Gala Planning Workbook

Table of Contents Gala Timeline Gala Planning Guide

Getting Started

Recruiting Leadership and Volunteers

Choosing a Location

Choosing a Date

Creating a Budget

Setting Fundraising Goals

Choosing a Theme & Honorees

Booking Entertainment

Creating Sponsor Packages

Establishing Your Menu

Developing a Publicity Strategy

Selling Sponsorships

Recruiting Guests

Event Logistics

Event Day Tasks

Post-­Event Wrap-­Up

Gala Committee Task Sheets Additional Support Materials

Budget Sheet Example

Letter to Prospective Honorees Example

Press Release Example

Save the Date & Invite Examples

Sponsorship Letters & Forms

Silent Auction Letters & Forms

Gazette Flier & Forms

Volunteer Checklist

GALA TIMELINE

TWELVE TO NINE MONTHS BEFORE 1. Develop a steering committee. The members of this committee will make the initial

decision about the gala and will be heading their own planning subcommittees.

2. Recruit the following leadership positions:

Gala Chair

Sponsor Coordinator

Silent Auction Coordinator

Gala Coordinator

3. Choose a location for the gala.

4. Reserve a date and time.

5. Establish a budget for the event.

NINE TO SIX MONTHS BEFORE 1. Enlist additional committee members and assign duties.

2. Select a caterer.

3. Decide on any other fundraiser to accompany the gala (silent auction, raffle, etc.)

4. Choose a theme.

5. Select and notify honorees.

6. Select and book entertainment.

7. Set ticket prices based on the fundraising goal. Be realistic.

8. Develop sponsorship packages for the event. Potential sponsor opportunities include:

Event sponsor

Table sponsor

Advertising in the Gala Gazette

9. Compile a list of potential event sponsors and begin soliciting them in person.

GALA TIMELINE

SIX TO FOUR MONTHS BEFORE 1. Choose the food and beverage menu for the Gala.

2. Evaluate venue floor plans and determine set up.

3. Compile a list of possible attendees.

4. Design Save the Date Cards. Determine how and who will process event registration.

5. Confirm equipment provided by venue and determine any need for supplemental rentals.

6. Develop a publicity strategy.

7. Plan decorations.

8. Research favor ideas and place order.

9. Book any additional vendors needed.

10. Compile a list of silent auction donors and begin soliciting them in person.

THREE MONTHS BEFORE 1. Confirm travel arrangements for entertainment, if applicable.

2. Obtain addresses of attendees and mail Save the Date cards. Only order 20% more than the number on the mailing lists.

3. Secure audio-­visual equipment for your event. Determine if your location already has a system in place or if you will need to rent your own.

4. Recruit a master of ceremonies to make announcements and presentations at the event.

5. Finalize menu.

6. Contract all vendors and make deposits.

7. Evaluate secured sponsors to date and re-­assign sponsor recruitment responsibilities to other committee members.

8. Send out press releases and community announcements.

9. Develop design and draft of Gala Gazette.

10. Finalize décor and floor plans

GALA TIMELINE

EIGHT TO SIX WEEKS BEFORE 1. Mail Invitations. Be sure to include acceptable attire. Only order 20% more than the

number on the mailing lists.

2. Develop event night schedule.

3. Gather all sponsor logos and names for Gazette ads and insert into Gala Gazette.

ONE MONTH BEFORE 1. Finalize event night schedule. Develop any coordinating visuals (PowerPoint, videos,

etc.)

2. Complete and edit Gala Gazette.

3. Follow up on any guests who have not replied.

4. Confirm arrival of all guest favors.

TWO WEEKS BEFORE 1. Print Gala Gazette. Only order 20% more than the projected number of attendees.

2. Develop seating charts.

3. Get final number of guests to caterer.

4. Package guest favors if necessary.

5. Review remarks with master of ceremonies.

ONE WEEK BEFORE 1. Finalize seating charts.

2.

3.

4. Hold event rehearsal/ training meeting for committee and volunteers.

5. Prepare remaining vendor payments

GALA TIMELINE

DAY OF THE EVENT 1. Arrive before all vendors to set up and decorate.

2. Confirm that all volunteers are in attendance.

3. Ensure that check-­in table is ready and staffed.

IMMEDIATELY AFTER 1. Clean up.

