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Courtesy Inaugural Alzheimer’s Gala Exceeds Expectations

When the National Capital Area chapter of the Alzheimer’s Association first approached Courtesy Associates, a Washington, DC-based subsidiary of SmithBucklin, a year ago, they had clear expectations. “They wanted to produce a new gala in DC that would be similar to the National Association’s Rita Hayworth Galas, which have been held annually in New York and Chicago for the past 17 years,” said Susan Cherney, Senior Account Executive and project lead. “They expected 500 people to attend and they hoped to raise $500,000 for Alzheimer’s research and services.”

On March 24, 2004 – after a year of preparation and planning – 850 people attended the inaugural America’s Great Generations Gala and the event raised more than $1.2 million dollars for Alzheimer’s research. As noted by the Washington Post, the Alzheimer’s Gala was “the equivalent of hitting a home run in your first World Series game.”

First Lady Laura Bush and former First Ladies Senator Hillary Rodham Clinton, Barbara Bush, Nancy Reagan, Rosalynn Carter, Betty Ford and Lady Bird Johnson served as Honorary Patrons of the Gala. Other notable speakers included Sargent Shriver, founder of the Peace Corps, and the Honorable Andrew Card, U.S. Presidential Chief of Staff.

David Hyde Pierce, Alzheimer’s Association National Board Member and Emmy Award-winning star of NBC’s hit sitcom “Frasier,” served as the Gala’s Master of Ceremonies. Stephen S. Lash, Chairman of Christie’s Auction House in New York City, served as auctioneer for the live auction, which raised an additional $40,000.

The event also helped focus attention to the disease in DC. Although Congress is currently spending $680 million on Alzheimer’s research, the Alzheimer’s Association is now asking for $1 billion annually.

Today, 5 million people are afflicted with Alzheimer’s. "It's a profound, cataclysmic problem facing this country – especially the baby-boomer generation," said Cherney. "This event afforded us the opportunity to help inspire our nation’s leaders to take action."

The Courtesy Associates team, Susan L. Cherney, Lissa Emens, Marc Plante, Maurye McCarthy and Shelbie Dumas, provided full event management services for the Gala, including design and development of the 1940s theme; choreography and direction of entertainment; technical and stage production; décor; scripting for on-stage presenters and speeches; video scripting and production; catering; official protocol and seating; and coordination with the U.S. Secret Service, the First Ladies and other prominent participants.

"We were focused advocates of our client’s mission and strived to bring their dreams and goals alive through our strategic planning and creativity," said Cherney.

The Courtesy team is already working with the Alzheimer’s Association to design and plan the 2nd Annual America’s Great Generations Gala, which will take place on April 21, 2005. "We hope to raise attendance and fundraising by 20 percent next year," said Cherney.

Founded in 1947, Courtesy Associates is a Washington DC-based subsidiary of SmithBucklin, specializing in conference and event management. Courtesy serves clients in the technology, medical, government and corporate arenas, including trade associations and non-profit entities.

Courtesy Associates was ranked the number one meeting and event planning firm in the Washington, DC, metropolitan area by the Washington Business Journal for the second consecutive year.