Social Scene

Veena Trehan • July 26, 2011

Andre Wells is at the center of glitzy fundraisers, expensive weddings, and corporate parties. And that’s when he’s not scoping out the hottest hotels and restaurants.

But a glamorous life comes loaded with responsibility. As planner, producer, and owner of Events by Andre Wells, he orchestrates some of our city’s most beautiful events with energy and ambition. When I spoke with him at RIS restaurant, Andre shared his favorite type of client, some dream clients, and discussed how he thrives when little separates a messy disaster from a memorable spectacle.

What makes an event a success?

What is the goal of the event—that’s what we always ask. What are you trying to accomplish by having this event? What’s the message you want to give?

Also…when your guests don’t have to think. When you arrive there’s valet; when you walk in the door someone takes your coat; if they’re passing hor d’oeuvres, you’re not stuck with this long skewer; there are beautiful and intelligent people to talk to. All of that makes a great party or a great event.

How did you get involved in events?

I always wanted to be an event planner. During high school I was on this board called the Team Board. I grew up in Jacksonville, Florida. We had about 20 high schools. Two or three people from each high school represented the high school for this department store that was part of the May Company. You would do community service projects. You would get to work in the store, print ads for the stores, do fashion shows, go and visit senior citizens’ homes. There was one woman, her name was Jane Slater, and she was the special events coordinator for the store. I thought, I love what she does, it’s a great job.

I had interned at Bloomingdales in New York and JCPenney. I graduated in ‘91 [from Hampton University] when we were in a recession . I got offered a job by the May Company as an assistant buyer. Of course, I was taking the job because I was not going back to Florida. And so I started my career. I worked for May Company, I worked for JCPenney, and I was a merchandiser and a buyer and I hated every moment of it.

I did it for three years. I remember I was dating my [girlfriend, now wife]. I told her, “I might have to move back to Florida because I’m putting in my resignation and I don’t have another job offer.”

Then a position became available at PBS for an assistant meeting planning position the day I resigned. I was able to come right in and I started doing all their meetings and events throughout the US. After that I went to work for a catering company building their corporate and social markets, and then I went to work for an event planning company building their business. And seven years ago I started my own company.

How do you deal with people who have very high expectations, a lot of stress and a habit of controlling outcomes?

I always tell people from the beginning: “Are you going to let us manage the event or do you want to manage it? Because you can’t be a micromanager, you have to let us be able to do our job.

If you come to me to have an event and you want it to be an Events by Andre Wells event, but then you start telling me things like: I want to use this person, I want to do that…well, I can’t take ownership of that. We’re not just coordinators. We’re designers. We’re logistic experts.

Does the client who says, “You’re on your own” scare you?

Oh, I love that kind of client. That’s the kind of client that really trusts you, and they’re aware of your capability and skill set. They let you fly.

Who are all the people who come together for events?

Attorneys, insurance agents, staff, permitting, valet…The [people who work] the actual event. Then the décor, furniture, lighting, sound, AV, linens, flatware, china, wine selection…I always say it’s a big, big choir that does a wonderful performance in the end.

Lots of venues in the city?

One of my jobs is to stay abreast of every new and old venue in city, even some that people wouldn’t think they could do an event in. For instance, all of the Smithsonian museums are very good places to hold events. There are lots of little hidden gems.

Do people want the same quality of event as ones where celebrities might have a budget of 10 or even 100 times more?

Oh yeah. And I always say, manage those expectations. People think, “I want to do my wedding just like that.” But they don’t really think of the cost that is associated. That’s why, to me, it’s very important to budget. We meet with the client first, we talk about the event, we talk about all the logistics and the details and what they want. Then we go back and do a proposal and a budget based on that conversation and present it to you.

There must be people who just tend to have brainstorms throughout the entire process even after they sign off something.

Oh they do. And it’s their right. I always say that everyone has the right to change their mind and to come back to you with different ideas. Six months leading up to a wedding is the perfect time to plan it. A year out…so many changes.

