Overview h.wood Homecoming is The h.wood Group's invite-only party for Super Bowl weekend, and this time the game is in its hometown. The Los Angeles company behind Delilah, The Nice Guy and Bootsy Bellows builds a temporary venue on the plaza of the Pacific Design Center in West Hollywood and runs it on the Friday and Saturday before the game. Each night holds 3,500 guests, about 7,000 across the weekend. On site The outdoor build is a tented room with a center stage, table and banquette seating around it, bars, lounges and a brand activation row along the entry path. The creative concept is Old Hollywood by way of prom night: velvet, warm spotlights, a red-carpet entrance and a champagne tower, set to headline performances and a late-night dance floor. Tables come with bottle service. Partners have built their own lounges, bars, arcades, photo moments and food trucks inside the footprint, and h.wood's production team designs custom entrances and spaces around a brand's brief. Audience The guest list is curated rather than sold to the public: athletes, musicians, actors, models, creators, fashion and media names, and executives from the brands and leagues in town for the game. Guests must be 21 or older. Past rooms have mixed NFL players and team owners with pop stars and reality TV, so the party draws photographers, celebrity press and a lot of posting from inside. Talent and Influencers Every edition is built around a headliner. Past stages have featured Drake, Justin Bieber, Future, Marshmello, 50 Cent, Anderson .Paak as DJ Pee .Wee, Kaytranada, David Guetta, Nelly and resident DJ Zack Bia. Performers under discussion for Los Angeles include Post Malone, the Red Hot Chili Peppers and Rampa; none is confirmed. Past guests include Cher, Serena Williams, Kevin Durant, Kendall Jenner, Hailey Bieber, Megan Thee Stallion, Jamie Foxx, Heidi Klum, Megan Fox, Christina Aguilera, Trevor Lawrence, Alix Earle and Dave Portnoy. Track record h.wood has thrown a Super Bowl weekend party every year for more than a decade. Its last Los Angeles edition, at this venue, drew over 6,000 VIP guests and reported 8.6 billion media impressions. The San Francisco edition with DraftKings logged over 72 pieces of coverage. Billboard, The New York Times, The Hollywood Reporter, Rolling Stone, Vogue and WWD have all covered the party. Brand presence DraftKings has presented the last two editions and Taco Bell has presented a night and run its Live Más lounge. Cash App and Visa, REVOLVE, Celsius, Cutwater Spirits, Nütrl, Grey Goose, El Tesoro, The House of Suntory, Klarna, Crown Royal and Places.co have all activated. Packages are built with h.wood around a brand's goals: naming rights and category exclusivity, logos on the invitation and promotion, custom entrances, lounges and bars, product integration and giveaways, content capture, press inclusion, and table and ticket allotments.