Episode Transcript
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Speaker 1 (00:02):
This is CEOs you should know with division president of iHeartMedia,
Paul Corvino. Today I have the privilege of talking with
Celeste Durvay, founder of Viper, a bespoke hospitality agency for
the most influential brands and events in Hollywood.
Speaker 2 (00:19):
Welcome Celeste, thank you, thank you for having me. I'm
excited to be here.
Speaker 1 (00:23):
Hey, before we get started, I like to do is
have like a little rapid fire Q and a where
you've got to answer it really quickly, just to get
your mouth and your brain working, okay, and then well
then we'll get into our interview. You ready, ready, beat
your ski, vacation beach, Tom Brady or Michael Jordan.
Speaker 3 (00:42):
Tom Brady, I don't know that one.
Speaker 1 (00:44):
Taylor Swift or Beyonce Taylor Swift, Star Wars or Godfather.
Speaker 3 (00:49):
I haven't seen either one.
Speaker 1 (00:51):
Oh, how how's that possible? Sean Connery or Daniel Craig.
Daniel Craig, celebrity people say you remind them.
Speaker 2 (00:59):
Of Ooh, that's a good one. I don't think anyone's
ever mentioned that to me. Actually, I used to have
black hair for years and I did get Kim kardashiand
a couple of times, but I think that was a
dark hair thingctly.
Speaker 1 (01:12):
Okay, So to say, what we'd like to do is
learn a little bit about your journey, okay, and how
you became an entrepreneur and eventually wound up running one
of the most influential hospitality companies in Los Angeles. So
where did start? Where did you grow up?
Speaker 2 (01:34):
So? I grew up in LA I'm born and raised
out here, and I went to Beverly for high school,
and then after high school, I didn't go to college,
but I did get an internship, and I was just
working in like restaurants and restaurants and hospitality as a hostess,
but very young, like I was eighteen seventeen eighteen, and
so I started working in nightlife and hospitality underage, unfortunately,
(01:58):
but I just I loved the business side of it,
and growing up in LA I was always just obsessed
with the city. Like I loved driving down Sunset, I
loved seeing the Chateau Marmat, I loved seeing the Viper Room,
like I loved the night life. I loved all of that,
but I loved it from behind the scenes. Like I
was never a true party girl. I could never stay
up that late I just loved the business of it,
(02:19):
and so I started working in restaurants, working in nightclubs,
and eventually I found this.
Speaker 1 (02:24):
Did you first work what were some of the restaurants
at night clubs? You work there?
Speaker 2 (02:26):
Pink Taco, Sir Sattle Ranch for a little bit. I
was working right when they opened Warwick. I was there.
Speaker 3 (02:34):
I was interning for boat House Productions.
Speaker 2 (02:36):
So I was kind of like, I just really quickly
was like, let me give me as much work as
I can find. And I wasn't in school, so it
was a little easier for me to balance and so yeah.
Speaker 3 (02:46):
So I was just obsessed with it.
Speaker 2 (02:48):
But they I had a big personality and I was
really young, and I would always throw myself in there.
So they would always ask me to go to the
front door, can you, you know, get check people in,
can you handle the front door? Can you just deal
with the guest experience? And that's really how I figured
out what was missing in the market.
Speaker 1 (03:01):
So tell me, at this point, even working as a
host is working in the restaurant business, and now you're
going to move into a new business. Did you go
right away to doing the event business? I would call it.
Speaker 2 (03:14):
Yeah, it was kind of an accident. So I found
through that this was back to when this was like
eight years ago. So this is when they were throwing
really big events. This is when brands would put a
ton of money behind events. That's changed a little bit,
but they just have these big DJs like Calvin Harris
and Tiesto, and they would spend tons of money and
they would never think about, you know, their guest experience,
(03:36):
Like they would never think about how people were coming
in the front door, who was putting that guest list together,
who was checking them in, who was you know, who
was helping their bottle servers get them service. It was
just kind of a missing piece. And so I had
told them, you know, why don't you.
Speaker 1 (03:50):
Guys you say them? Who's them?
Speaker 3 (03:52):
Everyone?
Speaker 2 (03:53):
Event producers, event agencies, clients on the brand side. There
was a lot of moving parts. You know, they're spending
millions of dollars on this event. So I think they
just didn't think of that. It was maybe like too
low of hanging fruit for them, like who cares about
the front door? Who cares about the guest list or
the line and stuff? And so I would work these
events and I was like, this is always a disaster
(04:13):
for everyone involved.
Speaker 3 (04:15):
And I was an unpaid intern.
