2015: Food and Wine Festival

To offset the burden felt by many members who traditionally bore the financial responsibility for fundraisers following the 2009 financial downturn, the Junior League of San Diego decided to reinvent its existing “Island DiVine” event. Held in La Jolla on the day of the Kentucky Derby, the now annual Junior League of San Diego Food and Wine Festival draws chefs from all over the area and features informational stations where attendees can discuss the League’s focus on youth aging out of foster care.

Leveraging media partnerships to increase pre-event exposure, League organizers also gave a greater role to corporate sponsors and partners via year-long contracts. They tackled membership fall-off and addressed inadequate brand awareness in the community.

Overall revenue has increased 61 percent; corporate sponsorships account for 32 percent of event revenue; 75 percent of ticket sales are to non-members and tickets now sell out prior to the event; and attendance has doubled. On other fronts, Provisional membership is up roughly 25 percent with a year-long waiting list; and media relationships have provided a platform for promoting League causes, namely the conference for transition-age youth stakeholders.