By Jenny Berg Posted May 12, 2011, 9:45 AM EDT
BOSTON “What are you wearing?” was the tagline for the Institute of Contemporary Art's Party on the Harbor, which took place at the waterside museum Saturday night. The fashion-conscious happening—aptly sponsored by shopping Web site Rue La La—drew about 650 guests, many of whom purchased tickets at the eleventh hour.
“The event draws a younger, last-minute type of crowd,” said Susie Allen, director of special events. “Two weeks in advance, we had sold only 100 tickets. Then, they flew out the door.” Planners marketed the fund-raiser through email and social media; they also had a small advertising budget that supported a postcard campaign.
The event launched last year as the after-party for the museum's spring gala, and then struck out on its own. “Our gala will be on October 28 this year to coincide with the 75th birthday of the Institute of Contemporary Art, so we wanted to have a stand-alone spring party,” Allen explained. Going forward, the Party on the Harbor will remain its own entity, with next year's iteration already scheduled for early May.
With tickets going for $100 to $150 a pop, the soiree ultimately raised $65,000.