NEW YEARS EVE - 12/31/2004

Two Events
Total Expected Attendance: 6000 (3000+3000)
Average Ticket Price: $70.00




This New Year's Eve 2005, celebrated San Francisco-based event producers ANON SALON will once again raise their highly successful SEA of DREAMS NYE event in SAN FRANCISCO. This year however, ANON SALON will for the first time, also produce a parallel SEA of DREAMS NYE event in LOS ANGELES. Both events will take place in equally elegant and historic venues: the SF REGENCY CENTER in San Francisco and the PARK PLAZA in downtown Los Angeles.

SEA of DREAMS is not your average New Year's event. It is rather a multi-media cross-disciplinary extravaganza that draws artists, performers and partygoers from a wide variety of creative communities and age groups together in the creation of a completely unique event experience. Their San Francisco events have provided a showcase for the amazing spectrum of talent that resides in the Bay Area. The Los Angeles event will take a similar approach, teaming up with many Southern California colleagues and friends who have helped make the Northern California events such a huge success for the past three years.

For over twenty years, ANON SALON has shaped West Coast entertainment history by producing hundreds of events; unique theme parties, theater festivals, gallery shows, technology conferences and even street fairs for Burning Man fans both in San Francisco and Los Angeles. Largely unadvertised, but annually sold out, their New Year's SEA of DREAMS is one of the most lavish multi-media events of the year. Past year's performers have included ANON musical favorites; SOUND TRIBE SECTOR 9, HAMSA LILA, LOST AT LAST, MUTAYTOR, UK DJ FREQ NASTY, ELLEN FERRATO, LORIN, WICKED DJ'S GARTH and JENÖ, along with a host of other live bands, DJs, circus acts, cabaret and performance artists, interactive installations woven around the predominantly costumed revelers that are the signature touch of ANON SALON events.


The rules of raising events have changed dramatically in the past several years, largely due to the spread of the Internet, which has allowed alternative producers and promoters to efficiently reach and build loyalty from a targeted and alternative-hungry audience. The result is the rise of a new type of event, one which joins media-savvy producers with their communities to raise a new wave of non-commercial, unadvertised (except by e-mail) single events and large public gatherings. Largely collaborative and technologically cutting edge, they generally serve their particular theme by featuring music and performance artists within the context of theme specific decor, live art installations, lighting and video displays, walk-around theatrics and participatory activities. It is the costumed participants who through their own interaction actually provide the finishing artistic touches to the event.

At the forefront of this entertainment evolution has been ANON SALON, respected pioneers and acknowledged trend setters of the genre. BURNING MAN may have coined the motto "no spectators", but it is groups like ANON SALON that keep that ideal alive year-round. Artistically, ANON SALON builds on the long cross-disciplinary and avant-garde tradition. In San Francisco, event producers JOEGH BULLOCK, MARCIA CROSBY and MARK "SPOONMAN" PETRAKIS have been blurring the line between performer and audience for close to 25 years, along the way reflecting the changing face of San Francisco's most adventurous and creative communities. These three original partners in ANON SALON have been central to the alternative and underground art scene since the early 1980's. Collectively, they raised giant GLASHAUS parties in the 1980's, COBRA LOUNGE art vaudeville shows, the ICON BYTE BAR AND GRILL (the first Internet bar and cafe in SF), the award-winning CLIMATE THEATER, the world famous SOLO MIO PERFORMANCE FESTIVAL and FESTIVAL FANTOCCHIO OF NEW PUPPETRY. Besides producing the first official website for BURNING MAN, they also initiated San Francisco-based BURNING MAN parties called FLAMBÉ LOUNGES as well as the annual DECOMPRESSION and HEAT THE STREETS STREET FaIRES.

In the early 1990's, Joegh and Marcia merged with Petrakis' production group, pARTy/SCIENCE for the purpose of uniting the Bay Area art and technology communities in what proved to be immensely successful monthly "party/event/ performances" known as ANON SALON. Throughout this period, pARTy/SCIENCE also provided story and live event and conference consultant services to a host of corporations and research organizations.

Artist and concert producer MARK BAVA, from the Monterey Bay area, joined the mix in 1999. Soon after that, the first SEA of DREAMS NYE events were born. Now a Los Angeles resident, Mark Bava is co-owner of LITTLE PEDRO'S/BLUE BONGO CAFE and co-producer of the DOWNTOWN L.A. ARTIST SOAP BOX DERBY and the L.A. BURNING MAN STREET FAIR, which will be held this year on October 16, 2004.

