4. Museum of Contemporary Art Los Angeles Gala
Los Angeles
#4 Benefit (up from #5)
The museum’s annual gala celebrated its 35th anniversary in 2014 and also marked two other milestones: the appointment of a new director, Philippe Vergne, and a fund-raising effort that pushed its endowment to more than $100 million. Diana Ross performed for the 850 guests, and the evening raised $2.4 million. But as much as it’s known for being a reliably strong fund-raiser, guests have come to expect creative production that, appropriately for an institution with its mission, challenges and entertains its guests. “The unique part of the MoCA Gala is that the format changes every year depending on the artistic direction,” says Paula Morehouse, the museum’s development and special event manager. “On occasion, the creative lead is taken by an artist—for example Rob Pruitt in 2013, Marina Abramovic in 2011, and Doug Aitken in 2010—and other times the decor and concept is imagined by the event chairs and event producer.” The event also partners with what Morehouse calls “significant brands,” such as last year’s presenting sponsor Louis Vuitton. Another change over the years: Even as society seems to be moving in a more casual direction, the gala is not. Once requiring only cocktail attire, the event is now a black-tie affair. Next: Spring 2015