The Adelaide celebrities and influencers paid for appearing at events

Adelaide celebrities and social media influencers are charging fees to appear at events in an emerging trend. Here’s how much they’re paid.

Adelaide celebrities and social media influencers are charging appearance fees for events in an emerging trend which experts say is the way of the future.

Retired Port Adelaide legend Gavin Wanganeen and wife Pippa, ex-Crow Bryce Gibbs and wife Lauren, and House Rules contestant Jessica Dover are among the local identities who can command up to $300 per event to mingle with guests on the red carpet, and provide social media coverage.

They are all signed with Adelaide modelling and talent agency The Models, founded by former models Letitia Fitzpatrick and Rebecca Lawrence.

Ms Fitzpatrick said it was important their stable of talent was “valued” for what they bring to the table, which includes spending time at events.

“A lot of the time they’re invited to these events because the brands want the social coverage that influencers provide,” she said.

“This just taps into the audience that the girls have grown and built themselves through years of hard work … and the brands are getting what they want and what they need out of it as a guarantee as well.”

Jessica Dover is one Adelaide celeb who receives a fee for attending events.

Lauren and Bryce Gibbs, pictured at the 2018 Brownlow Medal. Picture: Quinn Rooney/Getty Images

Ms Fitzpatrick said the new offering – tailored for their high-profile Adelaide identities – had been in operation for nine months and had already proven popular.

“There is a huge market for this to continue to grow. There’s a reason that Pippa and Jess, for example, are getting invited to these events over my neighbour next door,” she said.

“The brands know these girls and their talent bring a lot of value and drive awareness and sales.”

Leading celebrity agent Max Markson agreed there was an Adelaide market for clients looking to secure top local celebrities for their big-budget soirees.

“I used to say if you want a big name, give them a fee and they’ll come. If you just invite them, they might come, they might not. If you want to guarantee them coming, put some money in their pocket,” he said.

“Even in a smaller city, there’s always the local sports personalities, the local radio stars, the TV stars, there’s always celebrities around, whether it’s New York or London or Adelaide.”

Mr Markson said A list celebrities in Sydney and Melbourne can command up to $50,000 per appearance, while prominent local stars get paid between $3000 and $10,000 per event.

The Models’ new offering has ruffled some feathers around Adelaide. One local PR director, who spoke on the condition of anonymity, said their company refuses to pay for guests because they do not provide “value for money”.

“We find the fees can be very high, compared to what the actual follower count and return is. We don’t think it’s worth it for the client,” they said.

“I also think it has the potential to ostracise other guests, who are attending for free to support the business. Millennials and GenZers are becoming more savvy at spotting endorsement deals and brand collaborations.”

Gavin and Pippa Wanganeen.

Adelaide PR maven Sarah Abbott, who runs Sassafras PR, said she has never paid an influencer to attend one of her events but could see why one of her competitors would consider it.

“I can understand the rationale of the influencer, why they might put a price on their ability to show up at an event,” she said.

“I’m not sure the market for that is here in Adelaide. The prime reason Adelaide is so good is that everyone knows someone.

“But I think it will keep progressing. That digital, social space is very competitive and it’s instantaneous and that is important for some brands.”

An Adelaide identity who regularly attends events alongside The Models’ stable – but doesn’t charge a fee – said paying guests hurts the authenticity of the event industry.

“If they are creating content for the business that is different, but attending events and being paid seems far fetched,” said the identity, who declined to be named.

“Especially coming out of COVID-19 we need to be supporting small businesses more than ever.”

Ms Fitzpatrick said ultimately it was up to her talent to decide whether they attended an event and all fees were “very negotiable”.

“It’s great to see that people are opening their eyes to this and PR companies are now going, ‘Okay well, we can charge our clients additional budget to be able to pay for influencers to be there’,” she said.

Coming on Monday: What does it take to make Adelaide’s A list? And more importantly, who’s on it? Return to Advertiser.com.au at noon for part 1.