2015 REPORT
EVENT OVERVIEW WHAT IS THE FESTIVAL OF TREES?
HOW WERE FUNDS RAISED?
WHO WERE THE BENEFICIARIES OF THE FESTIVAL OF TREES?
On Wednesday, December 2, 2015, Easter Seals Midwest’s Festival of Trees gala and auction lit up the night at the DoubleTree by Hilton Hotel St. Louis— Chesterfield! One of the most unique and exciting events in town, the Festival of Trees offered an evening of elegant dining and dazzling entertainment, along with both silent and live auctions.
The Festival of Trees raised funds through event sponsorships, silent and live auction bidding, and in-kind donations of goods and services. At the gala, Easter Seals Midwest also provided an opportunity for patrons to give scholarship gifts through our Angels for Autism scholarship program, which benefits children and families in need of support by providing them with the opportunity to attend our renowned Parent Training Program.
Proceeds from the event benefited more than 2,000 Missouri children and adults with autism who are served by Easter Seals Midwest. Autism is an epidemic with no cure. In fact, 1 in 68 children nationwide will be diagnosed with this mysterious disorder. At Easter Seals Midwest, our focus is on providing comprehensive therapies and other services, which help individuals with autism, and their families, build stronger, happier lives as part of the community.
Since its inception in 1984, this volunteer-driven event has attracted thousands of attendees from across the bi-state region and has raised more than $3 million in support of our mission.
We believe that all people should be treated with dignity and respect. All people should have choices and control of their own lives. And, all people can learn, live, work and participate in a community that values their contributions, regardless of their disability.
TIMELINE MENU 5:30 P.M.
SALAD
Registration
Mixed Chopped Salad with Bibb, Red Leaf, Romaine and Kale; Cucumbers; Hearts of Palm; Red Peppers; Garbanzo Beans; Fresh Parmesan; and Lemon-Anchovy Vinaigrette
Champagne Reception
7 P.M. Welcome by Co-Emcees Chris Hrabe and Mark Reardon, KMOX (1120 AM) Wendy Sullivan, Chief Executive Officer, Easter Seals Midwest Judy Kent, Gala Chair, 32nd Annual Festival of Trees Meet Trevor | Mission Moment
7:45 P.M. Dinner Is Served and Silent Auction Closes
8:30 P.M. Live Auction by Rob Weiman, Mound City Auctions
9:15 P.M. Dancing to the Sounds of Griffin and the Gargoyles
ENTREE Roasted Tenderloin of Beef, Topped with Dried Port-Wine Demi-Glace Jumbo Shrimp Butterflied with Lump-Crab Cake and Herb Butter Pumpkin Mascarpone Polenta Asparagus with Fire-Roasted Red Pepper
DESSERT Chocolate Raspberry Dome with Raspberry Coulis Pecan Tart with Caramel Sauce and Vanilla Bean Whipped Cream
CONCEPT AND DESIGN To ensure a successful event, Easter Seals Midwest had three main objectives:
3 12 FUNDRAISING
GALA EXPERIENCE
FRIEND-RAISING
Generate $375,000 in revenue to support Easter Seals Midwest’s mission and programming.
Fill ballroom to maximize the opportunities to cultivate new supporters and steward current donors.
Engage corporations via sponsorships and/or table purchases.
Keep expenses below 25% of total revenue.
Create an experience that brings people back year after year, earning a place on their annual calendars as a “must attend” event. Motivate and inspire guests to support the mission beyond event attendance. Reinvigorate giving among existing donors through event-generated inspiration.
Create opportunities to develop lasting relationships with new potential donors and supporters.
OVERVIEW
FUNDRAISING
The Festival of Trees is held each year on the Wednesday after Thanksgiving to kick off the holiday season. Year after year we aim to host one of the most exciting and unique events in town. The experience is only enhanced for our guests when we present a delectable menu.
From the moment guests enter the venue, they can feel the energy and excitement from every volunteer, staff member and guest. After all, who doesn’t get excited at beautiful, gleaming Christmas trees that line the hallway and demand attention in the center of a ballroom?
Also, by adding new and exciting experiences in the auction– including offering more than 40 fully decorated, designer Christmas trees, we aim to make this gala truly one-of-a-kind.
