At Heather Marianna’s pre-Oscar gifting suite, stars get swag — and brands chase real connections

Beverly Hills, California — At first glance, a celebrity gifting suite can look like a parade of freebies. But at Heather Marianna’s pre-Oscar event, “A Toast to Hollywood,” the swag was only part of the story. Organizers and attendees described a deliberate push to turn brief encounters into lasting connections for emerging brands and working talent.

Actress Carolyn Hennesy, who among her many credits has spent more than 45 years in the role of Diane Miller in General Hospital, summed up the mood: “A great gifting suite makes everyone feel like an A-lister!” Hennesy serves as a celebrity ambassador for the American Humane Association.

Kate Linder, who has spent 43 years as Esther Valentine on The Young and the Restless, also attended; the Jewish actress is a spokesperson for ALS and a strong supporter of the USO. Marianna, a member of the Las Vegas Jewish community who runs the suite, said her approach starts before doors open.

The night before the main event, sponsors gather for a meetup with food, drinks, and time to network — a space where, she said, real business often begins before the cameras start flashing. On event day, she added, she makes sure vendors have breakfast available while they set up because once the suite opens, many are too busy to break.

By her count, the most recent event drew about 398 people in total, including sponsors, staff, celebrities, media, and plus-ones. Of those, she estimated roughly 145 celebrities and 40 media outlets came through for gifting. The room reflected a wide range of offerings: beauty and wellness labels, service-based businesses, books, and health activations — including a station for Botox.

One table that sparked questions belonged to Gold Naturals, a CBD company that said it makes its products in-house with formulas aimed at sleep, stress, and muscle relief. In a follow-up conversation, the company said it draws on Israeli cannabis research as part of its formulation process.

Many sponsors weren’t there merely to hand out samples. They used the suite to test messages, make contacts, and see how their work landed in person. Author and speaker Avery Crumrine, an SDSU student and member of the Jewish community, said the real value came from conversations with people who understand what it takes to keep building something before it is fully established.

Another attendee, Stacey Lauren — founder of Do The Thing and The Billion Dollar Impact — described a concrete outcome: she said the suite opened doors to substantive discussions and helped advance her plans for The Billion Dollar Impact, a project built around celebrity interviews and fundraising for causes they care about.

She said she had already lined up three celebrities for the project. For participants, that was the point. Rather than pass along products and hope, they framed the suite as a chance to spark relationships in a crowded marketplace — brief moments that could lead to bigger opportunities after awards season moves on.