ADVERTISING SALES KIT - McMichael Moonlight Gala - McMichael ...

ADVERTISING
SALES KIT

EVENT CHAIR
Tina Tehranchian
HONORARY CHAIR
Hon. Maurizio Bevilacqua, PC
Mayor, City of Vaughan
HONORARY PATRONS
Rt. Hon. Adrienne Clarkson PC,
CC, CMM, COM, CD
Rupert Duchesne
Joan Goldfarb, LLD h.c. O Ont.
Jim Leech
Charles Pachter,OC
Hon. David R. Peterson, PC, QC
Hon. Pierre S. Pettigrew, PC
Cherry Tabb
Joanne Tod, AOCA, RCA
John H. Tory, QC
Hon. Pamela Wallin, OC, SOM
EVENT COMMITTEE
Joan Bush
Tony Carella
Melani Chong
Raphaela Dunlap
Andrew W. Dunn
Medina Esmail
Sabrina Fiorellino
Marie Fiorellino-Di Poce
Marion Flanagan
Marianne Gelbert- Serrani
Karen Goldenberg
Meegan Guest
Diana Hamilton
Leyla Kashani
Jane Knop
Anita Lapidus
Fleur Leslie
Iain MacInnes
Sheri Majdpour
Jacques Reiss
Stacey Robinson
Felice Sabatino
Marsha Stall
Michael Taglieri
Ingrid Van Weert
Stephen Weir
Alex Wilson
Diane Wilson
EVENT PROFILE
DATE
Saturday, June 8, 2013
7:30 pm - Midnight
Cocktail Attire
TICKET PRICE
McMichael Members Early Bird - $250*
Early Bird - $275*
Per Guest - $350*
Group of 10 - $3,000
LOCATION
10365 Islington Avenue
Kleinburg, Ontario
ATTENDANCE
An intimate gathering of
500 Guests
THE EVENING
Silent Auction
Curated Wine & Scotch Tasting
Dancing under the stars
CURATED CULINARY DELIGHTS
CHEF JAMIE KENNEDY
LIVE ENTERTAINMENT
HOLLY COLE
MEDIA PARTNERS
Bell Media – CTV & CP24
Globe and Mail
MCMICHAEL FOUNDATION
BOARD OF DIRECTORS
Christopher M. Henley, Chair
Victoria Dickenson, President
Iain MacInnes, Treasurer
Cathy Williams, Secretary
Upkar Arora
Doris Chan
Don McCutchan
Betty Steinhauer
MCMICHAEL BOARD
OF TRUSTEES
Upkar Arora, Chair
Jamie Cameron, Vice-Chair
Victoria Dickenson, Ex Officio
Charles Brown
Joan Bush
Peter Carayiannis
Tony Carella
Andrew W. Dunn
Diana Hamilton
Neil Harris
Diana MacKay
Linda Rodeck
Richard Self
John Silverthorn
Tina Tehranchian
Diane Wilson
Rosemary Zigrossi
DIRECTORS-IN-TRAINING
Meegan Guest
Jane Knop
Fleur Leslie
MCMICHAEL SENIOR STAFF
Dr. Victoria Dickenson, CEO
Katerina Atanassova, Chief Curator
Susan Benton, Dir. Mktg. & Visitor Exp.
Mary Benvenuto, Dir. Fin. & Ops.
Connie Febbraro, Assoc. Dir. Mktg.
Kim Good, Acting Dir. Development
PROCEEDS
Support excellence in interactive and accessible educational programming and inspirational
exhibitions, creating a lasting impact on Canadian art and culture now and in the future.
*Early Bird ticket sales end March 31, 2013. A tax receipt for approximately 50% will be issued following the event

ADVERTISEMENT IN THE GALA BOOK
• OUTSIDE BACK COVER $3,000
• INSIDE BACK OR FRONT COVER $2,500
• FULL PAGE ADVERTISEMENT $2,000
• ONE-HALF PAGE $1,500
This elegant publication showcases the new spirit and the art of one of Canada’s pre-eminent public
art galleries and its spectacularly sophisticated fundraising event, now in its second successful year,
called “The Moonlight Gala”. To appeal to our affluent art-loving guests, our 64 pages are lively and
informative, accompanied by outstanding photography, brilliantly designed, perfect bound and
printed on premium paper. It’s a whole new way of looking at a program book, and it’s only the
beginning of what’s in store at the McMichael Canadian!
The rate includes print placement in the Program Book and online on the McMichael “Moonlight
Gala” micro-site.
2012 GALA PROGRAM

