Have you included a cocktail party as a lot in your benefit auction?

Why not? They’re hot!

Aren’t all great shoppers drawn by the pursuit of the unique? No one wants to show up at the ball wearing the same dress as the Gala Chair.

The same line of thinking goes for bidders at your fundraising auctions. The audience will be attracted to unique experiences – items and events you can’t buy off the rack. So for your upcoming charity auction, put together a cocktail instruction party – it’s something bidders can’t buy at the restaurant or club. What could be more fun than learning to mix a trendy drink with friends?

Here’s my advice on how to pull together a cocktail instruction party for your auction fundraiser:

First, identify the popular restaurants and clubs in your metro area. Usually part of that popularity is a signature drink or an amazing bartender. So which bartender is all the rage in your town? Or where is the swanky hangout everyone enjoys Friday night after work? Target those hot spots for your donation requests. You are simply asking a professional in the hospitality industry to share his/her knowledge with a group of people … and all for a good cause! Once you have a mixing expert on board, you need a location. It could be the club during an off night or at a private residence.

In Alexandria, VA, locals know about a bar called PX. The bartender, a maestro of mixology, is known for his “hand crafted” cocktails. He makes his own tonic water from scratch. He pickles his own onions for the Gibson. His homemade vermouths include 16 crushed herbs. The appeal to locals is undeniable and a short cocktail instruction party with him generates $600 to $900 every time it sells, even at small auctions.

Why is it a hit?

First, cocktails have enjoyed a resurgence. They are popular in party circuits. Given that an auction gala *is* a party, you already know you’ve got the right product for your target market.

Second, have you ever met a good bartender who wasn’t engaging? I haven’t. So your “professor” of the night – the bartender – will no doubt have a great personality. Your winning bidders will be chatting, learning, and socializing. That makes for a fun experience.

Finally, another advantage of seeking this auction donation is that there’s a chance that if a trendy restaurant won’t donate you a dinner, they might be open to donating you a cocktail-only instruction party. The donation would be popular, but will likely cost the restaurant less.

Here’s an abbreviated description of the cocktail instruction party from one of our recent charity auctions. After you find your local mixologist, you can model this text to create your own fabulous item:

Listen to the Ice: Join John Smith, Sommelier and Mix Master at Restaurant Eve and PX, for one hour of private cocktail instruction and sampling for six guests at the swanky, social lounge, PX, located in Old Town. Learn the secrets of what makes his cocktails 4 stars! Value: $500

Are you ready to tinker with this trend? If so, I predict you’ll be the toast of your town. Salut!

Read more of Sherry’s helpful auction tips and tricks.

Visit Sherry’s Red Apple Auctions blog for advice and photos on charity auctions.

This article has been published with permission from Red Apple Auctions LLC.