absolutely loved the venue. Apparently, so too did attendees, as the Red Ball's popu- larity began to soar and the event started to cement its reputation as a premier gala in the city.
"The key to this transformation was just that - a transformation,” Koperna says. "We rebranded this 10 year old event by creat- ing a new logo, beefing up the website and using more action and group photos and videos to showcase just how much fun it is.”
Koperna says, in addition to the rebrand- ing, the event also added a photo booth, a fortune teller, a painter and a magician who roam the floor throughout the evening, providing even more interactivity and fun.
All proceeds from the event go to help support local disaster relief and the organi- zation's one-of-a-kind Red Cross House - The Center for Disaster Recovery.
Each year the Southeastern Pennsylvania Chapter of the American Red Cross responds to more than 700 disasters, providing money for food, clothing, shelter and other e mergency-related assistance to 1,100 families, adding up to nearly 4,000 people.
68 January February 2012
For the 2012 incarnation of the Red Ball, Koperna plans to expand the VIP room, develop more "experiences" for the silent auction, and add a social media compo- nent that will allow attendees to post comments and photos at the event for all to see.
"It's a can't miss event. My husband and I attend every year and bring friends along,” says Melissa Nigro, a member of the Red Ball executive committee and a vice-president with Hamilton Lane. "The venue, food and entertainment are the perfect recipe for a great party, and the support generated for the Red Cross is overwhelming.”
“I wanted to buy two VIP tickets last year, but they were sold out,” admits Judge Renee Cardwell Hughes, American Red Cross of Southeastern Pennsylvania CEO, who took the position in May 2011. "One of the best benefits of being CEO is that I am guaranteed a VIP spot at the Red Ball,” Hughes jokes.
You'd think with all the improvements, the cost of the Red Ball would have sky- rocketed, but that has not been the case at all.
Koperna says because nearly everything is donated or provided at a huge dis- count, she has been able to cut the cost of the Red Ball by 17 percent since 2009, as attendance and revenue have grown.
"The Red Ball has gone from raising $127,000 in 2009 to raising more than $300,000 in 2011, and it's trending to raise $500,000 within the next three years,” Koperna says. "Ultimately that's what's important, because this is our biggest fundraiser and the more money we raise, the more people we can help.”
A key part of increasing revenue generat- ed by the Red Ball is corporate sponsor- ships. Last year's event was the first to have a title sponsor, ModSpace, a locally based global supplier of temporary and permanent modular buildings. The com- pany was so pleased with how everything went last year, they signed on to be the title sponsor again for 2012.
According to ModSpace's vice president of marketing, Ron Wagner, teaming up with the Red Cross for the Red Ball was a no-brainer. "The Red Cross is known for quickly deploying and helping in an emergency,” notes Wagner, adding "We [at ModSpace] do that, too.”
Wagner says ModSpace got involved with the Red Ball because it shows that com- panies can help their community while at the same time having fun.
"The Red Ball... supports a terrific cause,” Wagner says. "ModSpace is always look- ing for ways to engage its employees, and those who attend always tell me how much they loved the event, that they can't wait to attend next year, and that they are humbled by the amazing work of the Red Cross.”
"ModSpace is a wonderful partner,” notes Hughes. "Its participation and support really help take the Red Ball to the next level.”
What also helps make the Red Ball the "it" gala of the year is the amazing food. More than 30 of the best restaurants, caterers and chefs from the city and suburbs serve up their best drinks, entrees, appetizers and desserts as part of the event.
Dana Herbert, winner of TLC's Next Great Baker, is among those who will be on hand again this year. Last year Dana creat- ed some jaw dropping and mouth-water- ing desserts at the event.
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