"ANON SALON teases technology, embraces the arts, and flirts with the unknown. It celebrates all that's eclectic and electric in art, design, and media providing a place to grab new ideas before business as usual turns them into formulas. Fine art and found art, videophones and finger paint, didgeridoos and radio-controlled MIDI floors, spoken word poetry and a life drawing class, all have their place in the larger mix."

"We originally called this a salon to tell people that we weren't intending to just throw a party, that we really expected people to come here with their art brain turned on...the idea from the beginning was to use art as the ice-breaker; stimulating conversation, creativity, and people. The secret is to make the event itself a work of art [so that] each guest becomes a participant, a part of the art, whether they realize it or not."

ANON SALON surrounds the guest with an array of possibilities, allowing them the opportunity to alter the very nature of the event - the point being that the combination of all these elements creates a "safe zone" in which the partygoers can easily segue between voyeurs and celebrants.

This New Year's Eve, party history will be made, as ANON SALON once again combine their talents and experience to stretch the boundaries, as they light up the two hottest spots on the West Coast in an ANON SALON style celebration - two separate cities, two separate and beautiful venues, with two separate and singularly spectacular events.

Including photos or a SEA OF DREAMS DVD contact:
Mark Bava

NEW YEARS EVE - 12/31/2004

Total Expected Attendance: 6000 (3000+3000)
Average Ticket Price: $70.00

• LA Weekly
• SF Weekly
• Bay Guardian (San Francisco)
• Connection Magazine (Santa Cruz and Northern Ca.)
• The Monterey Coast Weekly

Email coverage: 400,000
Posters and flyers: 40,000
Beyond local direct media coverage, secondary coverage through national on-line ticket and concert listing agencies, artist/record label websites and email lists reaches national audience base.

• Primary Presenting Sponsor - $30,000
As co-presenter on all promo; radio, print, emails and website
(100 VIP passes at each event)

• Secondary Sponsors - $7,500 (2)
Listed on print, email, website
(50 VIP passes at each event)

Cultural Creatives, Art, Technology, Telecommunications, Internet savvy -
Age groups 21 to 50 with average age 35

• Voluntary simplicity, simpler lifestyles, fewer but unique possessions
• Importance of creativity in life, wanting more time for creative pursuits
• Need to rebuild neighborhoods and communities
• Xenophilism - Love of travel to foreign places, of foreigners, and the exotic
• Altruism - helping others, volunteering, wanting to create a better society, caring relationships, and making a contribution to society
• Self-actualization - self-discovery, creativity, psychological growth, personal uniqueness
• Alternative health care - Use of alternative health care in past year
• Political Activism- Wanting to be involved in creating a better America, volunteering
• Ecological Sustainability - Concern for global environment, species extinction, and overpopulation; as well as a willingness to pay to fix it
• Distrust of Big Business- Business has too much power/wealth, is irresponsible, is too profit oriented
• Concern for Relationships - Creating/maintaining them, all kinds friends, and family
• Feminism - Equal pay for women, women should be managers/leaders, women should not have to return to traditional roles
• Concerns about violence and abuse of women, children and minorities
• Spiritual - Sympathetic to alternative religious views; paranormal, reincarnation, afterlife, God as immanent, importance of divine love, meditation


CULTURAL CREATIVES look at life as a positive journey to find a better way. They are skeptical of today's goal-oriented social norms. Instead, they seek out new and more sustainable solutions. Constantly faced with the modern culture, most cultural creatives feel isolated, not always realizing how many others feel the same way. As new communications mediums provide alternative ways for the seemingly isolated to find each other, their influence can only grow.

• Have a strong need to understand the big picture.
• Want to know the story behind the story and have B.S. detectors far more developed than other group.
• Want to discover brands that align with their personal values. Because of this desire for authenticity, they're distrustful of most advertising and mass media.
• Work vigorously to understand before they buy. They're the consumers in supermarkets who are diligently reading the back and sides of the label, and maybe what is underneath the label.
• Very interested in sustainable solutions and answers. Community, environment, and social justice are very important to them. They will support brands that align with these authentic values and shun those that do not.
• Are strong supporters of quality, and prefer to buy from small specialty producers vs. the established national brands
• See their bodies as temples and accordingly seek out more holistic health solutions. They see a physician as an advisor, not an expert, and will research all solutions before following the advice of a physician.
• May seek out hybrid cars and are the first to get involved in community issues.

• Tell the truth and be authentic.
• Share stories vs. slick ad slogans - allow cultural creatives to experience your journey. Cultural creatives don't like to be manipulated. Avoid shallow bullet "feature copy."
• Speak to them in the first person.
• Allow them to learn about you versus you telling them everything - cultural creatives love to drill down on the web to learn the story behind the story. They like to follow their own path to discovery.
• Provide sustainable solutions that reflect their values--look at your product mix and communication strategies.