A Year in Review · 2025

What We Built
Together

A record of Second Wind Media's contributions to On Stage Essentials across 2025 — the events produced, press secured, relationships opened, and time invested.

Earned Media Value

$155,500.00

13 placements incl. People & Vanity Fair

Press at $0 Cost

outlets — national, regional & international

Events Produced

OSE Launch Party + Vegas Fashion Week

Client: On Stage Essentials

Period: May – Dec 2025

Prepared: April 2, 2026

Status: Confidential

A Note from Gabby

Hi Natali & Alex,

It's been such a pleasure working with you both, and I'm very happy that we'll be continuing our relationship in the way we discussed. I put this report together so we can share a clear picture of the full scope of what Second Wind Media contributed to OSE throughout 2025, and the strong foundation we've built together.

For context, I valued my time at $300 per hour, which is below my typical rate for dedicated consulting work, and I also estimated the cost of the social media and web team reflected in the breakdown. For the OSE launch event alone, there was $17,590 in contributed capital covering travel, vendor payments, and production materials. The report also reflects the estimated market value of the PR placements we secured, along with the value of the barter partnerships we negotiated.

I also want to acknowledge Joe's support — it's clear how much he cares and wants to see you both succeed, and that encouragement has been meaningful throughout this process. My involvement has come from a genuine belief in what you are building and the opportunity for both OSE and Second Wind Media to grow together through this collaboration.

Many of the opportunities that developed came from strategically bringing the right people into the conversation and positioning OSE in front of the right audiences. The guest list curated for the launch event, for example, ultimately led to the connection with Vegas Fashion Week, which has since created meaningful opportunities for both OSE and Second Wind Media.

This collaboration has created tangible momentum on both sides. OSE has gained visibility, strategic relationships, and industry positioning, while Second Wind Media has expanded its network, secured three new clients to date, and developed promising opportunities connected to the Vegas Fashion Council and MGM initiatives. That kind of mutual benefit is exactly why I believe this partnership works and has strong potential moving forward.

I've prepared this report simply to capture the scope of what has been contributed and accomplished so far, expressed in financial terms for context. I value the relationship we've built and the opportunities ahead, and I look forward to continuing to support OSE's growth while creating new opportunities together.

Also, please let me know if you would be comfortable with us referencing OSE as a success story in Second Wind Media's marketing materials. I believe the results we've achieved together are a strong example of the kind of impact we aim to create, and I would of course coordinate any references with you in advance.

With love,
Gabby

What We Delivered

🎉

OSE Launch Party

152 guests

Curated VIP guest list of Las Vegas entertainment industry contacts. Produced end-to-end: venue, AV, talent, photography, signage, and day-of coordination.

📰

Press & Earned Media

$155,500.00

13 placements across national and regional outlets including People Magazine, Vanity Fair, QVegas (cover), Fox 5, NBC, and LATV Network. $0 PR spend for the launch.

✨

Vegas Fashion Week

Inaugural

Built the relationship with Vegas Fashion Council that led to OSE's participation. Secured People Magazine and Vanity Fair features through a $2,000 freelance PR investment.

🤝

Negotiated Savings

$5,963.30

Complimentary performers, vendor discounts, and influencer appearances secured for the launch party at no cost to OSE.

🌐

Digital & Social

7 months

Social media management (May–Nov) and website development. Estimated at 1/3 of SWM team capacity, net of one OSE payment received.

📈

New Business for SWM

3 clients

Primarily driven by Vegas Fashion Week and the Vegas Fashion Council relationship — with the launch party opening initial doors. MGM deal and further opportunities in progress.

Value Summary — Time & Contribution

Contribution Type	Description	Value
Capital Contributions	Out-of-pocket: travel, vendors, production, freelance PR	$21,789.62
Executive Time	602.5 hrs across all engagements · $300/hr (below market rate)	$180,750.00
Earned Media (AVE)	13 press placements — national, regional & international	$155,500.00
Negotiated Savings	Performers, vendor discounts & influencer appearances	$5,963.30
Digital & Creative Services	Social media (7 mo) + website build, net of $500 received	$15,000.00
TOTAL 2025 CONTRIBUTION VALUE		$379,002.92

Project Breakdowns — Click to expand full detail

Project 01

OSE Launch Party

Jul 5, 2025 · MGM Grand, Las Vegas

Total Value

$252,252.92

Capital Spent

$17,589.62

out-of-pocket

Exec Time

$164,700.00

549 hrs

Earned Media

$49,000.00

6 placements

1ACapital Contributions$17,589.62

Direct out-of-pocket expenditures by Gabby Gabriel and Second Wind Media entities for the OSE launch party. Sourced from BofA 0573, BofA 6674, SWM Chase, Apple Card, Schwab, and SWM PayPal.

