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Vodka Vaults and Human Centerpieces: Real-Estate Pros Dish on … – The Wall Street Journal

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https://www.wsj.com/articles/vodka-vaults-and-human-centerpieces-real-estate-pros-dish-on-over-the-top-open-houses-1bcfe2d8
In February 2016, my partner, Joel Moss, and I were representing the seller of two duplex penthouses on the 22nd floor of a prewar building in Chelsea that were listed for $1.795 million and $3.395 million. It was the dead of winter, and absolutely freezing outside, but we wanted the 200-or-so guests at our open house to experience the beautiful terraces and, especially, the views of the city. So, we decided to throw what we called a “vodka vault party” to encourage people to sample vodka on the terraces. We hired a fabulous bartender and offered the guests vodka tastings from brands such as Anestasia, Barr Hill and Purity. To encourage people to go outside, we bought fluffy white faux-fur coats, as well as RH faux-fur hats, and guests took turns putting on the coats and hats to wear outside. We hired a prominent chef to cater the event. It was mostly Portuguese tapas, and it was incredible. We also hired a DJ, and by the end of the evening, everyone was dancing in their faux fur. We raffled off a Bose speaker too. The event cost $8,000, but it was the most fun open house I’ve ever been to. The penthouses sold a few months later. One sold in August 2016 for $1.625 million, and the other in September 2016 for $2.999 million.
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Copyright ©2023 Dow Jones & Company, Inc. All Rights Reserved
This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.

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