ADVERTISING SPECS
We welcome your advertisement and respectfully request that you send us an ad that compliments the
elegant and artistic ideals of our Gala Book and the McMichael.
Make it beautiful, creative, and distinctive.
‘Need more direction? Just let us know, and we’ll try to help.
Email Michael Taglieri: mtaglieri@assante.com
Deadline for submission: April 30
Please email your advertisement to: Kim Good, kgood@mcmichael.com
Invoice is payable to:
McMichael Canadian Art Collection
10365 Islington Avenue, Kleinburg, Ontario L0J 1C0
ATTENTION: Kim Good, Acting Director, Development

TENTATIVE GLOBE & MAIL AD SCHEDULE
• Saturday, April 20 (1/4 page)
• Saturday, April 27; or Saturday, May 4 (full page)
• Saturday, May 11 (1/2 page)
• Thursday, May 16 (1/2 page)
• Saturday, May 25 (1/4 page)
• Saturday, June 15 (1/4 page)
(All ads are 4-colour and will run in either the Front News or Arts section)
Demographic profile of the McMichael Canadian Art Collection average visitor:
• Adult (skews toward female) between the ages of 25 to 64
• 66% of visitors are aged 45+
• Post‐secondary education, 68% of visitors have a university degree+ and 35% have either a
graduate degree or a professional designation
• Average household income of approximately $75,000+
• Professional who reads daily newspapers
• Light‐to‐medium TV viewer
• Medium‐to‐heavy radio listener
The majority of visitors are day trippers from Toronto, many of whom are hosting out-of-town Visiting
Friends and Relatives (VFR), which is a critical subgroup of visitors who enjoy the cultural attractions in
and around the city.
The largest segment of visitor is from the Metro Toronto area. 77% of visitors are from Ontario and 86%
are Canadian.
Metro Toronto Area: 47%
Local communities: 12%
Rest of Ontario: 18%
Rest of Canada: 9%
USA: 6%
International: 8%
VISITOR PROFILE
VISITOR DEMOGRAPHICS

2012 EVENT SPONSORS & DONORS

2012 EVENT – A SPECTACULAR EVENING!

1
6
100
2,400+
40
194
6,000+
100,000
80,000
100,000
35,000
McMICHAEL BY THE NUMBERS
2
Number of major galleries in Canada with a mandate to collect Canadian art exclusively
(that would be the McMichael)
Members of the Group of Seven buried in a small cemetery on the McMichael grounds:
A.J. Casson, Lawren Harris, A.Y. Jackson, Frank Johnston, Arthur Lismer, and Frederick
Varley, plus Robert and Signe McMichael
Acres of beautiful conservation land, yours to enjoy on your next visit
The number of trees on the McMichael grounds
Kilometers: the distance to great art from Toronto City Hall
(closer than the Toronto Zoo, a few clicks more then Pearson)
Works of art donated by Robert and Signe McMichael to the Province of Ontario in 1965
Number of works of art in the McMichael permanent collection today
Number of works in the Cape Dorset Archive on loan from the West Baffin Eskimo
Co-operative Ltd., based in Nunavut
The current square footage of the greatly expanded original log and fieldstone home
Visitors annually (on average)
The number of students and educators from more than 40 school boards and private
schools who visit us annually
The number of times the McMichael represented Camp David, the US Presidential Retreat,
in the movies (“DC 9/11: Time of Crisis” [2003] and “The Sentinel” [2006] starring Michael
Douglas, Kiefer Sutherland and Kim Basinger)

