On June 4, the SickKids Foundation hosted its 14th annual "Scrubs in the City" benefit at Evergreen Brick Works. In total, 900 guests attended the event, which brought in $500,000 to support the purchase of a new MRI machine for the Hospital for Sick Children (otherwise known as "SickKids").
The event has grown exponentially since its start in 2001, when 200 guests attended what was then a small celebration. As the event has evolved, so has its planning process, which has become a highly collaborative effort that includes a volunteer committee and an internal team from SickKids. According to organizers, one of the largest contributions of the volunteer committee has been to solicit and retain sponsors.
“Over the years, we have looked for ways to increase sponsorship opportunities and ticket sales" and keep sponsors returning year after year, said Kirsten Van der Griend-Mann, events associate for the SickKids Foundation. "An example of a sponsor benefit that has been really successful is the introduction of hospitality lounges." The concept of the hospitality lounge, introduced to the event three years ago, gives sponsors an opportunity to purchase a private banquette area for 10 guests. The area has its own personal attendant, as well as custom food and drink options. "We work with the [volunteer] committee as well as the SickKids Foundation's corporate partnerships team to identify new and relevant sponsor opportunities, while maintaining and building on existing relationships,” Van der Griend-Mann said. Some of the benefit's long-standing sponsors include Mantella Corporation, Rogers, and TD Bank.
The SickKids Foundation has also collaborated with some of Canada's influential fashion and lifestyle bloggers to develop customized content, including ticket giveaway opportunities; this has led to increased social media engagement for the event. Here's a peek inside this year's event, which had a Tokyo-inspired theme.