What made you decide to go out on your own?

Because I was working really hard. I used to be the last one in the office. I would look up and it would be 12 and 1 o’clock. You get used to making a certain amount of money and you get accustomed to a certain lifestyle. But I really believed in myself, and my wife really believed in me, and she was very supportive. So I said, “What’s the worst thing that could happen? I would have to go back and work for someone else.”
It’s very hard, sometimes all-nighters. You have to constantly be on point. But I love working for myself.

Do you have any dream clients?

Of course. Come on over Oprah! HBO and Showtime…I like people who are interesting, people who are doing good things. I wouldn’t mind Facebook as a client. So I’d say I have some great clients that I have yet to work with.

Sounds like an exciting life.

It’s fun. I like that I get to meet so many different people, from celebrities to politicians to everyday good people.

I always ask the people that work with me, “What’s the creative lesson for today?”

I never want to be bored with this and I never want to be boring. I always want to create, have fun, make people laugh and share joy.

[Click here to listen to the audio](http://www.zshare.net/audio/8603693651c31808/) [gallery ids="99592,104999" nav="thumbs"]

Mary Bird •

On Mar. 30, Ambassador Arturo Sarukhan proudly introduced Mexico’s newest culinary star Patricia Jinich as the “culinary ambassador to the United States” at a cocktail reception at the Mexican Cultural Center prior to the launch of “Pati’s Mexican Table” which aired on WETA TV 26 on Apr. 2. It happened to be the chef’s birthday which was duly applauded. The ambassador quoted the Washington Post’s comment that Pati is “a walking antidepressant.” Her charm is indeed infectious as the celebrity chef spoke of the Mexican Cultural Center as “”my home away from home.” [gallery ids="102554,120005,119988,119993,119999" nav="thumbs"]

Veena Trehan •

D.C. fundraisers are often de rigueur, but “Knock Out Abuse” kicked it up several notches.

The invitation to the November 11 event showcased a design by Shepard Fairey, the creator of President Obama’s iconic “HOPE” portrait. Over 700 women celebrated the ultimate girls’ night out—beaming as men cooed through a megaphone, piling in photo booths, and conga dancing their way into a stunning Ritz Carlton ballroom.

They soon gasped, as New York Times bestselling author Leslie Morgan Steiner recounted the turning point in her first marriage: the night when her husband smashed a photo frame over her head, kicked her in the ribs and choked her.

Yet, they recovered for the live auction, fawning over a labradoodle and bidding up dinner with Redskins Running Back Clinton Portis. The lovely ladies finished the evening by dancing with tux-clad men who arrived after the all-male Fight Night fundraiser.

“The best movies are those where you laugh and cry and laugh again,” mused “Knock Out Abuse” co-founder Jill Sorensen at a lunch with co-founder Cheryl Masri, WTOP’s Bob Madigan and myself. “That’s what we try to do, we try to entertain.”

Entertain they have, time and again, earning them a spot in the top 10 DC events, according to ‘Washingtonian’ magazine. At an interview at Ris Restaurant eight days earlier, they recounted highlights: celibate rock god Lenny Kravitz belting out “American Woman”, a 60’s extravaganza of love-beaded, Levi-clad escorts and peace trees, and the fun of catering to pumped up and glammed up women.
A bit of reverse sexism? Absolutely. “Some women will pay $1500 for a man to take his T-shirt off,” exclaims Sorensen.

Former Ford model Sorensen, luminous in a cowl neck sweater and skinny jeans, is more raw emotion. Her image and enthusiasm are consistent with her acting and interior design career. Masri, clad from head to toe in sophisticated black under a checked jacket, more calmly cites statistics and inspiration. Her composure seems to reflect her work with Tomorrow’s Youth, a high-profile nonprofit she runs with her husband that helps at-risk Middle Eastern communities. Their gala last month recognized President Clinton and Cherie Blair.

