Ball on the Mall Increases Attendance, Event Footprint, Sponsorship Support

By D. Channing Muller May 8, 2012, 5:29 PM EDT

Red draping and star gobos adorned the ceiling of the dinner tent.

Photo: Tony Brown/ for BizBash

5th annual Ball on the Mall
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The Trust for the National Mall’s fourth annual Ball on the Mall, the only gala allowed on the historic lawn, experienced a rise in attendance for both the dinner and dance afterward. Nearly 450 people purchased the $350 dinner ticket with an additional 1,000—100 more than in 2011—attending the dance, which had a reduced ticket price of $175 to bring in additional attendees later in the evening.

“As we grow as an organization and have more news coverage, particularly this year about our design competition [to redesign three portions of the Mall], people become more aware of our mission and want to support [us],” said the Trust’s director of events Katherine Shramm-Strosser.

Organizers expanded the size of the two conjoined tents on the National Mall housing the event to 14,400 square feet—4,000 square feet larger than in 2011—to accommodate the additional guests. A Vista Events designed the two spaces with an Americana theme of red, white, and blue draping and decor with silver and gold furniture and accents. Design Cuisine Caterers complemented the theme with a twist on classic American foods serving three kinds of sliders, lettuce wraps, and red, white, and blue desserts like cherry cobbler, blueberry-filled cookies, and vanilla cupcakes.

The event also experienced a 35 percent rise in sponsorship support for both the benefit luncheon on Thursday and Saturday’s ball. The spike contributed to the acquisition of more than $2 million, an overall 38 percent increase, to go toward the redesign and restoration of the National Mall.

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