How AFM Landed at the Former “Ultimate Party Hotel in the World”

How AFM Landed at the Former “Ultimate Party Hotel in the World”

As a gamer with over three decades of industry experience under my belt, I’ve seen more than my fair share of trade floors and hotel lobbies transformed into bustling marketplaces for filmmakers and dealmakers alike. The American Film Market (AFM) has been a constant in my calendar since 1991, and the Loews Santa Monica Beach Hotel was always a reliable host, despite its modest charms.


For the first time in 33 years, participants from the film industry’s leading content market – the American Film Market – will be absent from Santa Monica’s trade floor. Since 1991, this annual gathering has been held at the Loews Santa Monica Beach Hotel. Although not particularly luxurious, the hotel catered to the needs of the industry, especially during the bustling week in November when it became a temporary home for international dealmakers, distributors, and aspiring Hollywood figures. The world of independent film sales might not be the glamorous face of cinema, but the Loews served its purpose well.

Last year, the property where the Annual Film Market (AFM) was usually held changed hands, leading us, the organizers, to host the 2023 event at the Le Meridien Delfina instead. This choice left many attendees feeling let down because of its limited space. As a result, we’ve decided to reassess our venue options for future events. Our preferred solution? A move to Las Vegas! This year, the AFM is happening at the Palms Casino Resort, joining prestigious industry events like CinemaCon, the Consumer Electronics Show, and Global Gaming Expo in choosing Vegas for its vast convention space, affordability, and business-friendly environment.

According to Clay Epstein, IFTA Chairperson and head of Film Mode Entertainment, the key advantage of AFM (American Film Market) is its capacity to foster a sense of community and offer a sophisticated hub for all our users’ activities in a single, easy-to-access spot. The Palms venue allows us to achieve this and even more.

As a fervent enthusiast, I can’t help but share my affection for the Palms, a vibrant gem nestled just off the glittering Las Vegas Strip. Built in the late 1990s by visionary George Maloof, this spectacular resort boasts an impressive 703 rooms and a sprawling 94,065 sq ft casino. Over its illustrious 25-year journey, it has garnered a noteworthy reputation within Sin City’s annals of fame and legend.

However, authenticity in Las Vegas landmarks wouldn’t be complete without a hint of scandal. In 2013, employees from the nightclubs and pool parties at the resort were apprehended for offering illegal substances and prostitutes to police officers disguised as partygoers (a staff member even attempted to sell a narcotic officer an entire pound of cocaine). After an inquiry, the Palms was fined $1 million by the Nevada Gaming Commission, with the resort pledging to overhaul its management and security.

After a decade in operation, The Palms’ reputation as a popular spot for young people started to fade. Instead of hosting high-profile events with Hollywood stars during its 10th anniversary celebration in November 2011, the resort focused on recognizing employees and regular patrons. By 2012, there was a change in ownership and a $50 million renovation aimed at modernizing the resort’s design to appeal to an older demographic. In 2016, Red Rock Resorts purchased the Palms for $312.5 million and initiated another extensive $620 million renovation, adding new dining options and nightspots in an effort to revive the property’s party atmosphere. However, these attempts were unsuccessful. In May 2021, Red Rock announced that they had agreed to sell the Palms for $650 million to the San Manuel Band of Mission Indians, a Native American tribe from California with approximately 200 members. Today, the Palms is Las Vegas’ first and only resort owned by Native Americans. It now primarily caters to corporate events and local gamblers rather than partygoers. The environment at the Palms may be more suitable for AFM compared to Loews.

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2024-11-05 16:26