Hosting more than 30 successful years of the Festival of Trees event is already a huge accomplishment for Easter Seals Midwest. And, it seems that there is not much more that can be done to make this fabulous gala even better. But, by fine-tuning a few things to enhance the event and the overall experience for our guests, we were able to make this year even more successful in meeting the objectives.
Engaging volunteers in the planning process all year long is one of our keys to success, and we develop lasting friendships and supporters of Easter Seals Midwest. Their passion for putting on such an elegant event ensures a great experience year after year.
The Festival of Trees raised funds through event sponsorships, gala ticket sales, silent and live auction bidding, and in-kind donations of goods and services. At the gala, Easter Seals Midwest also provided an opportunity for patrons to give scholarship gifts through the Angels for Autism scholarship program, which benefits children and families in need of support by providing them with the opportunity to attend Easter Seals Midwest’s renowned Parent Training Program. This year’s event raised $375,000 overall! With an expense budget of $85,000 (including all in-kind donations for the event), we definitely met our goal of being within a 25% margin. In fact, due to the donations received, our actual out-of-pocket expenses were only 15% of the total dollars raised.
GALA EXPERIENCE
FRIEND-RAISING
This year, we were excited to fill the ballroom with 350 guests. By having a full house of engaged supporters, we were presented with numerous opportunities to cultivate new supporters and steward current donors. There were more than 100 potential new supporters in the room, and 36 of those supporters made a first-time gift during the auction.
This year’s corporate support was fantastic. By offering some great benefits to our sponsors, we were able to secure $186,000 in sponsorship dollars from corporations. The sponsorship money was instrumental in making this year’s event so financially successful. The whole evening really served to reinvigorate donors. Through strategically placed staff and volunteers throughout the room, we were able to get to know the guests and find their passions. These connections allowed for more mission centric stories to be told and for us to develop deeper friendship and trust among our guests.
This event definitely creates an experience that brings people back year after year. We had more than 200 guests attend who were continued supporters. When people began leaving, they were already asking about the date for next year, especially when they didn’t win the tree they were dying to bring home! To motivate and inspire guests to support the mission beyond just attending we showed a video at this year’s event. This video not only demonstrated the lifelong support Easter Seals Midwest provides to families, but also brought tears to the eyes of so many when they actually saw what success looks like for a family impacted by autism. When the the star of our video appeared onstage and spoke briefly with a shy thank you. The room lit up and the crowd rose to a standing ovation. Who wouldn’t be motivated to raise a paddle in support of such an amazing story. That moment raised nearly $80,000!
EVENT D E C O R
From the moment Festival of Trees patrons stepped out of the chilly night air and into the elegantly appointed lobby of the DoubleTree by Hilton Hotel St. Louis—Chesterfield, they could feel the holiday spirit envelop them. After being cordially greeted at registration, guests were welcomed to the celebration in the warmly lit foyer of the grand ballroom, just beyond the lobby, where glasses of champagne awaited. There, in the pre-function space, hues of luxuriant navy and rich gold were woven throughout the silent auction items, which included dining gift certificates, fine wine, spa services, tickets to sporting events, sports memorabilia, “experiences,” and, most important, plenty of gorgeous Christmas trees and wreaths to complement any style. In fact, the most unique aspect of this fabulous party was the opportunity to bid on more than 30 beautiful holiday décor items in both the silent and live auctions. Wreaths abounded to adorn stately front doors, and trees ranged from small tabletop sizes in the silent auction to distinguished, professionally designed eight-foot beauties in the live auction. After a short cocktail hour, the doors to the main ballroom swung open to reveal five full-size, fully decorated live-auction trees, which lined the beautifully lit stage in the center of the room. Decked out with dazzling ornaments nestled amongst their boughs and plenty of glistening baubles that glimmered in the frosty, twinkling lights, these holiday treasures were certainly at the heart of many memorable, festive celebrations with family and friends! Ballroom linens carried a tasteful navy-and-gold color palette, creating a fun and eclectic look, as did tabletop centerpieces, which were donated by local florists to match the design of the room. Each table looked more elegant than the next, with candles flickering, gold chargers gleaming and white china sparkling. Our VIP sponsors also were treated to an exceptional appetizer display as they waited for all of the guests to be seated.