Partners of almost two decades, Masri and Sorensen tell stories together, eagerly sharing their enduring motivation and their journey to the present.

Knock Out Abuse’s fundraising total—over $ 7 million—belies its humble start. Sorensen, new to DC and the domestic abuse trials of two friends, met then-graphic designer Masri in 1994. The two organized a $45 dinner for friends on Fight Night, the all-male benefit for children’s charities.

“At Café Milano we had 20 people— was it 20 people?” asks Sorenson.

“It was a little bit more,” answers Masri, describing the event. “At the end there were some fellows next door who came in from Morton’s. So one of the gals at the table picked up a hat and went around the bar and collected about $5000—much more than what we raised on our own for the dinner.”

“It was very sophisticated fundraising,” jokes Sorensen.

The next year’s nonstop OJ Simpson trial coverage boosted awareness, and the two slowly realized the event’s potential. 2,000 women distinctly uninvited to the macho Fight Night + a great cause could = a huge turnout. Then they stepped it up, moving to the Ritz-Carlton in 2000.

This is a watershed year. The press is buzzing with the high-profile cases of Rihanna, Charlie Sheen, and Mel Gibson. The ‘National Enquirer’ ran a cover story on the many Hollywood celebrities with a history of domestic abuse. Local papers covered murder-suicides rooted in domestic violence almost weekly.

The statistics are shocking. One in four women experience domestic violence in their lifetime, and 15 million children witness violence each year. But it is the stories of drawn out, lived-in abuse—of the women who suffered silently for years—that bring a sobering reality. The effects deeply traumatize individuals,
often causing post-traumatic stress disorder.

“The scary thing about domestic violence is you become a prisoner in your own mind,” says Sorensen, describing the victimization of women of strong educational and economic backgrounds. A statement by meditation teacher Sally Kempton, on how individuals control others, resonates with her. “It is hard to fight an enemy who has outposts in your head,” she quotes.

Victims slow to take the advice of family and friends often find nowhere to turn. So outside help, like shelters and educational programs, are imperative. But government resources are being slashed even as the need for them is growing. During economic downturns, people who should split up stay together, and alcohol and drug abuse rises, which are all major contributing factors to domestic violence.

And the problem could grow as teenagers lose parental oversight with Internet and texting technologies and bullying increases. “Twenty-five percent of [sixth grade] students think it’s okay for boys to hit girls,” cites Sorensen.

Sorensen and Masri aspire to expand the scope of Knock Out Abuse. They want to teach teens the boundaries of acceptable behavior, expand to other cities, and enlist sane and sexy stars like Pierce Brosnan. They also envision growing “Sharing Spaces,” a framework of women who donate furniture and time to transform shelters into more welcoming, attractive environments.

Looking back, the two agree on the best part of the two decades: “Extraordinary women that I never
would have had the opportunity to meet,” says Masri.

“A giant sisterhood of support,” says Sorensen, “to have all these women come out in solidarity.”

Keep knocking it out of the park, ladies. [gallery ids="99553,104554" nav="thumbs"]

Robert Devaney •

D.C.’s Newsbabes lit up the Collonade Room May 17 at the Fairmont Hotel, all to benefit the fight against cancer, to meet friends and colleagues and to make some guys smile. The third annual Newsbabes Bash for Breast Cancer is a prelude for the June 4 Susan G. Komen Race for the Cure. The stunning and fun group of female journalists honored cancer survivors Jennifer Griffin of Fox News, Rep. Debbie Wasserman Schultz (D-Fla.) and others. Secretary of Health and Human Services Kathleen Sebelius spoke about how cancer has touched her and America’s families. Washington, D.C., first lady — or first daughter — Jonice Gray Tucker recalled losing her mother Loretta to cancer and “all those left behind” by her death and stressed the greater need by underprivileged or minority groups to fight cancer and raise awareness for early detection. When the Newsbabes lined up, WTOP’s Man About Town Bob Madigan joined them as the honorary host and one lucky fellow. [gallery ids="99761,99762,99763,99764" nav="thumbs"]

