Gilt by Association - NYTimes.com An art show for Eve Plumb, above, with one of the pieces from her "See the Pony" series, was held in a Chelsea penthouse that just happened to be for sale. IT was billed as "A Double Feature of Never Before Seen Paintings," starring Eve Plumb, a k a Jan Brady, of "Brady Bunch" fame. That may sound like a set-up for a "Saturday Night Live" skit (cue the theme song from the iconic 1970s show), but this was the big draw for an event in Chelsea on Wednesday night. Ms. Plumb, blond and charming in her black dress, was flitting about, explaining the inspiration for her artwork. An art gallery opening? No, her work was hanging on the walls of a Chelsea penthouse, and the people hosting the event hoped that the condo would be the real star of the evening. When the Broad Mill Development Group, the developers of Carriage House on West 24th Street, approached Ms. Plumb about displaying her Western scenes and "noir" series of black-and-whites based on old Hollywood films, she was thrilled. "Anytime anybody wants to give you an art show you take it," said Ms. Plumb, 53, who dabbles in art between acting jobs. She had suggested a tagline for the event: "Have a drink, buy some art, get a condo." That was a bit too direct for the developers. "I wanted to have some fun; let's have some fun," Ms. Plumb said. I am not a serious person, and it is not serious art. A mix of developers, their friends, invited brokers and a few potential buyers strolled by her artwork Wednesday night in the 1,614-square-foot duplex, which features an outdoor hot tub in 835 square feet of outdoor space. The exhibition was just the latest reminder that simply inviting people to come check out the real estate is no longer good enough. To lure high-net-worth prospects, creative - and often kitschy - events are now the bait for brokers and potential buyers. Earlier this month, a building at 123 Third Avenue hosted a "bundled luxury event" called "Shop at the Top." Held just a few days before Valentine's, it was a one-stop shopping experience with high-end retailers, including La Maison du Chocolat, Aaron Basha jewelry, Illuminum perfume and the jeweler Yael Sonia. Guests sipped on wine and hors d'oeuvres while walking amid the retailers and popping upstairs for tours of four penthouses, priced from $3.6 million to $4.5 million. Roxanne Hulderman, a "celebrity psychic," did readings in an upstairs bedroom of one apartment. "We have to be very creative these days to showcase properties and cross-brand, and to think of any outside-the-box ways to bring traffic and attention to properties," said Tom Postilio, a broker with CORE who attended the event. While apartments over $10 million in New York are practically selling themselves - often to out-of-towners like the Russians, the Chinese and the Brazilians - some apartments below that level need a little more publicity. Earlier this month, Mr. Postilio said, he was at a runway fashion show in a three-bedroom apartment with Hudson River views on the Far West Side, listed for $3.49 million. "I turned to my colleague and said, "Who would have ever thought that in 2012 we are selling real estate and we are at a fashion show?" " he said. But you never know who might be in the audience. You just have to spark the interest of one buyer. As Mr. Postilio acknowledged, the efforts are intended to bring together high-end brokers and high-wealth individuals. Last week he introduced a $6.5 million penthouse at 211 East 51st Street at a party co-sponsored by Manhattan magazine, which brought along 50 of its top V.I.P.s, he said. Last summer, Azure, a luxury condo building on the Upper East Side, staged a book signing and reading with Soleil Moon Frye, a k a Punky Brewster, that was attended by almost 100 well-heeled mothers, according to Hundred Stories, the public relations company that organized the event with a group called DivaMoms. Last October, Azure hosted a show by John Grande, a photo-based painter whose works were inspired by cultural icons like Batman and the Playboy logo. The developers also teamed up last fall with the president of the company that publishes "America's Top Doctors" to host an event, and drew more than 50 doctors from Mount Sinai and other local hospitals.