GAB INC

$7,543.95

SWM LLC

$6,252.54

Gabby Personal

$3,793.13

Flights, helicopter transfers, hotels, Airbnb, ground transport, airport dining & incidentals

#	Date	Description	Amount
1	06/02/25	Delta Air — Booking (BofA 6674)	$478.49
2	06/09/25	Delta Air — Refund / eCredit (Card 7689)	($400.48)
3	06/11/25	Delta Air — JFK→LAS + LAS→JFK Jun 15 (Conf G53AGG)	$678.98
4	06/12/25	Delta Air — Itinerary change fee (Conf G53AGG)	$85.00
5	06/30/25	Delta Air — JFK→LAS Jul 1 + LAS→JFK Jul 12 (Conf H2VHM3)	$114.99
6	07/08/25	Delta Air — LAS→JFK Jul 10 (Conf GLTW4F)	$156.01
7	07/09/25	Delta Air — LAS→JFK Jul 11 (Conf JL6STY)	$439.48
8	06/06/25	BLADE — Flight credits (Order #336484)	$145.00
9	06/06/25	BLADE — Helicopter W 30th→JFK (#336487)	$185.00
10	06/30/25	BLADE — Helicopter W 30th→JFK (#342616)	$195.00
11	06/11/25	Bellagio (Marriott) — 1 night	$513.61
12	06/12/25	Cosmopolitan — Hotel	$653.71
13	06/12/25	Cosmopolitan — Hotel	$639.75
14	06/12/25	Cosmopolitan — Refund	($12.00)
15	06/15/25	Park MGM (Marriott) — 1 night	$138.32
16	06/30/25	Airbnb — Signature MGM Grand, 7 nights	$1,245.82
17	07/08/25	Airbnb — Extended stay	$426.23
18	07/08/25	Airbnb — Refund	($165.35)
19	07/09/25	Airbnb — Additional (through Jul 10)	$99.00
20	07/09/25	MGM Sig Front Desk	$28.00
21	07/14/25	Luxor Hotel — 1 night	$88.44
22	06/11/25	Desert Cab (LV)	$30.09
23	06/11/25	Curb LV Taxi	$31.36
24	06/12/25	Curb LV Taxi	$16.21
25	06/12/25	Curb LV Taxi	$15.45
26	06/12/25	Curb LV Taxi	$11.78
27	06/14/25	Uber Trip (LV)	$19.34
28	06/14/25	Lyft (LV)	$23.65
29	07/01/25	Curb LV Taxi	$30.09
30	07/01/25	Uber	$23.80
31	07/02/25	Uber	$10.27
32	07/02/25	Uber	$11.31
33	07/02/25	Uber	$22.72
34	07/02/25	Uber	$17.04
35	07/03/25	Uber	$17.96
36	07/04/25	Uber	$20.94
37	07/05/25	Uber	$19.24
38	07/05/25	Uber	$21.24
39	07/05/25	Uber	$23.22
40	07/05/25	Uber	$32.31
41	07/06/25	Uber	$38.15
42	07/06/25	Uber	$19.50
43	07/06/25	Uber	$7.79
44	07/07/25	Uber	$10.98
45	07/07/25	Uber	$11.32
46	07/08/25	Uber	$18.83
47	07/08/25	Uber	$18.70
48	07/09/25	Uber	$19.77
49	07/09/25	Uber	$19.22
50	07/10/25	Uber	$20.72
51	07/10/25	Uber	$16.91
52	07/11/25	Uber	$19.08
53	07/11/25	Uber	$14.19
54	07/11/25	Uber	$15.27
55	07/11/25	Uber	$10.02
56	07/11/25	Uber	$13.02
57	07/14/25	Curb LV Taxi	$27.09