WHY SUPPORT THE MCMICHAEL?
This rustic gallery surrounded by dense woods is the perfect setting for an encounter with Canadian art,
culture and history. Alongside the works of Tom Thomson, the Group of Seven, First Nations and Inuit
artists, the McMichael presents diverse, thought-provoking exhibitions which redefine the meaning of
Canadian art.
Just recently the exhibition that took Europe by storm ended its spectacular run at the McMichael. Painting
Canada: Tom Thomson and the Group of Seven set new records at the McMichael. In just nine weeks,
over 41,000 people walked through the McMichael’s front doors to see this remarkable exhibition. The
McMichael welcomed visitors from across North America and the world including many regions of Canada
and the United States, Spain, Italy, Germany, Argentina, England, New Zealand, Ireland, China, and
Norway—a testament to the relevance and influence of these iconic works on the world stage.
“… Tom Thomson’s death at Canoe Lake in 1917 was the traumatic catalyst for the formation of the Group
of Seven and in Painting Canada the touring show from Dulwich Picture Gallery London opening today at
the McMichael Canadian Collection in Kleinburg the artist is awarded appropriate pride of place As the
exhibition makes clear Thomson was the warm up act who played better than the band. His sketches
presented here in lavish numbers are ravishing particularly remarkable for their description of those liminal
seasonal states like the one we are presently in. —Sarah Milroy, The Globe and Mail, November 3, 2012
“It seems only proper that after a tour of three European cities the finest works of Tom Thomson and the
Group of Seven artists have made their way back home to the painters’ shrine at the McMichael Canadian
Art Collection in Kleinburg. Heading up the winding road to the gallery, trucks packed with the paintings
would have passed the graves of six of the eight originators of the masterpieces Arthur Lismer, Frederick
Varley, Lawren Harris, Frank Johnston, AJ Casson and AY Jackson. Missing were JEH MacDonald and
Tom Thomson.” —Daniel Baird, The Toronto Star, November 3, 2012
The McMichael believes that everyone can engage in art, and has developed a strategy to make this a
reality. The first step in 2010 was to redesign the grounds around the gallery to provide full access. This
year marked the launch of an inclusive art program including education and public programs that inspire
and support those with cognitive and visual disabilities—the early response has been phenomenal. In
addition and underway right now are the plans to modernize the interior Grand Hall layout and provide
services, such as main level food services and washrooms, and an admission desk designed for different
height requirements.
With the addition of a new Sculpture Garden, the visitors’ encounter with Canadian art now begins on the
walk into the gallery. Nine monumental, mythological works by Ivan Eyre augment the gallery’s
investigation into the relationship between art and nature.

In today’s economy, there is limited funding available from governments and there are many more
organizations competing for the money that people spend on leisure activities. As the McMichael
approaches its 50th year anniversary in 2016, the excitement is tempered by the realization that it
is a critical time to invest in the preservation of the collection – currently numbering almost 6,000
pieces - as well as in the buildings.
The McMichael also sees the need to invest in our local community and contemporary artists. As
well, we would love to expand our Accessible McMichael Family Art Programs, which make all
visitors feel welcome by providing consistent, effortless access to the gallery’s programs,
collections and facilities. We would like to support new contemporary artists as we grow our
collection and increase the number of exhibitions. As we investigate ways to share our works and
knowledge across our great country we are constantly investigating new sources of funding. We
believe that art is an essential component in the definition of a country’s culture and identity and
we want to contribute to these discussions with confidence and strength over the long term. The
contributions you make by supporting the Moonlight Gala are greatly appreciated by our entire
team, and even more importantly, will impact Canadian art and culture now and in the future.
About the McMichael Canadian Art Collection
The McMichael provides a unique opportunity to enjoy Canadian art, culture and history in a 100 -
acre woodland setting. It is renowned for its unique and truly inspiring Canadian experience. From
the stunning art to the vast surrounding landscape, the McMichael celebrates Canada’s art, its
peoples, their cultures and their history. In addition to much-loved works from the collection on
display, the McMichael brings internationally acclaimed touring exhibitions to its audience
throughout the year.
History of the McMichael Canadian Art Collection
In 1954, Robert and Signe McMichael built a country retreat, engaged members of the Group of
Seven and created a northern landscape out of farmland. In 1965, the McMichaels generously
donated this home which, after many additions, houses 13 exhibitions spaces and a small theatre
venue, and their significant collection of Canadian art collection to the Province of Ontario. Since
then, the collection has continued to grow through purchases and donations and now offers a
broad exposition of Canadian art which attracts 100,000 visitors each year.
Just had the most wonderful experience at your Gallery
today! You don't just see the paintings - you feel them.
Stunning paintings, beautiful Gallery, amazing setting - I
have probably a half dozen postings on my wall about
my visit there! Bravo to all of you who contribute to
making McMichael Gallery a Canadian treasure. I will
be back.
Kind of sad…it’s the last day for this wonderful
exhibit…will miss it…so happy to see the hordes of
people flocking in for the final weekend…walked in the
long lovely drive…felt a bit like a pilgrimage.
From Facebook
McMichael Canadian Art Collection
10365 Islington Avenue, Kleinburg, ON L0J 1C0 905.893.1121 www.mcmichael.com