Challenge

I was working at The Carrack, a DIY, community-driven art gallery that supported local artists through exhibitions, residencies, and grassroots programming. The Executive Director challenged me with a deceptively simple brief:

“Invent a new October fundraiser. Goal: $10,000.”

But I knew The Carrack needed more than a standard auction or gala. Our artists — and the patrons who supported them — deserved something immersive, participatory, and unforgettable.

We needed an event that:

• invited guests to interact with art, not passively observe it
• activated multiple floors and hidden corners of the venue
• created an atmosphere of mystery, elegance, and play
• offered artists meaningful ways to participate
• felt like a party, not a fundraiser
• could grow into a beloved annual tradition

A typical DIY event space wasn’t going to cut it. We needed a venue with its own personality, quirks, shadows, and narrative potential.

Solution

The Ball Was Born

Somewhere between leaving that meeting and getting home, the idea clicked:

A Masquerade Ball — theatrical, interactive, open to all creative forms, and tailor-made for our artist community and the patrons who champion them.

Finding a venue worthy of the idea

After exploring DIY options we reached out to 21c Museum Hotel, a contemporary art museum full of world-class installations, unexpected nooks, and enough architectural drama to power the entire concept.

And yes — it was within reach thanks to their philanthropic mission.

The space included:

• multi-floor galleries
• strange, narrow passageways
• a decrepit, unlit elevator that begged to be part of the story
• an underground vault with antique safety deposit boxes perfect for hiding clues

The venue practically conjured the experience into existence.

Building an event you could wander through

I designed a scavenger puzzle hunt that pulled guests across all floors — making sure they didn’t just attend the event, but explored it.

Guests unlocked:

• hidden symbols
• encoded clues
• mysterious interactions with performers
• secrets tucked into the vault’s safety deposit boxes

Every interaction rewarded curiosity.

Saturating the night with performance

Beyond the expected live music, the event featured:

• dancers weaving through crowds
• poets tucked into alcoves
• performers roaming in character
• spontaneous micro-performances around corners and inside side rooms

Art wasn’t something you watched — it was something happening all around you.

Artist-powered from concept to reality

Local artists weren’t window dressing; they co-created the atmosphere. Their installations, costumes, and performances shaped the experience and invited guests into the world.

Role

I led the full creative and operational design of the event, including:

• Concept creation for the Masquerade Ball
• Designing the multi-floor experiential flow
• Creating the full scavenger puzzle hunt
• Developing the visual theme and atmospheric direction
• Coordinating with participating artists and performers
• Managing relationship + negotiation with 21c
• Overseeing event logistics, staffing, and budget
• Producing the attendee experience end-to-end

Though technically an employee, this project was pure creative joy — a passion project disguised as a line item on my job description.

Outcome

The Masquerade Ball didn’t just meet fundraising goals — it obliterated them.

Year 1

• Spent: $4,000
• Net revenue: ~$25,000

Year 4

• Net revenue: ~$40,000

Impact

• Became The Carrack’s flagship annual fundraiser
• Deepened community connection with artists
• Created a reputation for events that blended art, story, mystery, and performance
• Demonstrated the power of intentional, experience-driven event design

Guests consistently said versions of:

“I forgot there was even a fundraising component.”

Which was, in its own way, the greatest compliment.