For the past decade, Cathy Seward, AS '80, has been an important force in the cultural vitality of Philadelphia. Whether it was a children's dinosaur exhibit at the Natural Academy of Science or the irresistible sounds of Bernadette Peters, Peter Nero and the Philly Pops Orchestra or the riveting sights and sounds of Riverdance's extravaganza of Irish music and dance, Seward had a hand in raising funds for it.
Throughout the '90s, Seward has been employed by the Natural Academy of Science, the Philadelphia Orchestra and the Mann Center for the Performing Arts, working with corporate entities in the Philadelphia region to bolster the city's reputation as one of the best entertainment centers in the nation.
After graduating from Delaware with a degree in history, Seward spent six years selling Yellow Pages advertising; then, she migrated to radio ad sales for another three. Through her radio contacts, she became involved with special events in Philadelphia, which led to a position with the Academy of Fine Arts. A couple of years later, she was hired to run the corporate sponsorship program at the Academy of Sciences.
"The trend in fund-raising over the last decade has been a combination of a philanthropic gift with a practical marketing-based one," she says. "The companies want to see value for their support...something that's viewed as a win-win situation for their corporate investment."
Seward helped formulate a multi-year sponsorship package that tied Sunoco Oil to the Academy of Science, featuring an archaeological dig in a 12-foot by 20-foot sand pit, complete with a paleontologist unearthing a slew of dinosaur bones.
"It was digging for buried treasures," says Seward. "Sunoco got a lot of value. They worked with elementary schools near their plants, educating the children. It was a wonderful program that teamed the academy's education department with the community relations people of Sunoco."
In 1995, she partnered a deal with Warner Brothers and Chuck Jones, the animator of Daffy Duck and Bugs Bunny. Jones came to Philadelphia to create an animal storybook house and made a number of presentations and displayed his artwork in the academy's gallery.
"He would draw the animals and then we would complement it with a live exhibit," recalls Seward. "The kids got an up-close look at roadrunners, rabbits, skunks and coyotes. They learned what they ate and how they lived. Plus, the kids learned how to draw."
In her current position as director of development and corporate sponsorship for the Mann Center for the Performing Arts, Seward has helped boost the center's revenues by nearly 100 percent, at a time when the city dropped its support.
Founded in 1935, the Mann moved in 1976 to its current location in the cool greenery of Fairmount Park. With 10,000 seats and another 4,000 lawn spaces, it is the largest amphitheatre set in the confines of a major U.S. city. The Mann is host to world-class popular, jazz and classical musicians, children's concerts and, this past September, the electrifying spectacle of Riverdance.
The summer home of the Philadelphia Orchestra, the Mann presents its 18-concert schedule as the centerpiece of a May-October season.
During a period of decline from the mid-'80s to the mid-'90s, the Mann waged a losing battle with newer entertainment facilities, lacking an effective product mix and marketing program. Enter Seward, who helped create an aggressive development effort and related individual and corporate donor benefit packages.
"There were a lot of areas that were just stagnating," explains Seward. "So, changes were made, with improvements to service, maintenance and the physical surroundings. We've doubled the number of shows, added a delightful new food court and, now, we host corporate parties. It's all part of enhancing the overall experience."
-Terry Conway