“Sales have been brilliant and we’re on pace to surpass last year’s revenue of $2 million,” said Two Ten President Neal Newman. “This is coming at a time when we’ve had two hurricanes and we need to raise more money for emergency relief.”
Since Hurricane Sandy, Two Ten has delivered nearly $70,000 in financial aid to footwear families in the New York and New Jersey areas. To meet the increasing need, the organization is seeking to ramp up fundraising through an auction at this year’s event, which will take place at New York’s Marriott Marquis on Nov. 28.
Items that will be up for bid include a lunch with Diane von Furstenberg, a round of golf with pro Scott Stallings, tickets to Kenneth Cole’s upcoming runway show, his first in several years, as well as other packages. “We are so grateful to those who donated these prizes,” said Diane Sullivan, president and CEO of Brown Shoe Co. and chair of the auction committee. “It’s great for our guests to be able to win these fantastic experiences, while giving back to their fellow shoe people.”
This year’s dinner chair, Steve Madden, is hoping his involvement will raise consciousness for Two Ten’s charitable mission.
“It’s wonderful to be part of an industry that has a charity like Two Ten,” Madden said. “Anything that makes you stop and think about other people is a good thing, and I wish we could do more.”
Although tickets for the gala are already sold out, limited space is still available in the newly added YP210 loft area.
“It’s a fun, funky space that’s more lounge than formal sit-down gala,” said Newman. “Adding this space this year gives us the chance to have a couple new faces at the dinner who normally wouldn’t be there.”
Tickets for the YP210 loft are priced lower than seats in the ballroom, to encourage people who are new to the footwear business to attend.
“I’m committed to reaching out to our young professionals in the industry,” Newman said. “This year will have a hipper, younger vibe than it ever had before.”