The lavish Charity Preview will expand in more ways than one — and loosen its collar a bit — when the North American International Auto Show makes its warm-weather debut in June.
In a bid to lure a wider audience, the black-tie fundraising gala will feature an outdoor component in Hart Plaza, a cheaper ticket option and a somewhat relaxed dress code, said Rod Alberts, executive director of the Detroit Auto Dealers Association, which produces the auto show.
A new charity is being added next year — the University of Michigan's C.S. Mott Children's Hospital — for a total of nine beneficiaries of a projected $4 million raised from the event.
Organizers hope the new format will drive up attendance for the June 12 charity event, an annual who's who of business executives and dignitaries. Around 14,000 people attended this year, organizers said. Between 15,000 and 20,000 is the goal for 2020, said Doug North, auto show chairman and owner of Westland-based North Brothers Ford dealership.
"An evening like this is really a great opportunity for us to have this become something bigger than it's been — that's the goal," North said. "Our plan, because we want to broaden the scope of the group that we have come in, is that we'd love to have a larger attendance. Money will follow accordingly."
The revamped Charity Preview is in the same spirit as the auto show's broader overhaul. Organizers announced last year that the show would be moved to June in an attempt to boost attendance, please automakers and stay relevant in an industry undergoing fast change. Next year's show runs June 9-20 and will break with the "static environment" attendees have come to expect, North said.
The traditional side of the Charity Preview will be maintained. Festivities inside the usual TCF Center space will start at 5 p.m. and conclude with a to-be-announced music act taking the stage at 10 p.m. Like this year, tickets are $400 apiece or $750 for a pair.
New next year is an outdoor component with live music, food trucks and a cash bar. Hart Plaza will be closed off from 6-11:30 p.m. for Charity Preview ticket holders. The $400 tickets are "all access" and allow attendees to enjoy every aspect of the preview, indoor and out.
A new $200 ticket is being added in 2020. This ticket gives attendees access to Hart Plaza only, from 8-11:30 p.m. There will be a "more youthful-oriented" headline act at 10 p.m., North said.
"Ticket No. 2 will hopefully attract people we haven't been able to get, with the express desire of trying to grow the event not only in year one, but long term," he said.
Tickets go on sale March 16.
A dress code change is also in the works. Inside TCF Center, the preview will move from black tie to "creative black tie." Organizers are still formulating exactly what that will look like but expect some sartorial liberties and a "little more color than in years past," North said.
Outside wear will be "summer chic," or dressy but comfortable. The point is to make the dress, much like the overall event, a little less rigid, according to organizers.
The cost to produce the new iteration of the Charity Preview is likely to be higher than previous years because of the expanded footprint. Much of the backdrop in Hart Plaza will already be in place, though, because the riverfront park will serve as the main outdoor area for the show. Alberts said the cost to produce the Charity Preview is typically no more than 20 percent of what the event raises.
Opening the charity gala and auto show to the outdoors provides an opportunity to boost attendance and attract more sponsors, Alberts said. Detroit will be abuzz with activity around the time the show rolls out — the Belle Isle Grand Prix runs May 29-31, the Rocket Mortgage Classic is May 25-31 and the Ford Fireworks go off June 22.
"Part of the reason for the date change has been to provide a better environment for our OEMs, our attendees and the public to have a better experience," North said. "We're providing more options for manufacturers and to the public to experience more and have more dynamic interaction with the products."
https://www.crainsdetroit.com/auto-show/auto-shows-charity-preview-add-outdoor-component-tweak-dress-code
2019-12-16 11:30:00Z
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