Chairs: Michelle Edwards Crosland (left), Christine Ragland (right)
Event: High Museum Atlanta Wine Auction “The Allure of Wine: Uncork a Journey”
Date: March 25-27, 2010
Beneficiary: High Museum of Art
What is it about the organization that made you willing to take on the role as event Chairs?
Michelle: My husband and I love the High Museum. We really believe that if a city truly wants to be an “International City”, such city must have thriving art and performance art institutions – i.e. a strong cultural community. Without a strong cultural community, it is difficult to attract new companies, residents and economic growth and to keep the residents that you have interested and engaged in their city. The High Museum is part of that equation. If the High is able to grow its own collection through funds raised through the Wine Auction, as well as attract important collections from other museums worldwide, we all benefit as citizens of Atlanta. Plus, it is so wonderful to be able to enjoy beautiful works of art so close to our home in such an absolutely stunning beautiful space.
What will be special about the event?
This year, as opposed to previous years, we will be holding the “The Allure Party” for all of our Benefactor level sponsors at the High Museum and offer our Benefactors a sneak preview of the High’s newest exhibition, The Allure of the Automobile. This will allow benefactors of the Wine Auction, who provide tremendous financial support to the Museum, to view what their funds allow the Museum to do first hand.
The High Museum Atlanta Wine Auction is the 4th largest charity wine auction in the country and the largest benefiting the arts.
What constitutes success for you with regards to the specific event you’re Chairing?
Christine: For me, success can be defined several ways, but the bottom line is raising a lot of money for a great cause, and making sure that everyone has a great time doing it. Not exactly revolutionary, but it will keep people coming back for more.
How do you balance the quantifiable goal of raising money with the goal of broadening of goodwill?
It is always important when having an event designed to raise money, that your guests have fun. The Wine Auction is in its eighteenth year and I think one thing that makes this event special and keeps people wanting to come back is that people really have a great time socially as well as with the auction lots offered each year. It is a key social event for the museum each year and truly helps to build enthusiasm about what the museum is doing for our city.
In our current economic climate, I think people are very keen to know how their charitable dollars are being spent. Michelle and I have worked very hard this year to be good stewards of both the Museum in trying to raise as much money as possible, but also good stewards of our benefactors. This is not an inexpensive event to attend, and we want our supporters to know that we are working hard to ensure that as much money as possible ends up actually being donated to the museum. This is not the same event it was three years ago. People are looking closely at how their money is being spent and I think going forward in any charitable event, an important part of broadening goodwill is making sure your donors know that you are making the most of their dollars.
What plans have you made to address problems that may arise?
Well, all events that are part of the Wine Auction involve, as a critical component, lots of fabulous wine to enjoy, which I imagine comes in handy should any problems arise. But seriously, this is the 18th year of the High Museum Wine Auction, and therefore the Wine Auction has an experienced staff who has more than likely managed before through the inevitable problems that arise as part of the production of such a large event. Hope for the best, and keep going with a positive attitude when the worst happens.
Are there any pre-event parties for Benefactors?
Yes. Each year we kick off the auction with an “unveiling” of that year’s theme at a cocktail party. This takes place in the early fall. In addition, we have a dinner in January to honor and celebrate our top bidders from the prior years’ auction. This year, we had that event at the St. Regis here in Atlanta. It was incredible.
Prior to the auction this year, we will host “The Allure Party” for all of our Benefactor level sponsors. This event will be held at the High Museum and offer our Benefactors a sneak preview of the High’s newest show, The Allure of the Automobile. We will also highlight some of our top lots as well as have a champagne reception for our top level benefactors.
What backgrounds do you have to take on the role as Co-Chairs?
Christine: For me, it was a love of art, combined with a love of wine. Bill and I have been coming to the auction for over ten years and I’ve been involved with various aspects of the committee for the past several years.
Michelle: Same really – my husband David and I have been High Museum supporters for many years and have attended the Auction and hosted a couple of winemaker dinners, a fun part of the Auction festivities, ourselves in previous years. I also co-chaired the Atlanta Ballet Ball, the largest annual fundraiser for the Atlanta Ballet, in 2009 and have served on volunteer committees for a few other charitable events involving arts organizations in Atlanta.
Have you chaired other charitable events? If so, please name them.
Michelle: Yes – see question 7.
Christine: Yes – to date some fundraisers for my young children’s schools here in Atlanta.
What are you wearing to the event?
Michelle: For the benefactor party, I have found a fun Dolce & Gabbana cocktail dress. Not sure about the Auction itself, but think I will be sticking with the Italians for it too. Fun is the key. My husband David was written up in the Atlanta newspaper a couple of years ago about the fabulous and flamboyant attire that he wore to the Auction that year, so Wine Auction attire has become a little bit of a game in our house – who can bring it.
Christine: Something that red wine won’t stain. Seriously, I haven’t gotten that far, but hope to find something soon. I tend to gravitate towards classic tailoring and would like to be comfortable; this event is somewhat of a marathon!
What is your fundraising motto?
Michelle: At some point, the design of the event, chef, menu have all been decided and invitations have been sent, and it becomes about getting people into the event or venue and selling benefactor packages and/or tickets so “butts in seats” is a motto, or perhaps mantra, that someone shared with me previously, and I think it fits.
Christine: My motto, which hopefully coincides with the ultimate goal: plan, organize, be positive, have fun.
Who is your fundraising role model?
Michelle: Brooke Astor
What is the best charitable event you’ve attended and why?
Michelle: The Wine Auction of course! Why, because it is incredibly fun and I have met some of our best friends and favorite people in Atlanta through our association with the Wine Auction. We look forward to being with them each and every year, and meeting some new friends as well. The Wine Auction is the best party in Atlanta.
Vivanista’s partner Wine, Women & Shoes has collaborated with Hall Winery and Planned Parenthood: Shasta-Diablo (PPSD) to provide an afternoon of delicious wines, delectable foods, incredible fashion, and a look into how Planned Parent-hood helps women, families and our community stay healthy. The PPSD Napa Valley Board of Advocates is thrilled to introduce the event’s Celebrity Host, David Eigenberg (Steve Brady from Sex and the City). Here are ten reasons to attend the fundraiser.
