Getting the Ultra-Wealthy, ‘White Lotus’ Clientele in Your Audience

Like everyone else right now, HBO Max’s hit show The White Lotus is a program that I really enjoy. Perhaps I like it partly because the show’s first season is set in my native Hawaii, featuring the gorgeous and lush tropical landscapes I grew up with. The scenery is spectacular; it’s beautifully shot, and the soundtrack has some amazing Hawaiian music. But besides the setting, what I love about the show is that it highlights themes that are near and dear to my life and business: namely, how the wealthy spend their money. No spoilers here, but the first episode features a newlywed couple who were booked into a hotel in what was supposed to be the best room in the entire resort. Unfortunately, due to a mix-up, the hotel was unable to give them the best room, so they had to settle for the second-best room. What strikes me about the episode is that the newlywed husband, who is incredibly wealthy and just married to an unbelievably gorgeous woman, is so distracted by having to settle for the second-best room that his honeymoon is ruined. 

Most non-wealthy people can’t even imagine what it would be like to be so angry to have gotten the second-best room in a 5-star resort in Hawaii. However, I know exactly who these ultra-wealthy people are! At nearly every major event at which I serve as auctioneer, I see at least one or two of them in my audience. If I’m lucky, I get three or even four. What I love about those people is that even more than wanting to win, they are sometimes more motivated by not wanting to lose. Coming in second for such individuals is a disgrace and completely unacceptable. As it plays out in an auction, two such people are bidding on the same item, they each have to keep raising their paddles because it would be publicly humiliating to be seen as “the loser.” Casinos have a name for them - whales - because they are the biggest fish of all. Whales may spend and lose bundles of cash, but they are always treated as winners by being accorded the best service, the best amenities, and the utmost respect from peers.

If you or I had $10,000 to bid on a luxurious auction item and were outbid by someone else who offered $12,000, I’m fairly certain that it wouldn’t register as an issue for me. I wouldn’t lose sleep over it, that’s for sure. But an ultra-competitive businessman, and that’s usually, though not always who they are, would see that as a diminution. How would it look to be seen as the person who failed to win the item he was bidding on? It’s not about money; it’s about reputation and relationships. To be seen as a runner-up is not an option, so they keep raising their paddle. 

All I can say is, “God bless them.” People like that, even if their motives aren’t exactly pure, are what keep charity benefit auctions in business. As the auctioneer, I can’t control who shows up for one of my events, but the organizers of the event can. If you, the organizer, know people like that and can entice them to come to your event, I highly recommend that you do so. It might even bring you and your organization closer to White Lotus status.