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  1. Production & Strategy
  2. Strategy

New Fund-Raiser Promotes With Latin Chefs on TV, in Facebook Videos

Jenny Berg
May 5, 2011

On April 28, the Instituto del Progreso Latino hosted its first-ever benefit at the Hilton Chicago. The organization's senior development officer, Eric Lugo, tapped Ana Cristina Aguirre, director of Deseo Events, to manage the planning process. The event raised about $100,000, though "the main goal was to raise awareness of the Instituto and what their programs do for the community," Aguirre said.

To spread the word about the new event, organizers reached out to local media outlets. Chef Carlos Gaytan of Mexique restaurant—who whipped up pork belly tacos with papaya slaw in a live cooking demo during cocktail hour—appeared in a food segment on ABC 7 to promote the event in mid-April. Organizers also produced short videos showcasing the other chefs who would be at the event, and posted the videos to the gala's Facebook page. Along with ABC 7, media sponsors included Univision, Lawndale News, and CS magazine. The promotional efforts ultimately helped draw 450 guests.

Called "Alta Cocina: A Spring Chef's Gala," the event celebrated Latin food and chefs. While Gaytan prepared his pork-and-papaya-filled dish at one end of the cocktail reception, chef Patricio Sandoval of Mercadito made shrimp tacos at the other.

Mario Garcia, the Hilton Chicago's executive chef, prepared the dinner of jicama salad and stuffed albondigon (or Latin-style meat loaf) with poblano peppers, queso fresco, and pistachio-avocado mole. Dessert, served buffet-style, was sweet plantains from Lucero Caribbean Cuisine Catering. In keeping with the Latin-chef-centric theme, Ingrid Hoffman, the Colombian host of the Cooking Channel's show Simply Delicioso, delivered the keynote address.

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Volunteers helped check in the 450 guests.
Volunteers helped check in the 450 guests.
Photo: Ana Miyares Photography
Dinner took place in the ballroom, where two screens flashed sponsor logos.
Dinner took place in the ballroom, where two screens flashed sponsor logos.
Photo: Ana Miyares Photography
Sponsor Mercedes-Benz had a vehicle on site.
Sponsor Mercedes-Benz had a vehicle on site.
Photo: Ana Miyares Photography
Two local chefs manned food stations during the cocktail hour.
Two local chefs manned food stations during the cocktail hour.
Photo: Ana Miyares Photography
The chef stations were set up at either end of the ballroom.
The chef stations were set up at either end of the ballroom.
Photo: Ana Miyares Photography
Chef Patricio Sandoval of Mercadito prepared tacos with chipotle shrimp.
Chef Patricio Sandoval of Mercadito prepared tacos with chipotle shrimp.
Photo: Ana Miyares Photography
At another station, chef Carlos Gaytan of Mexique prepared papaya slaw to top his pork belly.
At another station, chef Carlos Gaytan of Mexique prepared papaya slaw to top his pork belly.
Photo: Ana Miyares Photography
The first course was a jicama salad.
The first course was a jicama salad.
Photo: Ana Miyares Photography
Lucero Caribbean Cuisine Catering provided sweet plantains for dessert.
Lucero Caribbean Cuisine Catering provided sweet plantains for dessert.
Photo: Ana Miyares Photography
Some sponsors got bottles of Don Julio at their place settings.
Some sponsors got bottles of Don Julio at their place settings.
Photo: Ana Miyares Photography
Kehoe provided flowers, and tables were topped with signage that called out sponsors.
Kehoe provided flowers, and tables were topped with signage that called out sponsors.
Photo: Ana Miyares Photography
During a pledge drive, guests made donations to the Instituto's programs.
During a pledge drive, guests made donations to the Instituto's programs.
Photo: Ana Miyares Photography
The event raised $100,000.
The event raised $100,000.
Photo: Ana Miyares Photography
Arthur Velasquez, founder of Azteca Corn Products, was one of the evening's honorees. Later in the evening, the Instituto's vice president for education and programs, Dr. Ricardo A. Estrada, was honored.
Arthur Velasquez, founder of Azteca Corn Products, was one of the evening's honorees. Later in the evening, the Instituto's vice president for education and programs, Dr. Ricardo A. Estrada, was honored.
Photo: Ana Miyares Photography
J.P. Morgan Chase was the title sponsor.
J.P. Morgan Chase was the title sponsor.
Photo: Ana Miyares Photography
The event took place in late April.
The event took place in late April.
Photo: Ana Miyares Photography
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