Varvatos Benefit Stops Traffic for Families

[as originally published on BizBash.com 03.23.06]

The designer's fund-raiser for abused children featured kids' activities, live music, and a big auction—all on closed streets in West Hollywood.

In a month with swanky fashion shows and the world's most-watched award ceremony in Los Angeles, the fourth annual "Shop to Show Your Support" benefit sponsored by John Varvatos in and around the label's flagship in West Hollywood had a decidedly different vibe, with a fund-raising component in a family-friendly atmosphere. More than 1,000 people turned out to support Stuart House, a program of the Rape Treatment Center serving child victims of sexual abuse.

Produced by freelance event producer Lena Leitman with event management by Travis Jackson from Ikus, the event has grown so substantially over its four years that the City of West Hollywood closed off Melrose Avenue at Robertson to make room for several tents, a staging area for performances, and a live auction. (This year there were more volunteers—identified by khaki T-shirts and sneakers from cosponsor Converse—working the event than there were attendees at the first incarnation four years ago.)

Kids were treated to story time onstage, arts and crafts projects from Photofiddle.com, games from Sony PlayStation, roving magician Justin Kredible, and balloon artist Shellyann Silva.

And while their tots were entertained, grown-ups milled about the large outdoor area, listening to the mix of music from DJ Kev E Kev. Wade Williams coordinated catering donations from local eateries including his own Picnic, as well as Breadbar, Chaya Brasserie, Falcon, Il Moro, Cake Divas, Jerry's Famous Deli, Jonathan Darr Catering, Loteria Grill, O-Bar Restaurant, Rolling Dough, and Wood Ranch BBQ & Grill.

Guests browsed the silent auction area underneath the large tent outside the store or spent their time inside purchasing John Varvatos clothes and limited-edition Converse sneakers.

Outside, the staging area from Classic Party Rentals was where the real action happened. Guests bid on live auction items including a United Airlines New York vacation and custom-designed Varvatos suits, along with dinner with the designer. With more than $235,000 raised, the guests ended the afternoon with musical performances by Chris Cornell and Citizen Cope, who sang standing on the stage built right in the center of the closed-to-traffic Melrose Avenue.

« back