LOS ANGELES—The most effective fundraising galas allow guests to feel fully immersed in the cause—and therefore motivated to donate. That idea of full immersion was taken to the next level with the Center Theatre Group’s recent “Stories Unite Us” gala, which took place April 23 at the Ahmanson Theatre in downtown Los Angeles.
The event’s 200 guests experienced surprise and delight—and the magic of the theater—at every turn. The overall theme celebrated the art of storytelling, so it made sense that the nonprofit arts organization, along with producers JJLA, turned the event itself into a story about the power of theater, bringing guests on a behind-the-scenes journey of what it’s like to produce a show at the space.
“Guests were told that they were arriving to an immersive program, but given very little in terms of the actual details,” explained Lee Doud, JJLA's vice president and head of events. “The goal was to give guests a new perspective on the theater and stage that they were familiar with.”
Attendees began their evening with an outdoor cocktail reception, where they were surrounded by bars and seating vignettes from Center Theatre Group’s prop and set house. They were able to take photos in a 360-degree photo booth modeled after a theater dressing room, and were entertained by Broadway and jazz music from The Dave Stephens Band. 
Bars and seating vignettes that were pulled from the Center Theatre Group prop and set house. “Center Theatre Group's internal team at the warehouse was really creative in pulling together what they could to create sets that truly felt like something you would see on-stage during a show," said Lee Doud, JJLA's vice president and head of events.Photo: Capture Imaging
The 360-degree photo booth also used real props and costumes from Center Theatre Group's warehouse. "We built out a space that felt like a star's dressing room, with a makeup vanity and a stage door," Doud explained. "People were pulling hat and glasses and coats—it just felt really playful.”Photo: Capture Imaging
But the true immersion began after guests heard a live stage manager calling them to the stage. Attendees entered the theater through the stage door entrance—which is typically only reserved for performers and crew—where they walked past more real-life props and experienced what it’s like to enter the theater as a performer. Upon arrival, the venue was mostly bare, and the stage included tables minimally dressed with raw linens and matte black flatware. 
Guest tables were placed on the stage, which originally featured tables minimally dressed with raw linens and matte black flatware.Photo: Capture Imaging
The tables originally had a black square in the center, marking where a centerpiece should go. As the space started transforming, waiters delivered large feather centerpieces to each table.Photo: Capture Imaging
“She started asking the stage manager for some sound and some lights and some prop pieces, and as soon as she asked for these things, our stage manager started calling for them over the loudspeaker,” Doud said.
Suddenly, the room began transforming into a vibrant dining hall. The light changed at Rashad’s request, staffers delivered festive feather centerpieces, a painted backdrop was added behind the audience, and oversize chandeliers were lowered from the ceiling.
“At that point, the music changed and then all of the servers descended upon the guests with their main entrees,” Doud added, calling the moment “pure theatrical magic.”
“Seeing and hearing the audience cheer loudly as the dinner service began was really fun."
In addition to Rashad, other special guests included Michael Urie, Steven Weber, and Bill Irwin.Photo: Capture Imaging
Like any good theatrical experience, though, the set changes didn’t stop there. During dinner, up-and-coming playwrights stood and read pieces of their new work, with their narration sparking more changes to the lights, sound, and scenery.
“We incorporated the works of the new playwrights by pulling key elements from their work and finding ways to add some theatrical elements to highlight them,” Doud explained. “For example, we had one playwright who was writing a piece that described a character who was trapped in a nightmare. The lights and sound and the addition of a rattling door helped to accentuate her chilling words.” 
During dinner, up-and-coming playwrights stood and read pieces of their new work, with their narration sparking more changes to the set.Photo: Capture Imaging
The team also used the event’s concept to make an impact during the audition. When it came time to encourage guests to donate, the decor and props were once again pulled off the stage. “We brought it back down to a bare stage, and we told guests that because of their generosity and donations, our stages can feel full," said Doud.
He continued, "It made it very clear what the audience's money was going to allow for: It was going to allow for new works, and it was going to allow for this next generation of artists locally here in Los Angeles to tell stories. Coming out of two years of no live theater, it was awesome to see people really step up to the plate and give.”
The final transformation of the space took place toward the end of the evening, when another new set was revealed, and Tony- and Grammy-winning Broadway star Jennifer Holliday appeared to perform a 25-minute set. And to close out the night, the curtain lifted so guests could take in the view of the entire theater—while a feather drop created one final wow-worthy moment. 
At the end of the night, Broadway star Jennifer Holliday performed a 25-minute set.Photo: Capture Imaging
The idea for the unconventional gala came from Center Theatre Group team, and was planned to fall during a window between one production’s load-out and another’s load-in. “So we were actually given a fully blank stage—a blank slate, if you will—which was both a challenge as well as a blessing,” explained Doud, who noted that the timing meant the team had to bring in all materials, including a whole new lighting grid, within a five-day window.
Because the theater is a union space, Doud noted that they also had to work with entirely union labor. To help, the theater ended up hiring some of their internal stage managers and sound designers to help execute the vision. “So it was a really collaborative effort," he explained.
Doud offered some advice to other event producers hoping to tie an event's production back into its mission.
“In this instance, the messaging that was happening during the program reminded people that without their generous support, the theater remains bare," he said. "My advice to other producers is to get creative with storytelling, as I believe that the audiences are looking for unique experiences. Tying the location and show elements directly to mission will result in a heightened guest experience.”
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