As the world heads into the final stretch of a historically turbulent year, we are no longer shocked to hear about things being canceled or postponed. Disappointment has become the norm; “things will go back to normal in 2021” has become the mantra.
Everyone has had to make concessions this year, and the Tennessee Aquarium, a steadfast pillar of the Chattanooga community and vital anchor of the local tourism economy, is no different.
This year marks the 10th anniversary of the Aquarium’s Serve & Protect gala, which, throughout the past decade, has raised awareness about sustainable-seafood practices while introducing Chattanoogans to approachable seafood recipes prepared by culinary personalities from across the country. The Aquarium’s largest annual fundraising event, this year’s Serve & Protect was slated to be one for the books, a multi-day battle royale featuring previous years’ chefs going head to head to prepare some of the most popular recipes from the past 10 years. But then COVID-19 happened, and just like the rest of us, the Aquarium had to readjust.
MAKING LEMONADE FROM LEMONS
Watching as other local nonprofits either canceled annual fundraising events or moved them completely online, officials at the Aquarium knew they had to pivot their original plan to fit the new realities of 2020.
Rather than the multi-day extravaganza originally planned, they landed on a hybrid solution: The Aquarium will still host a traditional live cooking show and seated dinner – albeit for an audience about 40% of the original size and appropriately distanced, of course – but, for the first time ever, will also sell tickets to the public at large to live-stream the event from home.
Therein lies the beauty that can be uncovered during this messy time. When forced to come up with alternative solutions, many have discovered new opportunities.
“In the past, we’ve always had more interest than seats available,” explains Thom Benson, the Aquarium’s chief communications and marketing officer. “A virtual event really allows us to broaden our reach and turn it into a global audience.”
Similarly, chef and veteran Serve & Protect producer Tamie Cook sees the 2020 hybrid event format as a positive, and is grateful the Aquarium had the foresight and flexibility to move forward with this year’s event.
“Everyone is in survival mode right now and it’s more important than ever to provide people with opportunities to get outside of their heads while stuck at home,” says Cook. “The Aquarium is also hurting, but in the midst of that, they’ve found a way to provide people with a fun, uplifting and educational event while staying true to their mission of raising awareness around sustainability for the future of our waterways, lakes and oceans.”
Strong Aquarium, strong Chattanooga
Beyond its iconic place in the city’s skyline, the Tennessee Aquarium has had a tremendous impact on the city’s growth since opening its doors more than 25 years ago. As it neared that notable birthday in 2017, a study by the University of Tennessee at Knoxville’s Center for Sustainable Business and Development valued the Aquarium’s cumulative economic impact at $3.29 billion for Hamilton County. Its 23 million visitors in that timeframe — making it the region’s biggest attraction — had generated $189.6 million in state and local tax revenues, and the renaissance it kicked off in the city’s core helped spur more than $5 billion in private investment downtown.As the Aquarium entered its third month in lockdown in mid-May, after the coronavirus closed the doors of most public places, Aquarium representatives reported that revenue was down about 90% as they struggled to keep up with the $400,000 it costs each week to maintain the facility and properly care for the animals.
A NEW KIND OF VIRTUAL EVENT
To those suffering from virtual fatigue, the organizers promise this won’t be your average snooze-inducing Zoom call.
Cook and her accompanying chefs are engaging and colorful, simultaneously initiating a lasting and meaningful conversation around sustainability while presenting approachable recipes that are savory, nutritious and environmentally friendly. They effortlessly demystify seafood preparation for native inlanders, expanding their seafood portfolio to include underutilized fish and invasive species, giving them the tools to ensure their seafood was attained sustainably and the confidence and know-how to create a beautiful meal.
This year’s show will take a look back at some of the most popular species from the past 10 years (squid, anyone?) accompanied by favorite recipes, including those created by local restaurants that have been longstanding supporters of the program, such as St. John’s, Feed Table & Tavern, Stir, Flying Squirrel and more.
The live event is Thursday, Oct. 1 beginning at 6:30 p.m. In addition to access to the live-streamed event, the $40 ticket price includes a 10th anniversary virtual cookbook of Serve & Protect recipes; a shopping list for the dishes to be prepared during the live demo should you want to cook along at home; advanced access to the first-ever Serve & Protect silent auction; and a unique link to access the demonstration once the live show concludes.
For tickets and more information, visit tnaqua.org/serve-and-protect.