58	07/10/25	FSP NYC Black Car	$175.00
59	07/21/25	Lyft (Airport Return)	$136.94
60	07/14/25	Capital 1 Lounge	$90.00
61	06/11/25	JFK Palm Restaurant	$46.90
62	06/14/25	Wendy's #652 (LAS)	$4.22
63	06/15/25	Hudson News (JFK T4)	$27.49
64	07/01/25	JFK Buffalo Wild Wings	$19.17
65	07/01/25	Brewery X ONT (layover)	$73.95
66	07/11/25	LGA Bubbys Diner	$19.85
67	07/11/25	LGA Essex Burger	$19.39
68	07/11/25	LGA Essex Burger	$19.39
69	07/11/25	LGA Kombu	$6.73
70	07/11/25	LGA Cotto Market	$7.25
71	06/07/25	AA Wifi	$12.00
72	06/07/25	Wifionboard	$9.95
73	06/07/25	Wifionboard	$9.95
74	06/11/25	Delta In-Flight	$12.00
75	07/18/25	Wifionboard (Return)	$9.95
76	06/12/25	Black Tap Bar (LV)	$14.92
77	06/15/25	Cosmopolitan The Corner	$34.48
78	07/02/25	Emeril's No Fish House	$55.77
79	07/02/25	Wolfgang Puck	$15.40
80	07/02/25	MGM Starbucks	$21.18
81	07/02/25	Uber Eats	$21.65
82	07/03/25	MGM Netflix Bistro	$38.51
83	07/03/25	Wolfgang Puck	$15.40
84	07/03/25	Uber Eats	$20.61
85	07/04/25	Emeril's No Fish House	$58.77
86	07/04/25	MGM Netflix Bistro	$24.39
87	07/04/25	Wolfgang Puck	$46.20
88	07/05/25	Wolfgang Puck	$79.59
89	07/05/25	Emeril's No Fish House	$97.53
90	07/05/25	Uber Eats	$24.52
91	07/06/25	Wolfgang Puck	$60.33
92	07/06/25	Cosmopol Ghost Donkey	$49.41
93	07/06/25	Gipsy	$19.00
94	07/06/25	Uber Eats	$37.21
95	07/06/25	Uber Eats	$25.41
96	07/06/25	Uber Eats	$12.95
97	07/06/25	Bonanno's Pizza	$36.02
98	07/07/25	MGM Dive Bar	$15.41
99	07/07/25	MGM Dive Bar	$15.41
100	07/07/25	Bonanno's Pizza	$36.02
101	07/07/25	MGM Grand Netflix Bistro	$136.08
102	07/07/25	MGM Grand Netflix Bistro	$48.10
103	07/07/25	MGM Grand Dive Bar	$44.22
104	07/07/25	Dunkin Henderson	$28.07
105	07/08/25	Emeril's No Fish House	$42.85
106	07/08/25	Emeril's No Fish House	$37.51
107	07/08/25	MGM Dive Bar	$48.78
108	07/08/25	Sig Grand Delight	$17.27
109	07/08/25	Sig Grand Delight	$44.23
110	07/09/25	Emeril's No Fish House	$57.77
111	07/09/25	MGM Morimoto	$55.69
112	07/09/25	MGM 32 Degrees	$18.96
113	07/09/25	Wolfgang Puck	$46.95
114	07/09/25	Bonanno's Pizza	$8.53
115	07/10/25	MGM Netflix Bistro	$7.70
116	07/10/25	Sig Lounge	$19.26
117	07/10/25	Coca Cola LV	$3.75
118	07/10/25	Uber Eats (LV)	$56.85
119	07/11/25	Starbucks LUX MGM	$25.92
120	07/14/25	Emeril's No Fish House	$18.26
SUBTOTAL			$8,774.55

