Fame game: Karen Wood created the backstage 'celebrity retreat,' where retailers and designers give their wares to stars as product placement strategy.

RICHARD Chamberlain has done lots of awards shows over the years--so he's picked up plenty of goody bags.

But even the veteran actor was unprepared for the perks as a presenter at last month's 10th Annual Screen Actors Guild Awards.

Instead of the usual small stuff, Chamberlain's "bag" included a four-night stay in Brazil, a recliner (color of his choice), luggage, leather loafers, perfumes and three pairs of sunglasses. "It was totally, absolutely amazing," said Chamberlain. "It was like Christmas in January."

The items, all donated by retailers, are assembled by Backstage Creations Inc., a 4-year-old Santa Monica company that has found a niche in the product placement industry.

Founder Karen Wood created the concept of a backstage "celebrity retreat," where retailers and designers give away their products to actors and musicians during awards show rehearsals, and in the hours before show time for those who skipped rehearsals.

"The beauty of what we do is one-on-one direct access to the celebrities," said Wood. "It's unattainable to anyone else."

So generous are the offerings that many celebrities refuse to publicly discuss what they took home for fear of a public relations backlash. Freebies became a particularly sensitive matter last winter when it was revealed that celebrities are often paid large sums or receive expensive gifts for appearing at charity fundraisers.

"A lot of them feel almost guilty about it," Wood acknowledged. "It's a very spoiling, over-the-top experience."

Kathy Connell, who produces the SAG Awards, said she had no problem with celebrities taking home goodies. "We are thanking them for their time and their support, which is very valuable," she said.

Connell added that the retailers donated an extra item each toward a gift bag that raised more than $21,000 on eBay for the SAG Foundation, which supports a nationwide literacy program and provides scholarships for SAG members.

Backstage Creations has staged retreats at 40 shows, including the Grammy Awards, American Music Awards, NAACP Image Awards and the "American Idol" finals. Wood just signed to do the Motown 45 TV special to be taped April 4 at the Shrine Auditorium.

Getting inside the doors of show producers was not a problem for Wood, who met most of them during her six years as a talent coordinator for award events. The tough part was persuading designers and retailers not only to donate their items, but to pay her for the privilege as well.

Companies are charged $8,000 to have their products at the retreat, and an extra $2,000 each to have up to two representatives present.

"My initial calls were met with a lot of resistance from marketing directors not wanting to pay a fee and donate a product," said Wood. "It was my position to convince them of the merits of what I was offering."

Access turned out to be a powerful draw, given the wonders that any form of celebrity endorsement can do for a product. Celebrities are informed that their comments about products may be recorded by Wood's staff for use on her Web site and in promotional releases.

The SAG event gave Leon Haytayan, owner of Leon's Fine Jewelry Beverly Hills a chance to schmooze with his childhood idol Clint Eastwood, as he handed out $600 pendants made from 14- or 18-karat white gold and tiny diamonds. Although Haytayan has been designing and manufacturing jewelry in L.A. for 25 years, he opened his store only three years ago and acknowledges that many shoppers don't know of its existence.

Oregon clothing designer Michelle DeCourcy met pop singer Norah Jones at a retreat for a VH-1 event in November 2002. The following February, Jones wore a DeCourcy-created black lace V-neck dress when she picked up five individual trophies at the 45th Annual Grammy Awards.

"That's the real payoff: having their product mentioned in the press in conjunction with a celebrity," said Wood. "It's more powerful than advertising."

Working with fame

Born and raised in Redding, Penn., Wood moved to Los Angeles in 1984 to serve as a tour guide for a Lawrence, Kan.-based travel agency, giving her access to five-star hotels and the finest restaurants in Pads, London, Rome, Hawaii and other destinations.

Her entrance into Hollywood came shortly after she signed up with a temp outfit while contemplating her next move. Wood's second assignment landed her at King World Productions Inc., a division of Viaeom Inc.

There, Wood became a production assistant, transportation coordinator and credentials coordinator for the Grammy, Emmy, MTV and Billboard awards shows. She performed a similar role during the Rolling Stones' 1989 "Steel Wheels" tour.

"This was the most invaluable job I could have held to segue into this business," said Wood. "I established a lot of great relationships with the production staff, which was instrumental in producing the events that I do."

In 1999, Wood devised the celebrity retreat, in part to give stars something to do during the down time.

"It was an easy relationship that had already started," said Gloria Fujita O'Brien, supervising producer for Jeff Margolis Productions, which produced the SAG awards and several others with Wood as talent coordinator. "She is very comfortable to work with and makes the talent very comfortable."

PROFILE

Backstage Creations Inc.

Year Founded: 2000

Core Business: Gift packages given to presenters and performers at awards shows

Revenues in 2002: $411,000

Revenues in 2003: $911,000

Employees in 2002: 2

Employees in 2003: 3

Goal: To expand into corporate gifts with thank-you and holiday presents

Driving Force: High-end retailers who want exposure and endorsement deals from celebrities using their products