LINEN
EVENT
Media Contact: Micki Keim Vice President, Marketing & Communications Office Office: 314-394-7019 Cell: 314-791-9948 micki.keim@esmw.org
PRESS RELEASE
For Immediate Release 32nd Annual Festival of Trees Gala and Auction to Benefit Individuals with Autism ST. LOUIS—December 1, 2015—Easter Seals Midwest will kick off the 2015 holiday season with its 32nd annual Festival of Trees gala and auction on Wednesday, December 2, 2015, at 5:30 p.m. The event, which is presented by the Kent family, will be held at the DoubleTree by Hilton Hotel St. Louis—Chesterfield (16625 Swingley Ridge Road, Chesterfield, MO 63017). The Festival of Trees is one of Easter Seals Midwest’s signature fundraisers, and it has raised millions of dollars to benefit programs for children and adults with autism, which affects 1 in 68 children nationwide. Last year’s event alone raised more than $405,000. All proceeds from the event go directly to support individuals and families impacted by autism. The gala features a champagne reception, three-course meal, and both live and silent auctions. Featured in the live and silent auctions are dozens of custom-designed holiday wreaths and Christmas trees that range from tabletop trees to stately eight-foot beauties. “This spectacular event is the result of the tireless efforts of our event chair, Judy Kent, and her dedicated committee of volunteers,” said Wendy Sullivan, chief executive officer of Easter Seals Midwest. “We also owe a debt of gratitude to our donors and sponsors who make this event possible.” Easter Seals Midwest wishes to thank its event sponsors including: Yuletide Sponsor – Charter Spectrum Ornament Sponsors - Cequel III, the DoubleTree by Hilton Hotel St. Louis—Chesterfield, Suddenlink Stocking Sponsors - AssuredPartners of Missouri, Edward Jones, Emerson, the St. Louis Trust Company Candy Cane Sponsors - CATCO, Cozad Commercial Real Estate, Ltd., CTS Group, Enterprise Fleet Management, Fannie May, the Goldenberg Family, Hilboldt Curtainwall, Inc., Midwest BankCentre, Morgan Stanley, Mueller Prost and the Webster Groves Lions Club ### About Easter Seals Midwest Founded in 1964, Easter Seals Midwest is a nonprofit organization that is committed to helping individuals with developmental disabilities—including autism—learn, live, work and participate in the community. The agency employs more than 1,400 staff members, operates a budget of more than $50 million and provides services for nearly 4,000 individuals statewide through four divisions: Autism Services, Community Living Services, Early Childhood Services and Employment Services. For more information, please visit EasterSealsMidwest.org.
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Town & Style
32nd
Annual
Wednesday, december 2, 2015
Cover story
aid [autism easter seals MiDwest by stephanie zeilenga
Photo Courtesy of easter seals MiDwest
doubletree by hilton hotel st. louis — chesterfield
JuDy kent, easter seals PhilanthroPist of the year 2015, with PresiDent ranDy rutta
One yOung girl with autism kept hitting herself in the head A free, two-week parent training program helps parents learn how best to interact hundreds Of times per hOur. Her mother, terrified over what might happen, and communicate with their child with autism. “Typical parenting strategies are
was unable to leave her side. But after beginning the autism intervention and therapy program at Easter Seals Midwest, a profound change took place. Within a week, she was able to get her hair cut for the first time. “We changed the trajectory for that kid,” says Jeanne Marshall, vice president of children’s services. “You can’t put into words what it did for that family’s quality of life.” A whopping one in 68 children in the U.S. have autism, a neurological disorder that impacts communication and social and sensory-processing development. Easter Seals Midwest, which assists individuals with a wide range of developmental disabilities, provides comprehensive therapy and services to more than 2,000 individuals with autism across Missouri annually. “Our goal is to help people with autism live a full, progressive life in the community and be as independent as possible,” says CEO Wendy Sullivan. Although Easter Seals Midwest works with all ages, it strives to reach children with autism before they turn 3. “Early intervention can change the outcome of a child’s life,” Sullivan says, adding that two-thirds of kids who receive early intervention go on to kindergarten showing no sign of the disorder. To aid families grappling with a new diagnosis, the nonprofit offers a ‘family navigation program.’ “We lead them step-by-step and break down the individualized treatment plan into palatable bits so the family can take action,” Marshall explains.
