Heart Ball to celebrate 25th year

By Paula Rath
Advertiser Staff Writer

At a table designed by Macy's merchandisers, Heart Ball co-chairwomen Elizabeth Lacey and JoAnne Vieira toast the upcoming event. Cory Lum • The Honolulu Advertiser

Like most fund-raisers, it started with a handful of volunteers.

In 1978, the Honolulu Jaycees and a cadre of women dedicated to heart research and education held the first Heart Ball to raise $10,000 for the American Heart Association of Hawaii. The goal was met and a tradition established.

In 1983, a handful of community volunteers took over the Heart Ball from the Jaycees. In 1985, the volunteers were few, endangering the fund-raiser, and Mary Lou Brogan recruited women to head committees to plan a silent auction, table decorations, reservations and programs. Most of these women still volunteer.

This year, the project consists of more than 100 people, and it is considered an honor to be involved.

Brogan sees the Heart Ball as "a leadership opportunity. It's like being the CEO of a big business. Every year, the event has the unique stamp of the women who chair it."

Last year, the event netted more than $555,000.

In 25 years, the Heart Ball has raised more than $6 million for cardiovascular research and community education programs. The association's long-term goal is to reduce death and disability from heart disease and stroke by 25 percent by 2010.

Under Brogan's leadership, the Heart Ball has become a black-tie occasion with prominent entertainers such as Patti Page, Rosemary Clooney and Kay Starr, and big bands.

The event outgrew the Hilton Hawaiian Village Dome and ballrooms in the Hawaiian Regent and Hyatt Regency. On Saturday, the sold-out event will fill up the Sheraton's Hawaii Ballroom.

Heart Ball decor has seen a major transformation from a handful of antique Valentines to sophisticated corporate visual merchandising. In 1987, Liberty House signed on as sole donor of Heart Ball decorations. The retailer brought in 30 employees from stores statewide to create a look enhancing the theme. This year, Liberty House successor Macy's is continuing the tradition.

Over the years, themes have ranged from homespun and hokey to sophisticated and socially conscious. In keeping with this year's theme "Under the Stars," Macy's will decorate with shimmering stars on tables and suspended from the ceiling.

The Heart Ball sells out every year, and invitations are no longer required. Guests are sent the silent auction catalog instead of an invitation. This year, there are 230 auction items and packages worth $325,000, including a carousel horse valued at $10,000 and a new BMW 745i valued at $72,000.

Each year the tireless volunteers add a new element to the event's offerings. For 2002, Cartier donated 50 mystery boxes valued from $160 to $1,050 that will be sold for $100 each.

Although some of Hawai'i's fund-raising events shrink or disappear during tough economic times, the Heart Ball seems to be recession-proof.