The Win-Winner
Playboy Event Producer Goes from Nonprofit to Profitable
by Rachel Globus | Published in October 2007 Event Currents
Like many event professionals, Max Soto has traveled a career path with an unlikely trajectory, from growing up in Mexico to becoming president of his own company and producer of events at the Playboy Mansion.
Along the way, he studied political science at the University of California, Los Angeles — just a short drive away from the infamous Holmby Hills estate where he now produces several events annually — earned a master’s in international management, and launched and sold a restaurant business. Today, the 38-year-old’s company, Ace Entertainment Group, continues its original mission of producing fundraising events, and has expanded into the for-profit sector as well. Getting this far hasn’t been easy, but one basic tenet has helped Soto get what he wants and grow his business: Make sure everybody wins.
Event Solutions: What have been the keys to building your business?
Max Soto: You have to be resourceful and think outside the box. For example, I’m trying to get [Mexican pop singer Luis Miguel] for an event. So I call his agent, William Morris, and he tells me, “Oh no, he’s not performing. And he’s going to cost you half a million dollars.” Well, I’m not going to take no for an answer, and I’m not going to pay half a million dollars for an hour-and-a-half event for someone who’s great, but hasn’t really put out a record in a while. So I do a little research and come to find out that Luis Miguel is performing at an Indian casino here in California. I call the contact I know at another casino, and she knows the programming person at [the casino where he’s performing], and I find out he’s not charging half a million. So now I have a little bit more knowledge before I go back to the agent. You’ve got to use your connections.
ES: What suggestions would you pass on to other event pros?
MS: If I was to give advice to somebody getting into the business, it would be: Don’t be greedy. You have to make sure whoever you’re dealing with is going to get something in return. My rule is in every negotiation, make sure that everybody wins.
ES: Do you have any advice specifically for young Latinos getting into the events industry?
MS: I would say to not take no for an answer, always aim high and tip well. On another note, I think the Hispanic market is highly underserved as a market for all sorts of social/philanthropic events. This yields great opportunities to events companies willing to take a chance in catering to Latinos.
ES: How do you manage stress?
MS: Taking vacations is probably the best thing for stress. When outside your comfort zone, you can not only relax and regain perspective, but also get new ideas for events and steal industry details such as themes, entertainment, style or even a new color of table linens.
ES: Where will you be in 10 years?
MS: I hope to still be in the business of events. I’d like to do national events and take on New York City again, or maybe D.C. I would also like to be very involved in either music or sports marketing.
About the author: Rachel Globus
Rachel Globus is the former editor and education director for Event Solutions.