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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Lamborghini and Maltese Puppy Help Entertainment-Packed Race to Erase MS Gala Reel in $2 Million

Alesandra Dubin
May 11, 2010

Co-chairs Nancy Davis and Tommy Hilfiger beckoned a crowd to the Hyatt Regency Century Plaza on May 7 for the 17th annual Race to Erase MS benefit, an annual fund-raiser known to draw serious star wattage and big bucks, too. Thanks in part to Davis's status as Hollywood nobility, and also to Hilfiger's considerable pull, the event raised $2 million to benefit the Nancy Davis Foundation for Multiple Sclerosis.

The event, headed by Race to Erase MS executive director Liz Seares, opened with a Tommy Hilfiger spring 2010 fashion show and included a live auction with Tom Arnold and Nancy O’Dell. The gala is known for its big-ticket—and often unusual and inventive—auction items, and this year Brooke Burke helped hawk a maltese puppy. One guest took home a Lamborghini Gallardo LP 560-4 with a winning bid of $210,000.

Presenters included Olympic gold medalists Apolo Anton Ohno and Lindsey Vonn, as well as Dr. Phil and Robin McGraw and Christopher and Kyle Massey. Led by musical director Rickey Minor of American Idol, the event staged a variety of musical performances. Heart revived favorites like “Barracuda" and “Alone," and Dr. Hollywood performed “We Run L.A.” Avril Lavigne, who recently joined the board of directors for the event and the foundation, closed out the evening with a five-song set including “Girlfriend" and “Complicated." In Race to Erase MS tradition, the night ended with a performance of “Lean On Me” that included Heart, Avril Lavigne, the Davis family, and their guests.

Tommy Hilfiger, American Airlines, EMD Serono, Lamborghini, the host venue, and Associated Television International were among the evening's sponsors.

A packed stage at the Race to Erase MS gala
A packed stage at the Race to Erase MS gala
Photo: WireImage
A packed performance lineup included Heart and Avril Lavigne.
A packed performance lineup included Heart and Avril Lavigne.
Photo: WireImage
A vast silent auction contributed to the event's $2 million take.
A vast silent auction contributed to the event's $2 million take.
Photo: WireImage
Avril Lavigne sang hits like 'Complicated.'
Avril Lavigne sang hits like "Complicated."
Photo: WireImage
The event opened with a Tommy Hilfiger fashion show of the designer's spring 2010 collection.
The event opened with a Tommy Hilfiger fashion show of the designer's spring 2010 collection.
Photo: WireImage
A peace sign and heart were integrated into the stage design.
A peace sign and heart were integrated into the stage design.
Photo: WireImage
Desserts included edible puns.
Desserts included edible puns.
Photo: WireImage
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