Cancer-fighting robots. AI-powered baby monitors. The future of American shipbuilding.
These are the kinds of startup ideas that get Mark Suster out of bed in the morning, into his Tesla, and down to the Santa Monica offices of Upfront, the venture capital firm he joined 16 years ago.
“There’s that old saying — the future is already here, it’s just unevenly distributed,” Suster said. “My job lets me see where the world’s going five years before the general population.”
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But Suster, 56, didn’t become the face of the L.A. venture capital scene thanks to his day-to-day investing. He got there by throwing a party called the Upfront Summit.
Every year, Suster’s splashy tech conference takes over an iconic L.A. location. One year, it’s at the Rose Bowl. Another year, it’s at a retreat center high in the Santa Monica Mountains. There are zip lines, hot air balloons, and, among the talks with tech founders about software and product development, fireside chats with celebrities, politicians and authors (Lady Gaga, Katy Perry and Novak Djokovic graced the stage this year).
The razzle-dazzle is part of the draw, and Suster clearly relishes his role as emcee (“I was a theater kid — I still love going to the theater,” he said.)
‘My job lets me see where the world’s going five years before the general population.’
— Mark Suster
But the real appeal comes down to cash. Suster’s strategic move was to invite not just venture capital investors, but the people who invest in venture capital investors. Called limited partners, these are the managers of pensions, sovereign wealth funds and other giant pools of money that want to tap into the tech market. By making sure they’re on the guest list, Suster has made the summit one of the easiest places in America for fellow venture capitalists to raise a new fund.
The summit loses Upfront money. When Suster started it in 2012, it cost around $300,000. In 2022, costs hit $2.3 million, Suster said, with a handful of sponsors chipping in to cut the losses. But throwing the premiere professional party in California comes with intangible benefits, like bringing in deals that would otherwise leave out Upfront and other L.A. funds and founders.
The 2024 party was a little scaled back, now that higher interest rates have throttled the fire hose of money that went into venture capital during the last decade. But Suster says that he welcomes the less frothy environment. “I’m having a lot more fun now,” he said, investing in founders “looking to build real businesses.”
