Corporate Magic Helps Salvation Army Throw a Magical Celebration for Its Volunteers

Orlando, FL, June 10, 2011 --(PR.com)-- Every four years, The Salvation Army pauses to gather its volunteer and uniformed leaders from across the country for its National Advisory Organizations Conference (NAOC). This time around, they created enough spectacular memories to last well beyond their next quadrennial meeting.

The Salvation Army once again hired Corporate Magic, the messaging architects behind the organization’s National Red Kettle Kickoff events held at halftime of the Dallas Cowboys’ game each Thanksgiving, to orchestrate the entire five-day conference. Intended to inspire, encourage and equip its local and national board members to further advance the organization’s mission, the 2011 conference -- held at Disney’s Coronado Springs Resort in Orlando earlier this month – set a new standard of excellence.

“We were given the latitude to be as creative as possible while still holding the line on expenses,” said Stephen Dahlem, Corporate Magic’s Senior Creative Director. “When all was said and done, this event ranked among my favorites.”

Dahlem and his team expertly wove the conference’s “Just Imagine” theme throughout the proceedings. The nearly 2,000 business leaders and uniformed officers in attendance were challenged to engage a younger, “New Millennial” demographic with the organization’s message. Because The Salvation Army is eager to move beyond its traditional image as the recipient of spare change and old clothing, Corporate Magic designed a series of programs that projected a dynamic new vision for the evangelical organization known worldwide for its charitable work.

For the conference’s opening production, Corporate Magic installed a 20-foot-high by 275-foot-wide solid projection screen in the resort’s main ballroom to create a stunning panoramic video platform. Layered over that surface were customized Hero screens uniquely configured in portrait aspect ratio, stretching from floor to ceiling and surrounding the room, enabling every member of the audience to feel as if they were standing on stage.

Four family “success” stories were recounted in dramatic fashion as the audience was immersed in an enormous, multi-media scrapbook. Narrated live by uniformed officers responsible for the respective success stories, each presentation concluded when the main stage screens retracted and the featured families were introduced.

“It was one of the most moving and inspirational programs I have ever witnessed,” said Major George Hood, National Community Relations and Development Secretary for The Salvation Army. “We challenged Corporate Magic to create an unforgettable experience that would motivate our most important leaders from across the country, and they delivered. Man, did they deliver!”

The next evening, Corporate Magic tapped into the Disney mystique for a ceremony honoring recipients of The Salvation Army’s prestigious Evangeline Booth Award. The “Once Upon a Time” Gala Banquet celebrated the lifetime achievements of prominent volunteers that have served in the true spirit of Evangeline Booth, one of the charity’s most charismatic and visionary leaders.

Gospel legends Bill and Gloria Gaither were feted first, as a video storybook of their remarkable careers unfolded in fairy tale fashion. At the conclusion, giant video screens retracted to reveal David Phelps, the long-time tenor of the Gaither Vocal Band fronting a full orchestra and performing a medley of the Gaithers’ most enduring hits.

“David brought the house down,” said Dahlem. “Everyone jumped to their feet and sang along during what was fast becoming a very magical evening.”

Finally, Disney master animator Glen Keane took the stage with nothing but a pencil, a sketching table and an overhead camera, and turned the ballroom into a magnificent animation palette. As he brought to life the many iconic Disney characters he created and animated, Keane explained how his own personal transformation from “wild man” to committed Christian served as inspiration for such characters as the Beast from Beauty and the Beast, Rapunzel from Tangled, and Ariel from The Little Mermaid.

As Keane started sketching Ariel, the video screens around him filled with bubbles, the orchestra began to play and Broadway star Jodi Benson appeared on stage. Benson, the voice of Ariel, performed a medley of Disney and Gershwin songs before concluding with an electrifying rendition of “Part of Your World,” the signature hit from The Little Mermaid.

Benson then surprised Keane by presenting him with the evening’s third Evangeline Booth Award. Keane, who thought he was there as part of the entertainment, was genuinely overwhelmed by the unexpected honor for lifetime achievement in art.

“Over the last decade at Corporate Magic, we’ve done a lot of crazy cool stuff,” said Dahlem as he reflected on the event. “This one was very special and ranks right up there with the very best. The team were firing on all cylinders had flawless execution that night. It was pure joy and emotion.”

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