Alberta Meeting & Event Guide Fall/Winter 2017/2018 | Page 19

Reinventing the gala
admonishing further approach.
MacDonald quickly points me in the
direction of a nearby art installation
before slipping inside the room, shutting
it softly behind him. Laughter soon rum-
bles through the door.
The rest of the evening is a bit of a
blur. Steve Martin, Lainey Lui and Adam
Gopnik (columnist for The New Yorker)
charm the crowd by turn, and the event
cumulates in the afore-mentioned neon
‘warehouse party’, where the art world’s
‘old guard’ dances with the new. Guests
glow in the branded purple and pink
lighting- it’s one of those parties where,
just by being in attendance, everyone
feels just a little more sexy, a little more
artist’s hand not shook, no volunteer un-
thanked. The committee members b-line
for him and he shares knowing glances
with each of them as if to say, “I know –
it’s better than we could have imagined.”
I catch up to him and congratulate him
on the success. He thanks me, one hand
absentmindedly rubbing his eyes. He beginning. The best fundraisers and galas
are able to keep their audience engaged
long after they leave the venue because
people keep craving the magic of the
moment we created — and that’s when
it becomes not just a moment. It gets
to live on through the organizations we
support.” n
is clearly tired, but I can’t help but ask
him one last question- with the evening
coming to an end, does this mean this
carefully maintained guest relationship is
also done? Is this, for lack of a better term,
the beginning of the end?
He shrugs into a sleek black jacket,
while turning my question over, eyes
thoughtful. Finally, he says slowly,
“If we’ve done our job, this is just the Jessica Tkachuk is an Event & Marketing
Specialist with Boom Goes the Drum,
an award-winning event agency that
specializes in marketing strategies,
communications planning, and even
production. She currently serves as VP
of Communications on the International
Live Events Association Calgary board,
and as a committee member with the
Heart Truth Fashion Show.
The best fundraisers
and galas are able to
keep their audience
engaged long after they
leave the venue...”
special, and like they’re all in on some
fantastic secret they’re just dying to spill.
In the end, over three million dollars is
raised to support Contemporary Calgary
- a stunning feather to add to Boom’s cap.
But celebrating will have to wait: as the
house lights come up and the last few
partygoers are ushered into cabs, I see
MacDonald making the rounds, ensuring
no guest is left without a ride home, no
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