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  1. Venues & Destinations
  2. United States
  3. Orlando / Central Florida

American Cancer Society Benefit Revives Western Theme, Doubles Attendance and Revenue

Mitra Sorrells
May 4, 2010

The American Cancer Society of Orlando returned to its roots April 24 for its annual fund-raiser at the Rosen Shingle Creek, reviving the Cattle Baron’s Ball theme and more than doubling attendance and revenue in the process. The organization used the western motif for 20 years before dropping it in 2006 in favor of a tropical nights theme. But after a steady decline in attendance, last year the team decided to revive the western theme for 2010.

By December, organizers had already sold 30 tables for the gala, matching last year’s total attendance. In the end, more than 750 people donned denim, cowboy hats, and boots to attend the ball.

“The Cattle Baron’s Ball in its heyday grossed over $1 million an event, so what we wanted to do was get back to the roots of Cattle Baron’s, where people who have been in Orlando a long time would recognize it,” said event co-chair Trey Vick. “In doing that, the response has been unbelievable.”

Vick contracted Walt Disney World to create the western ambience with a western village entryway, two saloon bars, picket fencing, and yards of burlap, denim, and bandana- and cow-print fabrics covering the tables. “[Disney] mobilized a crew of 20 people and a full semi tractor trailer of decor just for this event,” Vick said.

The cocktail-style event, which had food stations from 10 local restaurants, also included several western-themed activities for attendees, including horseshoes and a Wii game in which participants tried to rope a bull. Following the live auction, guests danced to music by country artist Ty Herndon.

“We wanted to create an event where people can have some fun and still get out and support the cause,” Vick said.

The Cattle Baron’s Ball raised $230,000—more than double last year’s revenue of $103,000—through sponsorships, table sales, and silent and live auctions. Rosen Hotels & Resorts, Walt Disney World, and Mercantile Bank were among the 12 sponsors.

Gaming stations provided entertainment for guests.
Gaming stations provided entertainment for guests.
Photo: Britt Runion Photography
Western storefront backdrops decorated the entrance to the ballroom.
Western storefront backdrops decorated the entrance to the ballroom.
Photo: Britt Runion Photography
A video game station with a bull-roping challenge was one of multiple western games for guests to play.
A video game station with a bull-roping challenge was one of multiple western games for guests to play.
Photo: Britt Runion Photography
Cow-print linens draped the check-in tables.
Cow-print linens draped the check-in tables.
Photo: Britt Runion Photography
Wooden fencing separated the 75 dinner tables from the entertainment half of the ballroom.
Wooden fencing separated the 75 dinner tables from the entertainment half of the ballroom.
Photo: Britt Runion Photography
Wells Fargo provided an old-fashioned wagon as a backdrop for complimentary portraits from Britt Runion Photography.
Wells Fargo provided an old-fashioned wagon as a backdrop for complimentary portraits from Britt Runion Photography.
Photo: Britt Runion Photography
Grammy-nominated country music artist Ty Herndon performed.
Grammy-nominated country music artist Ty Herndon performed.
Photo: Britt Runion Photography
Entertainers and guests dressed in western-style costumes for the event.
Entertainers and guests dressed in western-style costumes for the event.
Photo: Britt Runion Photography
Jimmy Buffet's Margaritaville restaurant served raw oysters and crab cakes at its station.
Jimmy Buffet's Margaritaville restaurant served raw oysters and crab cakes at its station.
Photo: Britt Runion Photography
Disney draped the dinner tables with red bandana-print linens topped with brown burlap napkins.
Disney draped the dinner tables with red bandana-print linens topped with brown burlap napkins.
Photo: Britt Runion Photography
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