How a husband and wife team produces charity events that work

by Kate Menard

Rolf Luberoff and his wife Julia have been working together to further charitable causes ever since Hurricane Sandy wreaked havoc on the Eastern Seaboard in October of 2012. A resident of Staten Island, Rolf lost his own home in the storm, as did so many in the area. Among those affected were small children, who in addition to being displaced, were robbed of cherished toys. In response, the Secret Sandy Claus Project was born, and Rolf and Julia were among those who suited up as Santa and Mrs. Claus to help distribute toys to the disaster’s youngest victims.

“Last Christmas, over 2,500 kids stretching from Lindenhurst, Long Island all the way around the coastline to as far south as Atlantic City received a personal visit from Santa with the help of all the ‘elves’ who made the project what it is today,” the project’s Facebook page details.

Rolf has remained actively involved in the Secret Sandy Project, and is now its director of global outreach. However, through a company he and his wife founded on their own, Rolf and Julia have been able to help raise money for many other charities over the past few years.

Enhanced Events, incorporated last July, specializes in consignment-based auctions that pose no risk to the benefitting charity. Rolf explained that, “If an item doesn’t sell, we simply take it back. There’s no cost to the charity.” With a confidence that comes with years of fundraising experience and know-how, he now has some 500 direct contacts (he specializes in facilitating signings and meet-and-greets with athletes and celebrities), and has attracted the likes of Tony Danza, Steve Buscemi and Henrik Lundqvist to fundraisers.

Luberoff is quick to state that the organization “simply would not exist” without Julia. A veteran special education teacher and dean, she brings an additional level of understanding to organizing an event, and an energy and ease with people that facilitating interest at a grassroots level. Plus, she takes care of logistical tasks, from taking inventory to framing items.

Enhanced Events takes special pride in giving charities a complete “soup-tonuts package,” as Rolf put it, adding that he devotes considerable thought into selecting auction items, determining what has general appeal, what is right for this crowd or that, and what is hot at the moment.

“We are good at putting our finger on the pulse,” he explained.

For each event, the company also provides the charity with a comprehensive list of what is being brought, along with bid sheets, fantasy package slides, credit card machines, then fully staffs the auction—making it as seamless as possible. Lists are not limited to sports-related items and experiences, either; they may include artwork, jewelry, handbags, or other celebrity-related items, all with certificates of authenticity. Set-up and redemption are also taken care of by the organization (the charity is responsible only for allocating and securing event space).

With much good work behind them—from galas and golf outings to intimate gatherings—when asked to pinpoint their biggest success, Rolf and Julia relate that it was their ability to keep Enhanced Events going through tough times, especially through the loss of Julia’s father in March after a hard-fought battle against lung cancer. The loss helped them focus on this event season, however, in which they will be providing items and services for The American Heart Association, Eden II School, Genesis Foundation, Friends of Firefighters, DogsWag, and the Bini Fund.

Enhanced Events
646.773.9571 / enhancedeventsny.com / SSCPNY.org