Guest to
Giver JourneyVom Gast
zum Geber
The annual Charity Wine Auction, hosted by Willow Park Wines & Spirits, returned for its milestone anniversary as "Wonderland." An immersive philanthropic experience where every design choice was crafted to move people from guests to givers.Die jährliche Wohltätigkeits-Weinauktion von Willow Park Wines & Spirits kehrte zu ihrem Jubiläum als „Wonderland“ zurück. Ein immersives philanthropisches Erlebnis, bei dem jede gestalterische Entscheidung Menschen vom Gast zum Geber bewegen sollte.
The Purpose
Meet Claire. A longtime Willow Park Wines & Spirits customer who always figured the auction "wasn't for her." Move someone like Claire and see what can happen.
Claire is a 45-year-old resident of Calgary, an engineer, married, has two kids, and enjoys discovering new wines and spirits. She is now looking for ways to pursue her interests while giving back to the community.
As a regular customer, Claire has heard about the Charity Wine Auction for years but always figured it was only for big donors. The 30th anniversary and her own curiosity finally moved her to buy a ticket.
Claire wants a memorable night out and the 30th Charity Wine Auction feels like the event to do it. She wants to feel part of something bigger than her usual shopping habit, and to make a strong impact on the community.
Claire originally felt the gala was not for people like her. She hopes the ticket price is worth it, but there’s no way to be sure, and she doesn’t know what to expect or how to fit in at her first auction.
Claire is a 45-year-old resident of Calgary, an engineer, married, has two kids, and enjoys discovering new wines and spirits. She is now looking for ways to pursue her interests while giving back to the community.
As a regular customer, Claire has heard about the Charity Wine Auction for years but always figured it was only for big donors. The 30th anniversary and her own curiosity finally moved her to buy a ticket.
Claire wants a memorable night out and the 30th Charity Wine Auction feels like the event to do it. She wants to feel part of something bigger than her usual shopping habit, and to make a strong impact on the community.
Claire originally felt the gala was not for people like her. She hopes the ticket price is worth it, but there’s no way to be sure, and she doesn’t know what to expect or how to fit in at her first auction.
The Journey
Claire went on five-stage journey from a curious regular, to first-time guest, to proud giver. Each step maps what she does, how she feels, and where she hesitates.
The Challenge
How do you move someone like Claire from guest to giver ?
After thirty years, the Charity Wine Auction had a reputation it could coast on. Filling the room was never the hard part. The real challenge was turning a hesitant first-timer into someone who not only gives, but keeps giving.
The Approach
Along with my team, I led the 30th Charity Wine Auction start to finish: from first concept to closing night and everything in-between. With four years running the event, I already knew this milestone needed more than a bigger version of the usual: it called for a redesign of the guest experience.
Understanding who, what, and why
I first mapped who the auction touches from core, direct, and indirect stakeholders. Then shaped what Claire's journey would look like by testing ideas, sketching campaign flows, and questioning every assumption. The campaign was heavily framed around thirty years of community impact and our community partners: essentially our why for people to rally behind the event.
Widening the circle
The biggest shift was widening who the night was for. We welcomed the Calgary Co-op Community Foundation as a new partner: acting as another pillar for shared community-strengthening and new donors.
Defining success
Ambition then needed targets. We set goals we could measure: raise $160,000 across the live and silent auctions, sell out every ticket and sponsorship package, and build partnerships that would outlast the evening.
Visual storytelling
We wanted to build a world, not a room. Guests fell through a rabbit-hole entrance into the Mad Hatter's Garden, moved through the silent auction, then descended to the Queen's Court live auction in the basement. Live entertainment, fine wine, and gourmet food filled every space — each one designed to create an environment for giving.
The Experience
What does Claire really think?
“Walking through the rabbit hole, I knew this was something else.”
“Chef-catered dinner from my favourite restaurant? Bid placed!”
“Over five million raised from this event? I had no idea.”
So immersive I forgot I was ever hesitant to come.
Does a bid from someone like me really matter?
I thought this wasn’t for people like me — turns out I fit right in.
Wanders the rooms, cheers with friends, places a bid.
Raises her paddle — a public moment of commitment.
Posts the night to social, drawing her friends in.
Wonderland rooms, live performers, fine wine, gourmet food.
Auction experiences she couldn’t find anywhere else.
People openly bidding — here, giving is just what you do.