Event: The Junior League of San Francisco, Inc.’s 84th Annual Fashion Show

Date: Friday, March 19, 2010

Chair: Courtney Bocci

Event411: The Fashion Show is one of the largest annual fundraisers for the Junior League of San Francisco and this year, we will celebrate the 84th anniversary of the show and our 22nd year of partnership with Macy’s. The Fashion Show events consist of a champagne luncheon and black tie diner gala. Both events include cocktail receptions, silent and live auctions, and a runway fashion show featuring Macy’s spring apparel. All of the models in the show are Junior League women and family members that have been professionally trained for this event.

Beneficiary: Currently, the community programs that JLSF supports are: Compass Community Services, International Rescue Committee, San Francisco Child Abuse Prevention Center and Support for Families of Children with Disabilities.

What is it about the organization that made you willing to take on the role as event Chair?

I have wanted to chair the JLSF Fashion Show since before I was a member of the Junior League! I grew up in the Bay Area and I remember attending the Fashion Show with my mother when I was a teenager and thinking to myself that one day, I wanted to be standing on stage as the chair of this event. After joining the Junior League in 2005, I worked on several sub-committees for the Fashion Show and I received an enormous amount of training in all aspects of the event so I felt perfectly prepared to take on this role. I am also very fortunate to have the guidance of more than two dozen past Fashion Show Chairs who are actively involved as advisors and supports of the event.

What will be special about the event? If this is an annual event, what will be new elements added to this year’s event?

The Fashion Show has been at the same location (the Fairmont Hotel) for the past 51 years and it has been produced by our incredible event partner, Macy’s, for the past 22 years so it’s challenging to come up with new elements that haven’t been done before. However, this year’s event theme, “Through the Looking Glass”, has proven to be quite inspirational. We have themed the event from start to finish; from the event décor to the set design and show segments, to the gift bags and even the menu. Every aspect of the event heavily reflects the theme. I don’t want to give away too much, but the ballroom of the Fairmont Hotel is being transitioned to the point where it should be unrecognizable to annual attendees of this event… You’ll have to attend the show to see what I mean! I am also very excited to have Trina Turk as our celebrity designer this year. We will have a special segment in the show featuring Trina Turk clothing and she will be making appearances at both events.

What constitutes success for you with regards to the specific event you’re chairing?

I am truly honored to be overseeing such an important event, in terms of its historical significance to the League and also in terms of its ability to align so many individuals, groups and corporations together to help support the current focus area of the Junior League of San Francisco, Supporting and Strengthening Families in Need. In my mind, the event will be a success if we surpass our fundraising goals and if we leave attendees excited to return to the show in 2011. The JLSF Fashion Show is the longest running event of its kind in the nation so it’s extremely important that we build momentum each year so that we can continue its legacy.

How do you balance the quantifiable goal of raising money with the goal of broadening goodwill?

The mission statement of the Junior League of San Francisco is that we are an organization committed to promoting volunteerism, developing the potential of women, and improving communities through the effective action and leadership of trained volunteers. Since its inception in 1911, the Junior League of San Francisco has provided the community with an estimated 6 million volunteer hours so while raising money is vital to the continued success of our organization, we believe it is equally as important to develop and train our members to their full potential so that they can give back to the community.

What plans have you made to address problems that may arise?

Having worked in the special event industry for years, I know that problems arise with almost every event. It’s inevitable. Instead of being afraid of the unexpected, I have surrounded myself with an incredibly talented Steering Committee in addition to the most talented and trusted vendors in the events industry and I am confident that we will easily overcome any challenges that arise.

Are there any pre-event parties for benefactors?

We hosted a wonderful Patron Cocktail Party in the end of January for our individual patron and corporate sponsors. The event was a “Mad Hatter Cocktail Party” and was held at RF-80, Robert Fountain’s design studio. We were so fortunate to have Paula LeDuc Fine Catering partner with us to do themed passed hors d’oeuvres, as well as Bartender’s Unlimited, Patz and Hall Vineyards and Jax Vineyards. It was wonderful to see men and women of all ages cocktailing in their finest hats – people didn’t want to leave!

We will also be hosting an exclusive cocktail reception in the newly renovated Penthouse of the Fairmont Hotel preceding both shows for our individual patron and corporate sponsors.

What background do you have to take on the role as Chair?

I have worked in the special event industry for more than ten years and have planned events ranging from dinner parties for ten to sporting events for tens of thousands so the planning of this event has been second nature to me. My professional experience has taught me that if everyone does not share the same goal and work together as a cohesive team, the product will suffer. It wasn’t until I joined the Junior League in 2005 that I learned how to fundraise, but the training that JLSF provided enabled me to couple my professional experience of planning events with fundraising. I have found my role as chair to be strikingly similar it to my position and daily interactions at Paula LeDuc Fine Catering, only I’m having interactions with my steering committee, advisors, committee members, corporate partners, donors and the League Board as opposed to clients and vendors. While the Fashion Show Chair is responsible for guiding the process, it takes the efforts of the entire Fashion Show team to bring the event through to fruition

What will be the most compelling event element?

The most compelling event element will be the same as it is every year – the models (our League members as well as a few of their significant others and children) walking down the runway in this professionally produced show. This has always been the highlight of both the luncheon and dinner events.

What are you wearing to the event?

I have a red, Oscar de la Renta dress for the Champagne Luncheon and a black and white Monique Lhuillier gown for the Black-Tie Dinner Gala. I never intended to dress in my show colors of red, black and white, but it happened to work out that way… I think I was destined to own these dresses! I will also be wearing a Macy’s gown on the runway at the close of both shows, but I don’t know what it looks like yet as our show fittings haven’t occurred. Stay tuned!

What is your fundraising motto?

Don’t be afraid to ask for a donation – the worst you will get is a no!

What qualities make an event Chair successful?

You have to be approachable to your committee members, event partners and vendors and you have to recognize where your downfalls are. I have volunteered for organizations where after working as a committee member for almost a year, the chair didn’t know my name. It made me feel horrible about myself and it was frustrating that all of my hard work had gone unnoticed. One of my goals for this year was to make all 65 of my committee members feel recognized and appreciated, but I knew that would be challenging because I am horrible with names! So I decided to take Polaroid headshots of every committee member at our first meeting and I studied those photos as if they were flashcards until I knew everyone’s name by heart. This extra step enabled me to have a personal relationship with each of my committee members which in turn made them want volunteer alongside me.

What external resources do you use in your fundraising efforts?

My mother-in-law, Debbie Bocci, is my fundraising mentor. She actually chaired the JLSF Fashion Show in 1990 and is still actively involved with the League. This year, I am fortunate to have her serving as my Sustainer Advisor and I am thankful for her wisdom, advice and ongoing support. She is a brilliant fundraiser and her guidance has been invaluable.

What was the best charity event you’ve ever attended and why?

I absolutely love the Black and White Ball. Aside from being able to wear my favorite color combination of black and white, I love rotating through the most beautiful venues in San Francisco all in the same night and being treated to such a wide variety of musical performances. I always leave this event feeling thankful that I live in this incredible city.

What is one fundraising tip you’ve learned that you’re willing to share?

Always say thank you – the easiest donations to secure are from people who have donated to your charity before; but it is highly unlikely that someone will donate twice if they weren’t properly thanked the first time around.

What are three words that best describe you?

Organized, passionate, dedicated.

Do you have a fabulous fashion show theme think is worth sharing? Tell us in a comment below!

About the author: Vivanista

Vivanista is a member-based, lifestyle community for fundraising volunteers. Sharing of unique insights, expert tips and a spirit of giving empowers members to improve their own lives and the lives of others.

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