On March 1, Lady Gaga and Vince Vaughn were among the 4,500 shivering individuals who dipped into Lake Michigan for the Special Olympics Chicago's Chicago Polar Plunge. Now in its 15th year, the fund-raiser drew more participation from "Plungers" this year, as opposed to its turnout of 3,200 in 2014. This year's frigid event also exceeded last year's fund-raising total, raking up more than $1.2 million for the Special Olympics, over the $1 million that was raised last year. So, what accounts for the event's growth? Star power certainly didn't hurt.
Television personality Jimmy Fallon and Mayor Rahm Emanuel participated in last year's event, which led to increased awareness surrounding this year's plunge. Organizers knew to expect more spectators and planned for larger seating areas, more warming tents, and larger party tents. They also set out seeking new celebrities to increase the event's 2015 buzz.
"As a follow up to Jimmy Fallon serving as our V.I.P.—Very Important Plunger—in 2014, we wanted to reach out to a celebrity that also loved Chicago and would be up for fun," said Susan Nicholl, executive director of the Special Olympics Chicago. "Recalling that Vince Vaughn jumped out of an airplane to arrive at the Chicago Air and Water Show at North Avenue Beach a few years ago, he was at the top of our list as a fun-spirited Chicagoan." Event organizers developed a social media campaign that used the hashtag #VinnyDippin to playfully solicit Vaughn to serve as the "V.I.P." for the event, and the campaign worked. "[Vaughn] flew overnight, leaving right from an appearance [in another state] and went right to North Avenue Beach," said Nicholl. "He was absolutely great with spectators and Plungers when he arrived, accommodating everyone's requests for selfies." He also took his plunging mission seriously, submerging himself in the water completely.
Though organizers knew to expect Vaughn, Lady Gaga was a surprise guest who attended the event with her fiancee, Chicago Fire actor Taylor Kinney. "We knew [the cast of Chicago Fire] was coming, but we didn't expect Lady Gaga," said Nicholl. "Needless to say, she added to the fun and created even more post-event awareness. As was the case last year, the celebrity angle provides great awareness, which leads to greater participation the following year."
Celebrity buzz aside, Nicholl said the event's success was boosted considerably by the individual efforts of all 4,500 Plungers. Each guest was required to raise $175 in order to participate in the event, and some took to social media to promote their fund-raising cause. Many participants were also return guests who have an emotional allegiance to the event. "The majority of our Plungers return year after year, so for them it has become an annual wintertime tradition," Nicholl said. And guests are rewarded for their efforts: all participants are given souvenir T-shirts and towels, and Plungers who raise more than $500 receive a special thank-you package.