Speaker 2 (04:16):
So my right solution was just let me bring my
friends and I'll tell them what to do, and you
just give us like fifty dollars or one hundred dollars,
you know, because at this point I make zero dollars,
so that's a win for me. And so that's what
I started doing. I would have to individually fill out
everyone's W nine to get them paid, because I was
the liaison between you know, the person throwing this event
(04:38):
and like me bringing my friends to work this. And
I was exhausted of doing this. It was an exhausting process,
and so I was like, I'm just gonna incorporate. And
I found a lawyer on Yelp and he helped me,
and and really that's how we got started.
Speaker 1 (04:52):
So you went to Yelp and you formed your company
Viper as an LLC.
Speaker 2 (04:56):
I'm assuming I think we filmed originally as an S CORP.
Speaker 1 (04:59):
Yeah, and so now you've got this business set up,
and now you've got to go out and get clients. Yes, okay,
what was the next step happen? How did you go
about that?
Speaker 3 (05:09):
This was interesting.
Speaker 2 (05:10):
So I basically would call people I knew, and I
would just say, hey.
Speaker 3 (05:14):
Are you throwing a party?
Speaker 2 (05:15):
Like, you know, do you need anybody to stand at
your door with a guest list? And also during this time,
the industry was very male dominated, so it was a
lot of like if you would go to a nightclub
or a party, you would see like a doorman, and
you would see like a bouncer. And so our whole
thing was we were an all female team. So they
were like, Okay, I'm kind of interested in this, but
I'm also not really willing to pay for this. That
(05:37):
was like the feedback I was getting. I like the concept,
I don't want to spend any money on it. So
I was like, all right, we'll do it for free.
So I did this for a while where I would
either do things for free or at like virtually no
cost for free.
Speaker 1 (05:49):
Now is there a cost on you are in you've
got to hire people, Yeah, you've got to buy props
and things.
Speaker 3 (05:54):
Right exactly.
Speaker 2 (05:55):
So what way I would do in the beginning is
do things we would just I would do it myself
because I was like, all right, I can just skip
the payment for myself. And I still had my restaurant
jobs at this time, so that was helping me make
a little bit of money. So I would do it
myself and then that would be for free. Or I
would hire people I knew, and I would tell the
person that.
Speaker 1 (06:14):
I've done it for yourself, and you it cost you money,
you did an event, but now you've got a track
record exactly.
Speaker 2 (06:21):
And if it was just me working, like let's say
it was a small event and I could just put
myself there, then it doesn't really cost me anything except
my time. That was my thought process. But if I
did have to bring on girls to work, I would
just give them a super low level cost.
Speaker 3 (06:35):
I mean like bare bones, like bare minimum.
Speaker 2 (06:37):
Nobody was really making any money at that time, but
I was trying to like establish proof of concept, even
though at the time I didn't know that's what I
was doing.
Speaker 3 (06:46):
And so that's how it got started.
Speaker 1 (06:48):
How did you switch over from now you've got proof
of concept, you're doing this, How did you switch over
to where you're making money, you're building a real business.
Speaker 2 (06:56):
So I used to be like psychotic about the details,
and so we would, you know, I would hire girls
I knew because we were an all female team at
the time, and I would we would have them we're
all black, because that was our thing I like invested in.
I don't even think I owned the iPads at first.
I think I rented them, and then eventually I was
able to buy them. So we would, you know, I
(07:16):
wanted to solve your problems. We'll bring the iPads. I'll
bring the girls. They'll be in all black, they'll look
the part. We'll do your guest list beforehand, we'll figure
all of that out. There will be no paper highlightered nonsense.
Speaker 3 (07:27):
You know, it's going to look put together.
Speaker 2 (07:29):
And so I would just figure out all the details
and then do these events, mostly for no money, and
then after the event ended, which is going to be
one am, two am, I would go to like Mel's
Diner or Swingers and just sit there and be like,
all right, what did we learn? Like, what do we
take away? How could that have been a better process?
What do we need to change? And I did this
over and over and over again, and eventually the product
(07:53):
got really good and the service got really good, and
then the clients became inbound and so that was really
like what changed for us.
Speaker 3 (08:01):
But I did everything very so hard.
Speaker 1 (08:02):
To get someone who's not paying something. I mean it
happens in our business or any business. When you give
something away or at a low price, it's hard to
get them to see the value then pay for it.
Speaker 3 (08:15):
Yeah, it was a little bit like with some clients.
Speaker 2 (08:19):
I also had some clients that I think were just like,
I don't know, they weren't super supportive, but they also
I think secretly they were like they actually do a
good job, you know, like they didn't want to believe
in us, but they were like, this is kind of us.