Event staff, AV, photography, DJ, production crew

#	Date	Description	Amount
1	07/02/25	Joshua Woodbury — SWM event plans	$2,200.00
2	07/02/25	Joshua Woodbury — Test payment	$1.00
3	07/07/25	Joshua Woodbury — OSE event	$876.00
4	07/09/25	Joshua Woodbury — On Stage Essentials	$127.00
5	07/07/25	Daniel Croteau — DJ Equipment	$150.00
6	07/07/25	Leona Meng — OSE Event	$20.00
7	07/09/25	Lauren Gedeon — OSE Launch Jul 5&6	$220.00
8	06/04/25	Kelsey Jones — OSE (partial)	$300.00
9	07/01/25	AV Vegas — Audio/Visual	$311.70
10	07/03/25	Lisa Lyttle — Vendor	$625.00
11	07/22/25	Gabe LV Photog	$250.00
12	07/10/25	Alex Stechschulte — Photographer	$375.00
13	06/23/25	Event Vendor Payment	$375.00
14	06/23/25	Event Vendor Payment	$150.00
15	06/23/25	Event Vendor Payment	$50.00
16	06/24/25	Event Vendor Payment	$22.00
17	06/30/25	Event Vendor Payment	$300.00
18	07/07/25	Event Vendor Payment	$150.00
19	07/07/25	Event Vendor Payment	$35.00
20	07/07/25	Event Vendor Payment	$30.00
21	07/14/25	Event Vendor Payment	$8.00
22	07/16/25	Event Vendor Payment	$100.00
23	07/17/25	Event Vendor Payment	$350.00
24	07/22/25	Event Vendor Payment	$15.00
SUBTOTAL			$7,040.70

Signage, printing, equipment, photo services, supplies

#	Date	Description	Amount
1	06/30/25	FastNeonSigns (signage)	$369.00
2	07/03/25	Lightspeed Express	$110.72
3	07/03/25	Everything In Print	$248.76
4	07/02/25	FedEx Office — 3799 LV Blvd	$1.24
5	07/05/25	FedEx Office — poster prints	$157.14
6	07/05/25	FedEx Office — copies	$9.23
7	07/05/25	FedEx Office — copies	$6.16
8	07/02/25	FedEx Office (shipping)	$4.29
9	07/07/25	Guestpix.com	$177.00
10	07/07/25	Amazon (supplies)	$23.39
11	07/07/25	Walmart #1560 LV	$27.05
12	07/09/25	On Stage Essentials (supplies)	$38.97
13	07/09/25	On Stage Essentials (supplies)	$8.62
14	06/12/25	Paperless Post (Invitations)	$250.00
15	07/02/25	Sig Essentials	$19.05
16	07/04/25	Sig Essentials	$18.38
17	07/04/25	Craigslist	$5.00
18	07/04/25	Craigslist	$5.00
19	07/04/25	Craigslist	$5.00
20	07/05/25	Craigslist	$5.00
21	07/05/25	Craigslist	$5.00
22	07/06/25	The Dean @ MGM	$84.53
23	07/06/25	Arco Gas	$3.00
24	07/07/25	Apple Store — Forum Shops	$106.21
25	07/07/25	Sundries @ Forum	$7.38
26	07/07/25	Sig Essentials	$6.79
27	07/08/25	Chargefuze	$6.00
28	07/09/25	Chargefuze	$6.00
29	07/09/25	Sig Essentials	$6.29
30	07/10/25	Sig Essentials	$10.83
31	06/15/25	Just Fun Socks (LV)	$43.34
SUBTOTAL			$1,774.37

1BExecutive Producer — Gabby Gabriel$164,700.00

Full-time executive production from pre-production through event wrap-up. Valued at $300/hr, below standard market rate for executive producers of this scope.

Gabby Gabriel

Executive Producer & Creative Director · May 9 – Jul 8, 2025

$164,700.00

549 hrs @ $300/hr

Phase	Period	Hours	Value
Pre-Production (Remote) 33 days full-time @ 9 hrs/day — vendor sourcing, venue coordination, creative direction, guest list curation (152 guests), contractor management	May 9 – Jun 10	297	$89,100.00
June Site Visit (LV) 5 days on-ground @ 9 hrs/day — venue walkthroughs, vendor meetings, production planning	Jun 11 – Jun 15	45	$13,500.00
Event Week + Wrap-Up (LV) 23 days @ 9 hrs/day — load-in, show day, talent coordination, vendor oversight, breakdown, wrap-up	Jul 1 – Jul 8	207	$62,100.00
TOTAL			$164,700.00

1CEarned Media$49,000.00

Press secured by SWM LLC at $0 cost through Gabby Gabriel (sole PR representative). Valued at Advertising Value Equivalency (AVE) rates for the Las Vegas DMA (#40 nationally) and national outlet tiers.