not always effective,” Marshall says. “When we give parents effective tools, families can better cope, and the child feels better because he or she is learning strategies to communicate and interact.” To provide these programs, Easter Seals Midwest relies on community support. One major annual fundraiser is its Festival of Trees Gala Dec. 2 at the DoubleTree by Hilton Hotel St. Louis-Chesterfield. “The programs we have in St. Louis would not exist if not for this event,” Marshall says. “It costs a lot to do it right, but it’s worth it. You can’t put a dollar amount on helping these children.” The event is chaired by Judy Kent, Easter Seals board member, who was recently named the organization’s national Philanthropist of the Year at the 2015 Leadership Summit dinner in Chicago. “Judy feels she has a responsibility to make our community a better place, and we’re so blessed she’s chosen Easter Seals Midwest as her avenue for giving back,” Sullivan says. For families including a child with autism, Easter Seals Midwest’s programs can make a world of difference. “We frequently get letters and cards that say, ‘You gave me my child back, and you gave me hope for the first time,’” Marshall says.
EVENT COMMITTEE Judy Kent Festival of Trees Chair Kathy Hietter Silent Auction Chair
Carole Barford Linda Bennett Norene Bennett Cindy Boucher Kim Boyll Roger Bresnahan Mary Ann Buckner Sarah Cohen Kathy Cordova Leslie Deeba Susy Dolan Sarah Dow Debbie Estes Julie Ettinger George Farrell Bernadette Federko
Sharon Abel & Lori Putnam Milk & Cookies Co-Chairs Lori Graff Live Auction Trees Chair
MaryBeth Fossell Melissa Fox Megan Frank Tracey Grans Lisa George Dan Gibson Linda Gibson Sharon Grigaitis Alexandra Hammack Mimi Hammack Melody Human Marie Kelly Wendy Knudsen Amy Kohlbecker Sandy Koller Carol Landgraf
Annette Lanman Wendy Lemke Terri LoRusso Sharon Mason Brigette McMillin Mary Meduski Kelly Messmer Thom Messmer Barb Michael Debbie Milner Cindy Mineo Ellen Moriarty Tricia Newell Maureen Orbe Beth Petti Lois Pfeiffer
Maureen Gillardi Floral Chair Rhonda Wehking Silent Auction Trees & Wreaths Chair
Julie Rempe Shelley Ririe Jennifer Rosenthal Ashley Roth Darina Stastny Meghan Stewart Kathey Taiclet Michele Taormina Lynn Wedel LeAnn Werre Lori Willibrand Heather Wood Monica Zeller
EVENT FLOOR PLAN
LOGISTICS No event can be successful without a solid team, excellent communication and a solid plan (and a backup plan, too)! Easter Seals Midwest is fortunate to have a strong special events team with years of experience. Team members overseeing logistics included: the Vice President of Marketing, Communications and Events, who oversaw all the “front of house” logistics, and the Special Events Coordinator, who oversaw all the “back of house logistics.” The team also included several staff members and volunteers, who were prepped in advance with all the details of the full logistical plan. The logistics plan included a full production schedule, with every detail mapped out–from staff arrivals to vendor arrivals and all phone numbers of every key player in attendance.