2. Return all rented and borrowed equipment.

WITHIN THREE WEEKS OF EVENT

1. Write and send personal thank you notes. Be sure to send these to committee members, Gala honorees, and volunteers.

2. Write and send thank you notes to all event sponsors.

3. Write and send thank you notes to all table sponsors.

4. Write and send thank you notes to all ad sponsors.

5. Write and send thank you notes to all silent auction/raffle sponsors.

6. Evaluate the event to prepare for next year.

GETTING STARTED The first step in planning the Gala is to develop a steering committee. This committee should include four to six core Santa Monica History Museum supporters who have experience in event planning or are well-­connected in the community. The steering committee will be responsible for selecting committee leaders and making the initial decisions about the Gala.

RECRUITING LEADERSHIP AND COMMITTEE MEMBERS Once the steering committee has decided to move forward with the Gala, the members should begin choosing people to oversee certain aspects of the event. Below are the job descriptions for the potential leaders for planning committees.

Gala Chair

The Gala Chair is the person responsible for overseeing the entire event. Holding this position is an honor, and the Gala chair should be someone who knows the key players in Santa Monica and who has experience in planning special events. A few duties of the Gala chair include selecting the food and beverage menu, booking entertainment, choosing a theme, overseeing decorations and handling registration.

Sponsor Coordinator

The Sponsor Chair should be well-­connected in the community and will be responsible for getting local businesses and donors to sponsor the event, sponsor tables, or by advertising in the Gala Gazette.

Silent Auction Coordinator

The Silent Auction Chair should be well-­connected in the community and will be responsible for getting local businesses and donors to provide goods and services for the Silent Auction.

Gala Coordinator

The Gala Coordinator will oversee getting communication out about the event and taking care of all printed materials, including save the date cards, invitations, and the Gala Gazette. The Gala Coordinator will also process and coordinate all paperwork for the Gala. This includes, but is not limited to: save the date and invitations, mailing lists, guest lists, vendor lists, invoices and receipts, sponsor forms, table forms, ads and ad forms.

The Gala chair should hold regular meetings with committee coordinators. Create a schedule for committee meetings, and be sure to prepare agendas to go over at each meeting to keep them productive. Other committee volunteers will meet less frequently in the first few months of planning, and more frequently until a few days before the gala.

CHOOSING A LOCATION

Start looking at venues to hold the event as early as possible. If the gala is scheduled at a popular time, some sites could be booked a year in advance. Never reserve a venue without touring it first, even if a committee members recommends it. Choose a location that will be able to accommodate all of your guests comfortably.

Consider locations other than hotels that can add to the ambiance and historical themes selected

CHOOSING A DATE

Determine what day of the week would work best for the event. Would enough guests be able to attend if your event was held on a weeknight, or would a weekend work best?

Be sure to look at the community calendar before choosing a date to prevent scheduling the event on the same day as a major community event. Avoid religious holidays and other potential conflicts, such as the first week back to school.

CREATING A BUDGET

A budget template is included in the appendix. Keep track of all expenses.

Rule out venues and services that fall outside of the budget. Expenses can accumulate quickly in

After you have created a budget for the event, determine how much you will charge for tickets. Factor in the cost of the venue, catering services, meal, decorations, entertainment, printing and publicity expenses.

SETTING FUNDRAISING GOALS

to raise through Gala Gazette advertising and any additional money makers you have planned, such as a raffle and the silent auction. Combing your gala with an additional fundraising event can

different things than to write one large check.

CHOOSING A THEME AND FORMAT

Theme and Decorations

When choosing the theme for the gala, try to come up with something unique that people will remember. Keep in mind that a consistent theme and graphic design program will make your event more memorable to attendees. Be sure to inquire if the venue provides items such as tables, chairs, silverware and linens, or if you will be responsible for them.

Event Format

After you have agreed on a theme and chosen a decorating scheme, plan the format and schedule your gala. How long will you allow for cocktails? Will the entertainment or program take place during dinner or after? Use the event as an opportunity to re-­state and re-­present your mission in a compelling and effective way. Schedule time in your program to thank donors and volunteers.

BOOKING ENTERTAINMENT

possible entertainment options include a band for dancing, a musical performance, a speaker, or a video presentation. Check with committee members to see if any of them have a connection with a lecturer, celebrity, comedian, performer or musical group that would be willing to speak or

someone who is nationally known. A popular local group or public figure could still draw crowds in Santa Monica.