Speaker 1 (08:32):
Who was your first big account, the first big paying.
Speaker 2 (08:35):
First big account. It was like a small invoice, but
it was like our big deal. It was the Nylon
party at Coachella. That was a big one for us.
So we did that and then disaster by the way,
internally not to them, but internally I was like, we
got to fix some things because that was a nightmare.
And then after that, I'm trying to think who was
(08:55):
like this was twenty sixteen or twenty seventeen. So we
did Nylon, we did Coachella, and then we did this
small event. It was for a soccer team, maybe it
was just the MLB. It's it happened slowly where I
would get these small events with these big brands or
these big names, and then that kind of like established
a little bit of our credibility.
Speaker 1 (09:15):
So telling you that's some of the bigger ones you're
doing now, yeah.
Speaker 3 (09:17):
Now we're a different business.
Speaker 2 (09:19):
So now we have a really amazing partnership with Sofi Stadium,
which is great. So we're field side for every Rams game,
every concert. We do their bottle service, their hostesses, their
VIP strategy, their managers. We oversee that entire lounge from
a staffing standpoint.
Speaker 3 (09:34):
And then just as far as like our events.
Speaker 1 (09:36):
How many people do you have a played with you
now a lot?
Speaker 2 (09:38):
So in LA we have about one hundred and twenty,
and then we have we're growing in Miami, New York, Vegas,
and then slowly growing in Austin. Those are I would
say Miami, New York and Vegas are like our next
best database. And then in LA we're pretty we have
a pretty good size. Just because I'm also from here,
so this is like my this is my hometown. But yeah,
(10:00):
so now we work with brands all over like we
worked we just did F one with Lewis Hamilton. We've
worked with Kim Kardashian, with Kanye with Drake with Billie Eilish,
with Google, with Amazon, with Elon Musk.
Speaker 3 (10:12):
I mean, the list goes on.
Speaker 2 (10:13):
I have really really good celebrity clients and really good
enterprise brand clients. We're definitely on the more premium side.
So that's something I've been working on, is like the idea.
Speaker 1 (10:22):
Of an event and something spectacular that you did.
Speaker 2 (10:26):
Okay, so we did let's see when Kanye and Drake
did their big concert at the coliseum, we did that
whole VIP talent, all of that strategy and guest experience.
With Kim Kardashian, we did eleven girls for her her
Legally Blonde video, So it's like my team in the video,
I'm trying to think, what else did we just do?
(10:47):
We just did Oh so for F one in Miami
we did it was a four day pop up for
Lewis Hamilton. He debuted tequila brand and then also his
clothing brand.
Speaker 3 (10:56):
We oversaw that entire process and strategy and.
Speaker 1 (10:58):
New format, the different things that you do with you
have a warehouse where you have all kinds of props,
and so.
Speaker 2 (11:04):
We don't do any like event production, so we do
everything from like the hospitality guest experience side. So our
bread and butter is really the staff you have on
site and then all the logistics that relate to the
guest experience. But we will never like we won't like
build your stage or anything like that. We don't do
any on the production side.
Speaker 1 (11:23):
What would you tell your twenty one year old self
or since you started at seventeen, I'm going to say
you're seventeen year old self about getting into this business
and how to succeed to do it to get the
level where you're at.
Speaker 2 (11:39):
Yeah, honestly, I think I would have told myself to
enjoy more of the process. I feel like I never
really until now and I'm twenty eight now, I never
really like stop to just relax and breathe and enjoy
things as they come. I was really hard on myself
all the time, and I was always trying to get
to the next place. So I do think that I
(12:00):
sacrificed a lot of like my life, which is okay,
I don't regret it. But I would tell myself to
relax and enjoy the process a little bit. That would
be a big one for me. And yeah, I mean
do it. You know it worked out.
Speaker 1 (12:11):
How can our listeners contact you?
Speaker 3 (12:14):
Instagram is great.
Speaker 2 (12:15):
So our instagram is the Viper Girls, and then my
personal instagram is Celestervey.
Speaker 1 (12:19):
That's a good one, so let's spell it out.
Speaker 3 (12:21):
C E l E S t E d U r
v E.
Speaker 1 (12:25):
And the instagram once again is the Viper Girls.
Speaker 3 (12:28):
So t h E v I p E r g
I r l S.
Speaker 1 (12:32):
Thank you so much, so thanks for having me once again.
Today we had the pleasure of having so Leicestervey, the
founder of Viper, on our show The CEOs you Should Know.
This is Paul Corbino, Division President of iHeartMedia saying thank
you for listening. Listen to CEOs you Should Know on
the iHeart radio app