In the days before GPS, a lost tourist was driving aimlessly through Manhattan. Late and fearing he would miss the opening curtain, he asked a passerby, “Excuse me, how do I get to Carnegie Hall?” After a moment’s pause, the grizzled New Yorker replied, “Practice, practice, practice.”
When people ask Eli Lunzer, a sports & entertainment events producer and brand marketing agent, how he thrives in such a competitive business, his response is simple: “Commitment, commitment, commitment.”
But what surprises most is that Eli’s commitment isn’t just about out-hustling his competitors. Far from it. His commitment lies in something deeper—his devotion to Hashem, Shabbat, his family, his people, and Eretz Yisrael.
Raised in a family dedicated to Jewish causes both in his native New York and the Holy Land, Eli learned from his parents the importance of supporting his community. His childhood was filled with concerts, where his passion for exceptional events and experiences began to take shape.
Through hard work, creativity, and a knack for networking, Eli has built a reputation for delivering unforgettable live experiences, innovative brand engagements, and top-tier brand collaborations across major celebrity and sporting events.—though never on Shabbat. For Eli, this means turning down opportunities that many would consider once-in-a-lifetime, including Michael Jordan’s private birthday party and various Super Bowl related bashes. His stance is unwavering: if an event falls on Shabbat, it’s simply not for him. Recently, while in San Francisco for All-Star Weekend, Eli mingled with LeBron James and other NBA stars at one of his events, but as the sun began to set on Friday, he politely wished everyone Shabbat Shalom and left early to honor the holy day.
Some may wonder about the challenges of antisemitism, especially in the wake of October 7th, when hatred toward Jews became more visible. Eli has experienced the opposite: support and empathy from those around him. He speaks with gratitude about the understanding and kindness he’s received from celebrities.
Eli’s work ethic is undeniable. He travels often, navigating airports and the busy schedules of his clients. Yet, when he sits with his family to enjoy Shabbat, he knows exactly what is meaningful and impactful.
This year has brought additional challenges for Eli, as he mourns the passing of his beloved mother, Pam Lunzer. Wherever his travels take him, he makes a point of attending early morning minyanim and excusing himself for afternoon Mincha services to recite Kaddish in her honor. She was a true role model and guide for his growth.
So, what do his clients think of his strict Shabbat observance? In a 24/7 business, how do they react when he goes off the grid for an entire day, and celebrities accustomed to immediate responses can’t reach him? To his surprise, many clients respect his commitment and integrity. They trust him more because he holds fast to his principles in an industry where people often compromise their values for the sake of success. In a world where 15 minutes can make or break a deal, his unwavering integrity stands out.
Eli’s advice to young entrepreneurs is simple: “Know who you are, and people will be drawn to you. No celebrity has ever been disappointed by a kosher restaurant I’ve taken them to—in fact, many prefer it. If being a Torah observant Jew costs you a deal, then it wasn’t meant to be. Getting angry only gives others power over you. Hashem is the ultimate and only Power.”
“Trust that everything is in Hashem’s hands,” Eli concludes. “When you do that, it feels better than sitting courtside at the Garden any day of the week.”
By Rabbi Baruch Epstein