Check with your venue to see if they already have a sound system, and test it well before the event. If you are responsible for providing your own system, invest in renting a good one. Guests may not recognize a higher end system, but they will remember a bad one. Make sure your system works and works well.

CREATING SPONSOR PACKAGES

Make your packages something that local business and donors would be interested in having. Offer lots of exposure, especially for the higher sponsor levels. Develop a compelling way to present the

better. Having too many sponsorship packages available can make it confusing for guests to decide which one and therefore opt to not participate.

ESTABLISHING YOUR MENU

Choose a caterer to handle the meal portion of your event. Look at reputation and quality when

established. If the venue where you are holding the event has staff on hand to serve meals, ask them to provide in writing exactly what services they offer.

Work with your caterer to determine what your meal will be and how it will be served. Guests willing to pay a high price to attend your gala will expect a quality meal. Keep in mind that you often can significantly increase the quality of food you offer for just a few dollars more per person. A good meal will be something your participants will remember and will increase their chances of attending

When selecting your menu, you also will have to decide what beverage services you will provide. An open bar could eat up a large percentage of your menu budget, but it would also allow you to charge higher ticket prices. Check to see if your venue charges by the drink or by the bottle and if they charge a corkage fee for serving donated wine. Keep in mind that food costs are often

DEVELOPING A PUBLICITY STRATEGY

Take advantage of every opportunity available to your community to publicize your event. Notes in company newsletters and local papers and announcements at organization your committee members are involved with can help to spread the word and recruit additional guests.

Another good way to increase your chances of publicity is to seek an honorary event chairperson to attend the event and make announcements at the program portion of the night. Look for someone who is locally famous, like a sports or media figure.

SELLING SPONSORSHIPS

When looking for local business and supporters to purchase sponsorships and advertisements, nothing beats a face-­to-­face request for support. Use your community contacts and approach businesses that are familiar with the Museum or with members of the committee. Begin by putting together a list of potential sponsors and assigning committee members to approach a certain number of potential sponsors to advertise in your program.

EVENT SPONSOR

If you can find one, a primary event sponsor should have its name accompany the event name. Pricing to obtain this distinction will vary, but the donation should usually be in the magnitude of five times or more the cost of a table sponsorship. The event sponsor should get heightened visibility at the event and prime seating.

TABLE SPONSORS

worth of tickets. Usually the price per ticket for table sponsors is slightly lower than the single ticket price (75-­90%). You could also charge 100% of the seating price, but include additional incentives such as an ad in the program. Be sure to incorporate a way to display the name and logos, if applicable, of the table sponsors in the center of their tables.

GALA GAZETTE

Price advertising accordingly, separating out costs for black and white and color ads. Decide if you would prefer to include tickets with advertising. Price tickets lower than face value if they are accompanied with an ad purchase.

A letter template is included to help you put together sponsor request letters, including previous

you have used up all of your community contacts.

RECRUITING GUESTS

Begin by setting a goal of how many people you would like to have at the gala. Check with your caterer to see if there are different pricing levels based on the number of attendees and set your goal accordingly.

Consider having each committee member be responsible for recruiting a set number of guests, or one table of guests.

EVENT LOGISTICS

Registration

Set up a table for guests to pick up their table assignments. Assign two or three people to oversee the table. Be prepared to handle money at the event, in case they have not pre-­paid with their reservation. Make certain that there is WiFi available at the venue in order to process credit card transactions throughout the night.

Photographer

Make sure you recruit someone with experience to handle the task of photographing the guests, entertainment, and any other photo ops set up for the gala. These photos could be used in newsletters and posted on the website after the event, and they could be used to publicize next

Favors

Decide among your committee if you will be giving favors to the guests who attend your event. A personalized item with your gala logo and date will remind guests of your event long after they leave.

Seating Charts

Once you have the final guest list, assign committee members to assemble seating charts for the night. Inform those in charge of this task any special seating preferences, so they can seat guests accordingly.

EVENT DAY TASKS

Make sure you arrive early enough on the day of the event to have everything set up and decorated before your vendors arrive. Have a system in place to confirm all volunteers have arrived. Set up the registration table in a highly visible area, and allow plenty of room for congestion. Be sure to have the area marked well with a prominent sign, and double check to make sure the table is set up and staffed properly.

POST-­EVENT WRAP UP

Thank You Notes

Within a few weeks following the gala, send personal thank you notes to your volunteers and sponsors. Showing appreciation to your contributors will increase the chances that they will be a part of your event next year, and overlooking them is a sure way to keep them from helping with future events.

