Internationally-recognized
designers and the allure of Palm Beach were a major charitable
hit. Every year the American Red Cross Greater Palm
Beach Area Chapter opens a Designers’ Show House.
Each room is made over into a stunning display of fabrics,
furniture, paintings, wall coverings and more, with all
proceeds benefiting the Red Cross. From the
Sea was the chosen theme,
and Carolyne Roehm, Stephen M. Salny, Nancy Corzine, Mike
Gracie, John Loring, Jay Mulvaney, Christopher Mason and
Richard Truskowski were the designers on hand to transform
the historical Ann Norton House and Sculpture Gardens into
a visual masterpiece. Using their upscale furnishings and
pedigrees as a springboard, we carefully crafted releases,
pitched and placed into major magazines and newspapers
and kicked our event planning expertise into overdrive—especially
since this was the first year the designers were also revamping
the outdoors. How did we successfully promote the Show
House?
• We began with heavy pitching of the Show House
Lecture Series (starring the above designers) as an ideal
foray
• We were on hand for the pre-opening of the Show
House, ensuring all rooms, designers and the gardens were
ready; we also hosted an initial press tour of the Show
House
• We garnered hits in every major Florida design
and home and garden publication; we also placed in Vanity
Fair and VERANDA
• We began with heavy pitching of the Show House
Lecture Series (starring the above designers) as an ideal
foray 
