CHI CHI MIGUEL - EMERIL LAGASSE THROWDOWN

“We are honored to carry out the vision of Throwdown founders and co-chairs Mike and Valerie Thompson as we further our mission to inspire, mentor and enable youth to reach their full potential through culinary, nutrition and arts education. Thank you to all who joined us in Walton County, Florida to make a lasting impact!”

~ Emeril Lagasse Foundation (ELF)

More than a decade of creative direction helped transform an intimate fundraiser into a celebrated, multi-day philanthropic experience.

For more than a decade, I led the branding and experiential design for the Chi Chi Miguel Throwdown and its evolution into the Emeril Lagasse Foundation Throwdown. What began as a small backyard gathering grew into a multi-day, celebrity-supported event raising millions for nonprofit organizations. I created annual themes and identities, invitations, signage, auction catalogs, merchandise, stage visuals, presentations, websites, and digital campaigns—building a vibrant, cohesive experience that matched the event’s generosity, energy, and expanding impact.

Each year, Keri and Greg Atchley were invited as honored guests, working side-by-side with the organizing team to develop the complete visual experience—from concept to curtain call.

Financial Growth & Fundraising Milestones

One of the most compelling stories of this collaboration is the trajectory of fundraising performance—how the event’s growth in scale, reputation, and creative sophistication helped drive donor engagement.

  • 2012 was the initial Throwdown event that Design360 became involved and raised ~$250,000 (single evening event).

  • By 2013, media reported the Throwdown had raised $825,000 in that year alone. 

  • In 2016 (10th Annual), the event raised $700,000+ for Gulf Coast charities (excluding partner-event adds). 

  • That same year, the weekend’s auxiliary events (golf, Sip & Shop, etc.) brought in an additional ~$170,000. 

  • The 2016 total raised over $870,000

  • In 2017, the Throwdown raised $900,000. 

  • In 2018, as a full weekend of events, the series raised more than $2 million. 

  • In 2019 (13th Annual), the weekend’s total crossed $1 million+. 

  • Even in more recent years (2022, 2023), the gala night alone often exceeded the million-dollar mark. 

  • According to Thompson 31Fifty (the Thompsons’ wine venture), in the last five years the Throwdown raised over $6 million — reflecting cumulative growth across years.

These numbers—not only as raw amounts but in sustained upward motion—underscore how creative consistency, narrative branding, and experiential design can contribute materially to fundraising success.

Meeting Morgan Freeman

From designing Tyler Perry’s private jet to building the visual experience for philanthropic events with Morgan Freeman, Emeril Lagasse and other high-profile guests, I’ve learned that celebrity work calls for exactly what the best work always does: discretion, calm, generosity and obsessive attention to detail. I’m comfortable in these rooms because I’m not there to be impressed—I’m there to serve. It is an honor to help influential people create meaningful experiences, spread kindness and leave the world a little more beautiful and peaceful than we found it.

What makes this night even more meaningful is that it wasn’t a one-off project—it was the pinnacle of more than a decade of creative partnership. My team and I were behind the full visual identity, branding, invitations, menus, signage, digital assets, experiential design, and storytelling that helped shape the Throwdown into what it ultimately became: one of the most iconic philanthropic events in the region.

Our work supported its evolution into Emeril Lagasse Foundation Throwdown, deepening its impact, expanding its reach, and helping raise millions for local nonprofits. The event became a tradition, a community cornerstone, and a place where generosity, great food, and unforgettable moments converged—all wrapped in branding that made it feel like the joyful, high-energy celebration it was meant to be.

To design for a celebrity event is an honor.

To help build the brand behind a philanthropic movement—

that’s legacy.

The crown jewel of my 30-year career was the night I met God, the actor Morgan Freeman, and had the unforgettable honor of placing a lei around his neck as he arrived to the event “An Evening with Morgan Freeman.” What followed was pure alchemy: joy, generosity, and the unmistakable electricity of a room where purpose meets celebrity.

Mr. Freeman was everything you hope he’d be—warm, gracious, and fully present. He was the guest of honor for an intimate 100-person charity dinner, one of the most coveted auction lots at the legendary Chi Chi Miguel Throwdown, now known as Emeril Lagasse Foundation Throwdown. For several years in a row, this dinner—hosted in the beautiful home of Lynn and Steve Dugas—sold for $2,000 per seat, raising extraordinary funds for children’s charities across the Gulf Coast.