Robert Devaney •

Ladies, hurry up and drop off those old prom dresses at Ella Rue. The boutique, owned by Krista Johnson, will accept donations for Once Upon a Prom, a non-profit, now in its fifth year, run by Ashley Taylor of Ann Hand LLC. The P Street shop held a fundraiser, March 31. The dresses are provided free, one per each young woman who otherwise could not afford it. The 2011 Prom Dress Giveaway at Eastern Market is set for April 17. [gallery ids="99224,103531,103528" nav="thumbs"]

Georgetowner •

The Washington Ballet recently presented Rock & Roll at Sidney Harman Hall. The program opened with Trey McIntryre’s High Lonesome followed by Septime Webre’s Fluctuating Hemlines and concluded with British choreographer Christopher Bruce’s Rooster. In his welcoming remarks, Artistic Director Septime Webre said that the program confirmed that the marriage of ballet with rock and roll does work—the Black Swan and Mick Jagger. [gallery ids="99611,105054,105065,105061,105057" nav="thumbs"]

Mary Bird •

The YMCA held its spring luncheon on Apr 2 at Café Milano. Gwendolyn Russell welcomed guests. Executive Director Norris Woods spoke of “inclusiveness, equality and mutual respect for all.” In hailing the success of helping just one person, Tyrone Moore told of a young man who went from not being able to read to graduating from the Lab School and running aquatics programs in DC. Aaron Payne joined the YMCA at age six and is now a “paying customer.” In delivering the invocation, co-chair Marsha Nelms Muawaad said “it’s in the way that we guide our youth that we guide our future.” In addition, luncheon was delicious. [gallery ids="102511,120153,120145,120155" nav="thumbs"]

Georgetowner •

The Washington National Opera’s Women’s Committee hosted the Midwinter Fiesta, Oaxaca: Land of Magic and Color, on Feb. 12 at the Mexican Cultural Institute under the patronage of Ambassador of Mexico Arturo Sarukhan and Mrs. Veronica Valencia-Sarukhan. Alison Bibee and Jessica Melugin co-chaired the colorful evening celebrating the history of one of Mexico’s must culturally vibrant regions. Guests enjoyed plentiful libations and six tasting stations donated by leading restaurants. Entertainment was provided by Mariachi Los Amigos with programs by Domingo-Cafritz Young Artists, Mexican tenor José Ortega and Chilean baritone Javier Arrey, before DJ Dino spun salsa beats for dancing.

Mary Bird •

On Mar. 22, The Restaurant Association Metropolitan Washington announced the finalists for this year’s awards which will be presented at the Marriott Wardman Park on June 26. The theme will be Carnevale da Cuisine. New this year is the Joan Hisaoka Associate Member of the Year with Adams-Burch, BB&T, EagleBank, Fiji Water, The Ritz-Carlton Washington, DC and SYSCO Food Services of Baltimore the finalists. Traditional categories include Fine Dining Restaurant, Chef of the Year, New Restaurant and Rising Culinary Star. [gallery ids="99633,105194,105225,105221,105199,105217,105213,105204,105209" nav="thumbs"]

Georgetowner •

The Board of Trustees of the National Museum of Women in the Arts (NMWA) and Bank of America held an elegant buffet reception by Capitol Catering at the museum of Feb. 15 to inaugurate Eye Wonder. The photographs from the Bank of American Collection highlight works from 1865 to 2004 by women artists who have created compelling images that reflect their unique perspective. The 26 artists include Margaret Bourke-White, Rineke Dijkstra and Graciela Iturbide. A number of public programs are scheduled during the exhibit which runs through May 22. [gallery ids="99613,105064,105075,105071,105069" nav="thumbs"]