Monster Sized Super Bowl Parties - Where Did it Begin? And How it Came to be Know as Vice-The Party

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Toast and Bookem Danno Productions bring a combined event experience for producing high profile, large scale parties at the Super Bowl that is unrivaled. They literally set the standard and created an entirely new kind of Super Bowl party that would be mimicked by countless other magazines, sports brands, talent agencies, media outlets and celebrities in the ensuing years. Toast and Bookem Danno Productions reflect on a craze they started in 2001 and how it grew to be the 2008 Vice Party.

Vice 07

That event would never have happened had it not been for the inspired production of Toast

Toast and Bookem Danno Productions bring a combined event experience for producing high profile, large scale parties at the Super Bowl that is unrivaled. Having begun their partnership in 2001 with the very first Maxim Super Bowl event, they literally set the standard and created an entirely new kind of Super Bowl party that would be mimicked by countless other magazines, sports brands, talent agencies, media outlets and celebrities in the ensuing years. Their knowledge of the Super Bowl event atmosphere coupled with years of researched event and media resources, concierge contacts, effective celebrity wranglers, seasoned producers and production teams puts them in a class all their own.

"It was only a few years ago that a Super Bowl party in the host city was nothing more than a glorified cocktail party. After we developed the first Maxim parties, that was the first time anyone had created an over the top theme with a live performance from a national recording artist. Pretty soon, everyone had to catch up and attempt to outdo us." says Toast partner, Kimberly Krouse, "It's been so successful, now our sponsors are even getting involved, working with us to make sure we out do their competitors. Today we continue to lead the way, reinventing every event, and we can see everyone scrambling to keep up. Vice the Party 2008 will once again, be the most talked about event at Super Bowl."

For over six years, as the former Special Events Director for Maxim Magazine, Dan Parente and Toast helped to forever change the party landscape at the Super Bowl. Dan's thoughts on this partnership: "Our creative approach combined with our event experience cannot be touched. All we do is create and produce high profile events and we do it better than anyone."

Initially, Toast worked with Dan Parente on many Maxim events and was there for the first Maxim Super Bowl event. Dan has said, "That event would never have happened had it not been for the inspired production of Toast". This past February, Toast and Bookem Danno partnered to produce the first annual Vice - The Party in Miami. Featuring an amazing performance by Pharrell Williams and attracting a host of celebrity guests, over 1,500 industry VIPs, professional athletes and media, Vice - The Party established itself as one of the premier destination events at the Super Bowl.

Toast is a bi-coastal production company with charitable, sports and entertainment experience. They are obsessive about making sure their events are carefully planned and flawlessly executed. Toast has produced a variety of memorable events throughout the world. Client list includes: X-Box, Maxim, MTV, NFL, ESPN, US Weekly, Rolling Stone, Oprah and Nascar.

In the short time since leaving Maxim to form Bookem Danno Productions, Dan has already produced a wide range of national, high profile events for clients such as Mont Blanc, Coors Light, ESPN Magazine, Pepsi, Sirius, Guitar World Magazine, The New Yorker, Del Monte, Vibe Magazine, Club Monaco, Self Magazine and even The Teletubbies.

This year's Vice - The Party will be no exception for the team that started it all. Bookem Danno and Toast have come up with an 1880's southwestern desert town with some truly clever pop culture nods. From Deadwood to Carnivale to Butch Cassidy & The Sundance Kid, the scorching head and vivid landscape of the American southwest has served as the iconic backdrop to some of the most memorable moments in pop culture. Images of raucous saloons, dangerous gamblers, peculiar performers, bawdy burlesque shows and the thrill of fortunes won and lost offers a unique environment all it's own. Stroll down the red carpet and be astounded by The Amazing Coors Light Frozen Woman- a seemingly living beauty totally encased in a block of ice! Once inside, a cool break from the desert heat can be found in The Cooler, an icy blue, futuristic bar where you can actually feel the temperature drop. Across the way, the swirling mists of The Opium Den offer flavored puffs on Oriental hookahs! Then make your way over to the mysterious Fortune Teller. Cross her palm with a coin to find out if any of the gorgeous Dancing Girls takes a fancy to you! Rack 'em up at The Skull & Crossed Cues billiard hall. Or, if you are feeling dangerous, head over to The Brand to get your very own Vice souvenir tattoo. Once properly branded, test your gunslinger reflexes at The Silver Bullet Lounge featuring the hottest first person shooter video games on the market. Or match your skills against infamous axe men in TheOutlaw Lounge on customized Guitar Hero 3 guitars. Sure to be the hottest party on Friday night, Vice - The Party culminates with a special performance by hip hop icon, LL Cool J, which should not be missed!

Celebrities that have attended Bookem Danno and Toast events include Diddy, Jay-Z, Ludacris, Snoop Doog, Nelly, Tom Cruise, Paris Hilton, Claire Danes, Jessica Alba, Vanessa Minillo, Nick Lachey, Mandy Moore, Kanye West, Ashton Kutcher, Lauryn Hill, John Legend, Vin Diesel, Criss Angel, Carmen Electra, Taye Diggs, Shannon Elizabeth, Avril Lavigne, Fall Out Boy, The Beastie Boys, Ashlee Simpsonn, Jonathan Rhys Meyers, Leann Rimes, Jamie Foxx, DMC, Michelle Rodriguez, Selma Blair, Matthew Perry, Sheryl Crow, Rebecca Romijn, Will.I.Am., Wyclef Jean, Pamela Anderson, and many moreā€¦

Interview requests are available.

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Benjamin Russo
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