CHALLENGES No event happens without challenges to overcome. The true measure of a successful event planner and event is how one reacts to the obstacles that may arise. This year, there were numerous challenges during the evening. But, through it all, we were able to rise up and still ensure a fantastic evening for all in attendance, and ultimately, meet our fundraising goal of $375,000! This year’s Festival of Trees event was filled with numerous technology failures, some of which could have been detrimental to the success of the event. The auction was powered by a mobile-bidding device and relied on Wi-Fi for guests to access and bid. When the internet failed, our guests were left with no way to bid on items. The backup plan included going back to the old-fashioned
paper bid sheets. But, as we were switching over, we were able to rectify the situation with our staff IT professional. This downtime was significant enough that we decided to alter the schedule a bit, keeping the auction open much longer so our guests could continue bidding throughout the entire evening. The second major technology failure was during the program. All of the guests were seated and Easter Seals Midwest’s CEO had welcomed, engaged and built up the momentum to play an amazing video demonstrating Easter Seals Midwest’s mission. The audio-visual company hit play and…nothing. And play again…and nothing. With a quick run to the emcees light humor was added and the hotel was instructed to proceed with dinner service. This hiccup resulted in a complete revamp of the script for the remainder of the evening. Once
we played the video, there wasn’t a soul in the room who remembered what had happened earlier. And, as the night progressed with fantastic dessert, a great band and dancing, the technology issues were just a minor blip in the night. All in all, record numbers were set and our goals were met!
STRENGTHS IMPROVEMENTS Hotel staff – Most of the regular employees were extremely accommodating and welcoming to our staff and volunteers Volunteers were great this year, with an overwhelming number of staff volunteers Pre-assigning executive team to meet with and gather notes on special guests for the evening Event met goal of raising $375,000+ Guests had a fantastic time Griffin and the Gargoyles band sounded great Food was fantastic 53 volunteers
Catering staff – Several individuals were very unprofessional and rude to our guests Internet/connectivity – DoubleTree internet and Wi-Fi are not powerful enough to support our event Volunteer training needs to be completed in advance of the event Not getting guest names early enough to upload them in the system in advance of the day of the event Script and PowerPoint completed at the last minute The "nerve center" should not be visible to all guests at registration Hotel audio-visual – Setup in the wrong place and after numerous practice runs, the video didn’t play as written in the script BidPal system kept crashing Too many signs
INCOME & EXPENSES Description Income Sponsorships Individual Ticket & Table Sales Silent Auction Live Auction Angels-Fund-A-Need Wine Pull In-kind Total Gross Income Expenses Angels Auctioneer Emcee Audio-Visual Auction Items Auction Software Gifts Centerpieces Credit Card Fees Band Food Printing/Design/Postage Angels Cards/Envelopes Program Linens Milk and Cookies Pre Event Marketing Miscellaneous Photographer Security (Overnight) Signage Storage Valet Video Wine Total Expenses TOTAL NET INCOME Cost per dollar raised
2015 Budget
2015 In-kind
$225,000 $25,000 $30,000 $25,000 $67,500 $2,500
2015 Actuals $186,000 $29,500 $32,255 $45,400 $79,425 $2,520
$70,550 $375,000
$1,500 $850 $500 $4,000 in-kind $2,000 $500 $1,000 $250 $2,600 $45,000 $2,500 $0 $0 $2,000 $1,500 $3,200 $0 $500 $300 $1,500 $250 $780 $6,000 $4,200 $80,930 $294,070 22%
$375,100
$0 $0 $500 $3,850 $45,000 $0 $0 $500 $0 $0 $10,000 $0 $0 $0 $0 $0 $0 $0 $500 $0 $0 $0 $0 $6,000 $4,200 $70,550
$1,463 $850 $0 $150 $1,990 $553 $500 $125 $2,600 $33,965 $2,150 $300 $1,000 $2,046 $1,442 $3,150 $323 $0 $213 $1,364 $44 $780 $0 $0 $55,007 $320,093 15%
ATTENDANCE 350 registered | 346 total attended 25 board and executive staff members 47 committee members 274 other guests
INVITATIONS & PROMOTIONS
RESULTS
360 save-the-date postcards and invitations were mailed
350 people registered for the 2015 event 100 potential new supporters attended We generated 36 new supporters that night who purchased an auction item or bid in the Angels for Autism scholarship program Raised $375,100 | $31,855 came from new donors
Press releases/media alerts were sent to the local media Advertisement was placed in the St. Louis Business Journal Town & Style pre-event article and magazine cover
Expenses for the event were $55,007
Town & Style post-event photo coverage (print and web) Online promotion through website and social media
ANALYSIS OBJECTIVE
ACHIEVED
DETAIL
375 guests
92%
346 guests attended
$375,000 in revenue
100%
$375,100
Expenses below 25%
15%
$55,007 (15% total expenses)