Jae Benjamin and Stacey Toy, who serve as host, and co-host, and co-executive producers for FanRoom Live.

“People are on their phones and their computers with the idea of virtual events and ideas are there and are still there,” said Krauss describing the need for virtual services and events. “I see a lot more events happening and better technological uses on FanRoom Live. In the future “I see FanRoom Live having tremendous growth which the fan and celebrity interaction increases the experience, taking it to a new level.”

Krauss discussed integrating AI to make the FanRoom Live better through technology. For FanRoom Live, he does not envision AI running the platform with supervision due to the need for human aspects while the technology is in the early stages. Krauss, however, does believe AI will enhance the entire platform.

Krauss’ work in the events industry continues to be noticed by his network and colleagues. His creativity and hard work have set the platform ahead of alternative platforms. His intention to improve, evolve, and set FanRoom Live in a great position to continue to enhance the unique brand.