Block parties are the new black, so LA East Elites pounded the pavement (literally) for the Rowena Rocks! event in the private parking lot behind The Establishment salon last night.
Upon arrival, guests walked through the Silver Lake salon and were hooked up with bang trims, makeup applications, brow waxes, and hair horoscopes in addition to signing up for a raffle for future visits and product packages. Once they made their way out back, they were bombarded with a shmorgasboard of food trucks, live entertainment, photo booth area, arts and fashion, and tarot card readings.
First stop? Food trucks, naturally. We're not talking roach coach, we're talking gourmet grub hot off the grill. The babes behind Baby's Badass Burgers busted out their meaty, cheesy Original Beauty sliders, and new siren to the street scene, Egg Slut Truck dished out The Slut (Coddled egg and potato puree cooked in a glass jar, garnished with grey salt and chives). While technically more of a cute cart than a full blown truck, Ice Ice Shavie held its own on the mobile munchie front with Pineapple/Cilantro/Jalapeno, Mojito, VW (elderflower, vanilla, grapefruit), Blueberry Ginger, and Raspberry Cinnamon flavored shave ice. And just when everyone thought the food had been 86ed, tardy for the party The Shrimp Guys (soon to be brick and mortar as Rich's Shrimp Shack) set up shop towards the end of the evening with Coconut Lime Shrimp and Garlic Butter Shrimp served over rice.
During bite breaks, Elites and their plus ones made their way to the bar for sips of Oprah-approved "boxed" Bandit Chardonnay and Three Thieves The Show Cabernet Sauvignon. And you better believe that cold cans of PBR were on hand, too (it is hipsterville USA, afterall). In addition to slinging O.N.E. Coconut Water cocktails and cartons of the good stuff, the uniquely flavored water brand also sponsored a stage featuring the talents of three local bands who jammed the night away (Jack Littman, Jessica Verdi, and Bethpage Black).
When guests weren't guzzling or gorging, they were receiving tarot card readings from Cauldron Kitty (thanks Lizzie and Ed), stamping post cards with ArtCycle, chatting with The Pilates BodyShop, and of course trying out the brand spanking new Pretzel Crisps cornhole and tasting their delectable new flavors. Le Fashion Truck popped itself up on site as well, inviting everyone on board to show off their collection of uniquely retro fashions and accessories. The bodacious cigarette girls notched up the hot factor by prancing around looking perfectly coiffed and styled thanks to Le Fashion Truck and The Establishment.
The handsome, snap-happy Elmer Escobar ran a muck taking pictures and his handy work can now be viewed on the Yelp LA Flickr page. And, it's not a Yelp event without a photo booth (and the most amazing props known to man!), so big ups to Newestra for hosting a sweet setup. Reviews are rolling in!
LA East CM