6 placements$0 PR spendLas Vegas DMA + National

Outlet	Type	Date	AVE
QVegas Magazine	Cover Feature — Print & Digital	Jul 2025	$15,000.00
Las Vegas Review-Journal (Neon/Kats)	Column Feature — Digital	Jul 2025	$8,500.00
KSNV News 3 Las Vegas (NBC)	Broadcast Mention	Jul 2025	$4,500.00
KVVU Fox 5 Vegas	Broadcast Segment — Video	Jul 2025	$7,500.00
KVVU Fox 5 Vegas	Broadcast Segment — Video (2nd)	Jul 2025	$7,500.00
LATV Network	National Feature — Digital	Jul 2025	$6,000.00
TOTAL EARNED MEDIA VALUE			$49,000.00

1DNegotiated Savings$5,963.30

Vendor discounts, complimentary performer bookings, and influencer appearances secured by Gabby Gabriel. Represents market value of services obtained at no cost.

Item	Detail	Value
AV / Sound Equipment	AV Vegas — market $2,500, paid $311.70	$2,188.30
Step & Repeat Banner	Market $1,000, paid $350	$650.00
Victoria Jade — Burlesque Performer	Complimentary performance, negotiated by Gabby	$750.00
Alec Batton (Moonaysha) — Variety Performer	Complimentary performance, negotiated by Gabby	$750.00
Laura Wright — Performer	Complimentary performance, negotiated by Gabby	$750.00
James Mansfield — Influencer (258k)	Complimentary appearance, negotiated by Gabby	$500.00
Vegas Lady Tierney — Musician (10.6k)	Complimentary appearance, negotiated by Gabby	$375.00
TOTAL NEGOTIATED SAVINGS		$5,963.30

1EDigital & Creative Services$15,000.00

Social media management and website development provided by SWM's team. Allocated at 1/3 of team capacity for OSE. Net of one payment received from OSE.

Social Media Management (May–Nov)	7 months × $2,000/mo · 1/3 team allocation	$14,000.00
Website Development	OSE website design & build	$1,500.00
Less: OSE Payment Received	One-time payment from OSE for social media	($500.00)
NET DIGITAL SERVICES		$15,000.00

Executive Producer

Gabby Gabriel

The time reflected in this report is noted for context only — not as a request. At a senior executive level, the standard market rate for this scope of work would typically range from $500–$750/hr. The hours logged here are simply an honest record of what was invested, so the full picture of what this collaboration required is clear.

Hours on this project

549

hrs · $300/hr billed

Project 02

Ongoing OSE Support

Aug – Dec 2025 · Advisory & Strategic Support

Total Value (mid)

$9,750.00

range $4,500.00 – $15,000.00

Hours (mid)

32.5

range 15–50 hrs

Rate

$300/hr

Months

Aug – Dec 2025

2AExecutive Advisory Services$4,500.00 – $15,000.00

Ongoing advisory and support services provided by Gabby Gabriel for OSE operations across Aug–Dec 2025 (5 months). Estimated at 3–10 hours per month depending on activity level. Midpoint used for reporting purposes.

5 months Aug – Dec 20253–10 hrs/month range32.5 hrs midpoint$300/hr

Executive Advisory — Low estimate	15 hrs × $300/hr · 3 hrs/month × 5 months	$4,500.00
Executive Advisory — Midpoint estimate	32.5 hrs × $300/hr · 6.5 hrs/month × 5 months	$9,750.00
Executive Advisory — High estimate	50 hrs × $300/hr · 10 hrs/month × 5 months	$15,000.00
REPORTED VALUE (MIDPOINT)		$9,750.00

Project 03

Vegas Fashion Week

Nov 2025 · Inaugural Event · Vegas Fashion Council

Total Value

$117,000.00

PR Investment

$4,200.00

freelance PR

Earned Media

$106,500.00

7 placements

Exec Time

$6,300.00

21 hrs

3AExecutive Services$6,300.00

Gabby Gabriel built a relationship with the Vegas Fashion Council, resulting in OSE's participation in the inaugural Vegas Fashion Week. On-site coordination, relationship building, and event production over 3 days, plus November ongoing advisory hours.

