The Florida Aquarium held its ninth annual SeaGrapes fund-raiser on May 1. The cocktail party saw a spike in attendance—up by 150 people to 950—and a $36,000 jump in the funds raised, to $130,000. Organizers credit the differences to increased social marketing efforts, a larger event committee, and a new Web site dedicated to the event.
“You can’t underestimate the power of buzz, and having the committee talking about it on social media has made a huge difference,” said the aquarium’s corporate gifts and special events manager, Sandy McLaughlin. “[The Web site] was a way to devote a lot of online real estate to this event and links right to our main site, so I can keep it up year-round to thank sponsors and update them about next year’s event.”
The planning committee consisted of 30 members, five more than last year, who all posted the same information about the event on their respective Facebook pages, in addition to reaching out to their business and social contacts in the area. The aquarium's public relations team also executed a Twitter and Facebook promotional campaign for SeaGrapes. The addition of the new Web site provided continually updated information about the event, its 25 participating restaurants, and ticketing to consumers and gave additional exposure to the fund-raiser's 56 sponsors.
The night began with an hour-long preview for V.I.P. ticket holders, who paid $125 per person. Guests had free roam of the venue, where local restaurants set up food stations among the exhibits. Additionally, electric violin band the String Divas (booked through Via Musica Productions) provided entertainment until the party wrapped up at 11 p.m.
The money raised from ticket sales, sponsorships, and a 208-item silent auction will be used for the aquarium’s conservation and education programming.
