The first Rock the Kasbah event was held on July 2, 2007 at the Hollywood Roosevelt Hotel in Los Angeles, California. Richard Branson attended the event in formal Moroccan wear and arrived at the event by way of horseback. Branson described the first Rock the Kasbah event as one of the best parties I've ever been to and musical guest Jewel performed. Funds raised at this event, via ticket sales and live and silent auctions, went to help build schools in the Atlas Mountains of Morocco, as well as three villages near Kasbah Tamadot. Celebrity guests included Buzz Aldrin and Rachel Hunter.