Vegas Fashion Week (3 days)	21 hrs × $300/hr · On-site coordination, relationship building, event production	$6,300.00
Nov Ongoing Support	0 hrs × $300/hr · Monthly advisory (non-VFW)	$0.00
EXECUTIVE TOTAL		$6,300.00

3BCapital Contribution$4,200.00

SWM LLC invested in both freelance PR and travel expenses for Vegas Fashion Week. The PR investment directly resulted in the People Magazine and Vanity Fair placements.

Jennifer — Freelance PR	SWM LLC paid · Secured People Magazine & Vanity Fair coverage	$2,000.00
Travel Expenses — VFW	Gabby Gabriel travel to Las Vegas for Vegas Fashion Week event	$2,200.00
VFW CAPITAL TOTAL		$4,200.00

3CEarned Media$106,500.00

Press secured through SWM LLC via freelance PR (Jennifer) and Gabby Gabriel's relationship with the Vegas Fashion Council. Includes Tier 1 national outlets. Valued at standard AVE rates.

7 placements$2,000 PR investmentNational + International

Outlet	Type	Date	AVE
PEOPLE Magazine	Exclusive Feature — National	Nov 12, 2025	$45,000.00
Vanity Fair	Feature — National	Nov 17, 2025	$40,000.00
The Express Tribune	Feature — International Digital	Nov 25, 2025	$5,000.00
Nevada Business	Industry Feature — Regional	Nov 18, 2025	$4,000.00
Digital Journal	Profile Feature — National Digital	Nov 20, 2025	$3,000.00
Vegas Magazine	Feature — Regional Print & Digital	Nov 2025	$6,000.00
Las Vegas Weekly	Feature — Regional Digital	Nov 2025	$3,500.00
TOTAL EARNED MEDIA VALUE			$106,500.00

Notes & Methodology

·Executive producer (Gabby Gabriel) is based in NYC. All Las Vegas expenses represent travel for OSE events.
·Launch party exec time: 549 hours full-time (9 hrs/day avg) from May 9 – Jul 8, 2025, including curation of 152-person guest list.
·Seven Delta flight charges across 4 confirmation numbers; BLADE helicopter transfers ($525 total) for both Vegas trips.
·Launch party earned media: QVegas cover feature, Las Vegas Review-Journal, KSNV NBC, KVVU Fox 5 (×2), and LATV Network.
·Vegas Fashion Week: Gabby Gabriel established relationship with Vegas Fashion Council, creating opportunities for both OSE and SWM.
·VFW earned media includes People Magazine and Vanity Fair (Tier 1 national) secured via freelance PR ($2,000 SWM capital).
·Digital services net of $500 payment received from OSE for social media work.
·All AVE valuations use standard media rate cards for Las Vegas DMA (#40 nationally) and national outlet tiers.
·Data sources: BofA 0573, BofA 6674, SWM Chase, Apple Card, Schwab, BofA cards 9199/7689/4196, SWM PayPal.

📌

Context

All social media management and content creation for On Stage Essentials from May through November 2025 was delivered by Second Wind Media without compensation. One payment of $500 was received, net of which the full value of this work is reflected in the financial breakdown above. The analysis below reflects performance achieved under those conditions.

Total Posts

208

Apr 2025 – present

Followers

4,275

Organic growth, no paid

Total Likes

22,372

Across 93 sampled posts

Average Engagement by Format

Carousel

9.7%

avg engagement rate

404 likes · 12 comments avg

Best performer

Video / Reel

5.0%

avg engagement rate

207 likes · 7 comments avg

Strong reach

Static Image

1.9%

avg engagement rate

77 likes · 4 comments avg

Lowest return

Top Performing Posts

Sep 25, 2025

"We're back, Vegas" — return from break announcement

4,246likes·101%ER

Jun 26, 2025

Feathers & velvet custom look by Natali (studio shoot)

