University of Pittsburgh Medical Center - RWS Entertainment Group

University of Pittsburgh Medical Center

PPG Paints Arena
Transforming an Ice Rink into a Cancer Fighting Gala

The University of Pittsburgh Medical Center needed to supercharge their fundraising following years of lackluster results from their Annual Gala. They asked us to up the scale, ticket proceeds and entertainment value for a highly discerning, VIP audience. Due to the capacity required, the only venue large enough to house this massive event was the PPG Paints Arena, home of the Pittsburgh Penguins of the NHL.

Our approach hinged on delivering unique design and décor with an extraordinary level of entertainment featuring world-class artists so that guests would be dazzled by the stark transformation of a normally-pedestrian NHL arena. Being a yearly event, it was critical to reward repeat attendees with an entirely new experience each year.

In the nine years producing this gala, our events have raised over $50MM for cancer research with guests returning year after year to a newly surprising, elevated entertainment experience.