Planning for Next Year

the committee coordinators to find what strategies worked best and how you could improve the event in the future. Consider sending event evaluation forms via email to individual committee members to round out the evaluation process.

GALA COMMITTEE TASK SHEET

EVENT COMMITTEE

Select venue Select caterer Select food and beverage menu Choose a theme Plan and oversee decorations Book entertainment (handle travel arrangements if needed) Secure audio-­visual equipment Develop an event night schedule Revise and finalize the schedule Create and finalize seating chart

Return all rented and borrowed equipment and decorations Confirm that post-­event acknowledgements have been sent Review event for successes and failures and document them for next year

Sponsor Coordinator

Develop a list of potential sponsors

Secure an event sponsor

Secure table sponsors

Solicit for Gazette advertising

Acquire business logos and correct names and wording for Gazette ads

Submit ad copy for Gazette to Gala Coordinator

Silent Auction Coordinator

Develop a list of potential donors

Solicit silent auction donors

Obtain and oversee silent auction item database

Gala Coordinator

Obtain mailing lists

Design, print, and mail save the date cards

Design, print, and mail invitations

Obtain potential sponsor addresses from sponsor coordinator

Personalize, print and mail sponsor request letters

Create and submit press releases to local newspapers

Submit any other announcements to community publications for the event

Design Gala Gazette

Obtain and organize ads in Gala Gazette

Edit and review Gala Gazette for spelling, grammar, and content

Print Gala Gazette

Print and mail post-­event sponsor and donor acknowledgements

Obtain and process invoices and receipts

LETTER TO PROSPECTIVE HONOREES

March 15, 2014

Dear Beverly,

The Santa Monica History Museum will host its annual Gala on September 21, 2014, celebrating the 90th Anniversary of the First Flight Around the World. As always at our event, we like to recognize people and organizations who have made an impact within our community. We are thrilled to request the pleasure of your company as one of our Honorees. We will celebrate you for your more than five decades of community giving and leadership with Donald Douglas Company, McDonnell Douglas, and Boeing.

We are happy to provide a complimentary ticket for you and one guest. The event will take place at Hotel Casa del Mar, located at 1 Pico Boulevard. Please let us know if there is anyone else you would like to receive formal invitations. We have set aside a table for any friends and family that you would like to invite to our Gala. The all-­inclusive dinner price is $150 per person.

Using the First Flight Around the World as our launching point, we will fly guests into the past for an entertaining night reminiscent of the early aviation days at Donald Douglas. We hope that you will accept this honor and participate in our 2014 Gala. Please confirm your participation in our Gala by April 4, 2014. If you have any questions regarding this spectacular event, please call (310) 395-­2290 or email dlewis@santamonicahistory.org.

Sincerely,

Susan Gabriel Potter

Gala Chair

Santa Monica History Museum Presents Gala 2014: First Around the World Flight

More than 200 esteemed guests are slated to attend this fundraising event chaired by Susan Gabriel Potter in support of the Santa Monica History Museum keeping history alive.

SANTA MONICA, California August 1, 2014 The Santa Monica History Museum presents Gala 2014

Hotel Casa del Mar located at 1 Pico Boulevard, Santa Monica, CA 90401

bring together more than 200 esteemed history lovers, and raise an estimated $50,000 to support the

As a non-­dependent. The Museum must raise $200,000 annually to continue providing a world-­class history museum to visiting guests and scholars.

transported back to the early days of aviation. In 1924, the first successful flight around the world took off from Clover Field in Santa Monica. The four Donald Douglas World Cruisers departed amongst the fanfare from gathered crowds. Three of the World Cruisers returned 175 days later to even larger crowds and a field full of rose petals. Gala guests will be flown back in time to the early days of aviation, complete with an aviator photo op and 1920s musical performances starring Savi and the Cruisers.

Featured at the Gala event are a silent auction and reception at 5:30 p.m., followed by a dinner, history presentation, honorary presentations to Beverly Hoskinson and Angel Flight West, and a memorial tribute to Mark Benjamin of Morley Builders. For fifty years, Beverly Hoskinson led corporate employee giving programs that provide over $100 million in funding for vital community services in Southern California through Douglas Aircraft Company, McDonnell Douglas and Boeing. Angel Flight West is a non-­profit, volunteer-­driving organization that donates their aircraft, piloting skills and all flying costs to help children and adults with serious medical conditions travel to where they can receive the best medical treatment available. The late Mark Benjamin of Morley Builders was a

-­known humanitarian and businessman in Southern California.