2,431likes·58%ER

Aug 20, 2025

Launch day MUA + hair artist thank you

1,694likes·41%ER

Oct 23, 2025

Dodeca rhinestones & Preciosa crystals now online

1,553likes·37%ER

Jul 3, 2025

QVegas magazine cover feature

1,491likes·37%ER

Nov 13, 2025

Natali's VFW debut — Lady Gaga feathered coat

1,228likes·30%ER

What Worked

→ Founder-led content. Posts featuring Natali personally averaged 977 likes — 4× the account average. Her face, story, and craft are the brand's strongest asset.
→ Press & media moments. QVegas cover (1,491 likes, 83 comments) and Digital Journal feature (384 likes) drove the highest comment-to-like ratios — audiences engaged deeply.
→ Carousel format. Carousels averaged 404 likes and 9.7% ER — nearly double reels and 5× static images. Multi-image storytelling consistently outperformed.
→ Event-anchored content. VFW debut reel (1,228 likes), Lady Gaga MAYHEM Ball custom pieces (530 likes), and launch weekend posts all performed well above average.
→ Authentic return moments. "We're back, Vegas" (4,246 likes, 101% ER) is the highest-performing post in the account's history — absence created anticipation.

What Didn't Work

→ Static product images. Single-image posts of inventory (rhinestones, zippers, elastic) averaged just 77 likes and 1.9% ER. Without context or a person, product shots underperform.
→ Generic supply announcements. "New arrival" posts for commodity items (thread, velcro, elastic) regularly landed under 35 likes. Inventory news needs a story hook.
→ Posting gaps. The account went quiet for extended periods (notably between July–September 2025), which caused audience disengagement. The "We're back" post proves the gap was felt.
→ Inconsistent voice. Early posts (Apr–May 2025) used a more generic retail tone. Engagement was noticeably lower before the brand voice became more personal and Vegas-specific.
→ TikTok repurposing. Without a dedicated TikTok strategy, repurposed content likely underperformed on that platform. No TikTok-native content was created during this period.

Do More Of

→ Natali on camera. Every post featuring Natali outperformed the account average by 4×. She should appear in at least 2 posts per week — behind the scenes, design process, or personal storytelling.
→ Transformation carousels. Before/after custom builds, client reveals, and process carousels are the highest-converting content type. Aim for 2–3 per month minimum.
→ Vegas event tie-ins. EDC, residency shows, drag events, and fashion weeks are natural content hooks. Plan content 2 weeks ahead of each major Vegas event.
→ Meet the Designer / community series. The Woozy brand feature (135 likes, 36 comments — highest comment ratio) shows the audience wants community content. Expand this series monthly.
→ Consistent posting cadence. The data shows engagement drops sharply during gaps. A minimum of 4–5 posts/week with no gaps longer than 3 days is the baseline needed to maintain momentum.

Monthly Engagement Trend

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Peak months: June (Natali studio shoot went viral — 2,431 likes on one post), September (\"We're back\" post — 4,246 likes), and October (rhinestone product launch + store intro reel). December dropped sharply — consistent with reduced posting frequency and no major event hooks.

Looking Ahead — 2026

The foundation built in 2025 — the relationships, the press, the community positioning — sets the stage for a significantly more active year ahead. Below is the shared roadmap for OSE and Second Wind Media across 2026.

Gala Season

Jan – Mar 2026

Completed

Two galas attended in Q1 — continuing OSE's presence in the Las Vegas luxury philanthropy circuit and building on the momentum from the Storybook Gala and One Night for One Drop activations in 2025.

→Gala #1 — Q1 2026
→Gala #2 — Q1 2026
→Continued luxury positioning & donor community

Vegas Fashion Council + OSE 1-Year

Apr – Jun 2026

In Progress

Deepening the Vegas Fashion Council relationship established at VFW 2025, and celebrating OSE's one-year anniversary with a brand moment that reinforces community, growth, and creative identity.

→Vegas Fashion Council activation
→OSE 1-Year Anniversary Party
→Community & press moment

Heads Acquisition

Jul – Sep 2026

Target

A strategic acquisition target that would meaningfully expand OSE's reach, capabilities, or market position. Timing is aspirational — Q4 remains an option depending on deal progression.

→Strategic acquisition evaluation
→Due diligence & partnership structuring
→Integration planning

Vegas Fashion Week — Year 2

Oct – Dec 2026

Planned

Returning to Vegas Fashion Week with a stronger presence — building on the People Magazine and Vanity Fair placements from Year 1, with OSE positioned as a recognized brand within the Vegas fashion ecosystem.

→VFW Year 2 activation
→Expanded press & media strategy
→OSE brand showcase

Second Wind Media LLC × On Stage Essentials
2025 Partnership Report · Prepared April 2, 2026 · Confidential

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