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Spokesmodels Ready To Cash In At Super Bowl Parties

Tribune photo by CHRIS URSO

Valerie Torosian, 22, of Tampa, left, and Rachel Gerlits, 22, of Odessa go through an interview at Scannell Productions with hopes of becoming spokesmodels.

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By MICHAEL SASSO | The Tampa Tribune

Published: January 16, 2009

TAMPA - Even in these dark days of recession, one part-time job remains in great demand: perky spokesmodel.

Beginning the week before the Super Bowl, young women will descend on the Bay area to greet guests, pass out liquor company freebies and pitch new products at dozens of golf tournaments, nightclubs and celebrity-sponsored parties.

In some cases, wealthy partygoers may think they've caught the eye of a beautiful woman, only to discover she's really trying to interest them in a car, yacht or private jet service.

At least one critic charges that companies hiring these women are exploiting them by underpaying them and retaining the rights to webcasts and other promotional materials featuring their images.

But to two dozen women filling out applications one day this week at Scannell Productions, the Super Bowl is a big money-making opportunity.

"I don't know; I thought it would be a fun job," said Natalie Gutierrez, a Hillsborough Community College student who works at Sam's Club or Costco-style warehouse club, signing up new members. "I think I will make the cut."

The women, mostly in their early 20s, were awaiting their turn to interview with a local luxury car dealership that hired Scannell Productions to find party spokesmodels.

As the Super Bowl approaches, modeling and promotional companies are on overdrive trying to staff all the events. It's unclear how many are planned because some companies want to keep them secret, said Nicole Scannell of Scannell Productions.

A rough estimate is dozens of events and hundreds of spokesmodel opportunities, according to a few modeling agencies.

This week, at least three companies posted help-wanted ads on Craigslist seeking spokesmodels to work parties and do "street team" work, approaching people on the street or in bars to hand out promotional freebies.

One company is seeking women to demonstrate a new "extreme" pingpong-style sport, which will be unveiled during Super Bowl week. Only athletic young female models need apply, according to the ad's qualifications.

So far, Scannell has lined up women to fill 28 spokesmodeling jobs at three parties around the Bay area, including the Moves Magazine party at The Venue in St. Petersburg featuring football stars Ray Lewis and Reggie Bush and Leather & Laces at Jackson's Bistro in Tampa featuring celebrities Carmen Electra and Jenny McCarthy.

A competitor, PromoZone Live of Tampa, is staffing at least four events and expects to hire for 18 modeling spots paying from $15 to $50 an hour. About two-thirds will be females, PromoZone Live owner Jena Hartman said.

"If they want outstanding-looking girls, those that are knowledgeable about the product and good minglers, those girls are going to get $35 to $50 an hour," said Hartman, who said she was bound by confidentiality clauses not to reveal client names.

The Super Bowl is prime time, but all year long, spokesmodels hand out liquor company trinkets at nightclubs and staff big events, such as auto shows, industry conventions and Tampa's Gasparilla festival.

Attractive female spokesmodels work the booths, handing out flyers and scheduling meetings, at the annual shopping center developers convention in Las Vegas, said Pat Duffy, outgoing president of Colliers Arnold commercial real estate.

Colliers Arnold never hired outside spokesmodels, Duffy said.

"In the '80s, the spokesmodels were known as "booth bait," he said. "Clearly, they were ways to lure guys into your booth.

"Of course, it wouldn't be PC to call them that anymore."

New York-based Apollo Jets has found that beautiful women can generate sales leads where businessmen sometimes can't. This year, the company is hiring Scannell Productions to send a squad of models to the Moves party, where as many as 2,000 people will mingle, including current and former professional athletes.

The models will try to interest people in Apollo Jets' pricey charter flights, said company managing director Al Palagonia. A charter flight from New York to Florida on a light jet will run $9,000 to $10,000.

"They'll remember the name Apollo Jets because a beautiful woman handed them a business card," Palagonia said.

In most cases, Super Bowl clients are seeking female models. The women generally live in the Bay area and only do modeling occasionally, although some are driving in from Miami and Orlando to work the swankier parties. Pay for some of the lower-end work, such as greeting visitors at a golf tournament, runs $15 to $20 an hour.

Women may earn up to $50 an hour for more exclusive celebrity parties. The modeling agency typically gets a fee equal to 20 percent of the models' pay.

In some cases, spokesmodels don't get paid. In a practice called "trade for pictures," or TFP, spokesmodels agree to do promotional work in exchange for access to an exclusive party where they might get discovered, said Gail Snell, who runs the Tampa talent agency Signature Concepts.

More traditional modeling agencies specializing in print and broadcast advertisements decry the low fees companies pay event spokesmodels.

Recently, a New York public relations firm approached Benz Model & Talent Agency in Tampa seeking models to attend a Super Bowl event, which was to be shown via webcast, said agency owner Steve Benz.

The company wanted to pay $50 an hour, when $125 an hour would have been more appropriate, he said.

Scannell, the Tampa talent agency owner, recalled a party during a 2007 Super Bowl party in Miami where some spokesmodels spent much of the day having their bodies painted but received only $200 for their work.

Said Benz, "The rates have just gone down tremendously."

That didn't keep Ana Matute, 25, of Tampa, from interviewing with Scannell for the chance to peddle luxury cars at Super Bowl parties.

Matute isn't stopping there, either, in her search to work parties during the next three weeks.

"As many as I possibly can," she said.

Reporter Michael Sasso can be reached at (813) 259-7865.

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