Silent Auction items include a two nights stay at Le Meridien Delfina Santa Monica, a gift certificate for dance lessons from Arthur Murray Dance Centers, a four hour ride along and lunch with Santa

much more. Additionally, guests can purchase tickets for the chance to win trip to Las Vegas or two Premium Disneyland passes.

Cruisers. Larry Balmagia (Emmy Award winning writer and producer for M*A*S*H, Wings, Cheers, and more) will present the fascinating history of that first inaugural flight, from takeoff to final touchdown.

The Santa Monica History Museum Gala 2014 Committee is comprised of the following community leaders:

Gala Chair Susan Gabriel Potter

PRESS RELEASE EXAMPLE

President, CEO, and Museum Founder Louise Gabriel Committee Members Kristina Andresen Judi Barker Negar Fariman Vanessa Gibson Evelyn Guerboian Sharon Kanan Melissa Macfadyen Diane Margolin Becky Mejia Monika White Becky Upchurch

include: Chase Bank, ISU Bob Gabriel Co Insurance, UCLA Santa Monica, Given & Company, Morley Builders, Santa Monica Convention and Visitors Bureau, Barker Hangar, Santa Monica Place, Downtown Santa Monica, National Bank of California, and Dee Menzies. For additional information

-­2290 or dlewis@santamonicahistory.org About the Santa Monica History Museum The Santa Monica History Museum, a non-­profit organization, was founded in 1975 under the Santa Monica Centennial Committee to collect and preserve the history, art and culture of the Santa Monica Bay Area and to be the caretaker of the history. Its mission is the advancement of historical information and education, and the collection, documentation and preservation of archival material and artifacts relating to the Santa Monica Bay Area;; and to give residents, particularly children, a sense of roots, belonging, and a strong appreciation for the unique history and qualities of their own city, and pride in the diverse, multi-­cultural past of Santa Monica.

exhibitions, on-­ and off-­site programs, and through archival and research services for youth and adults.

###

PRESS RELEASE EXAMPLE (CONT.)

SAVE THE DATE EXAMPLE

INVITE COVER EXAMPLE

INVITE INSIDE EXAMPLE

SPONSORSHIP EXAMPLES

SPONSORSHIP EXAMPLES

SPONSORSHIP EXAMPLES

SILENT AUCTION EXAMPLES

SILENT AUCTION EXAMPLES

Silent Auction Procedures

Silent Auction Items and Forms

All silent auction items and forms should be turned into the Gala Coordinator, who will then coordinate storage and delivery with Silent Auction Coordinator.

Closing Out Auction At the end of the auction, circle the winning bid at the bottom of every sheet, crossing out the names above with a large slash.

white and yellow sheets together.

Write this number largely on the top bid sheet packet and circle. Clip with paper clip.

Attach any winning gift certificates to the bid sheet packets.

Sort all winning bid sheet packets by last name. Divide the alphabet equally between each volunteer to process payment. Assign 1-­3 volunteers to fetch any physical items from Silent Auction area after guest has paid for all of their winnings.

List all winning bidders (but not items or prices) on white board near check out table. This will make it easy for those who bid on items to see if they won anything, instead of standing in a line that can get hectic.

When processing payments for the winning bidder, write the form of payment on their bid sheet package, next to the circled total. Then separate the white and yellow forms.

Inform the guest who they should seek to pick up any physical items.

Call any unpaid winners the following week to inform them where and when they can pay for their items and pick them up.

GAZETTE AD EXAMPLES

GAZETTE AD EXAMPLES

Volunteer checklist

Four weeks before event

Confirm number of volunteers needed for event

Two weeks before event

Confirm committed volunteer number

Place order for volunteer meals, based on above number

Place order for volunteer parking validation, if needed

Divide up volunteer duties (registration, raffle, silent auction, etc.)

One week before event

Hold training session for all volunteers

Review dress code & time of arrival and departure

Review payment policies

Review raffle procedures

Review silent auction procedures

Day of event

Have all volunteers sign in at event and pick up Gala name badge

Check out cash box and credit card processor to those responsible for the evening

Review gala layout so that volunteers can help direct guests if needed

Review gala scheduled with volunteers

Have all volunteers sign out at event to pick up parking validations