Arts Center in Business of Being Neighborly

Signaling the implementation of an aggressive new plan by the Orange County Performing Arts Center to align itself with local businesses to present concerts, Mikimoto announced last week that it would underwrite a $100,000-plus appearance by singer Julio Iglesias at Segerstrom Hall.

The news came in the middle of another gift to the center by the Japanese cultured-pearl producer: a bay-side gourmet luncheon for members of its Candlelight Concert committee.

Center President Jerry E. Mandel likened the new collaboration between Mikimoto and the center to a special “relationship.”

Call it love at first sight.

When the international Mikimoto opened at South Coast Plaza in May, it did so with a reputation for high-profile philanthropy. There are the generous gifts to performing arts organizations and breast cancer foundations in Manhattan. There’s the needy children’s foundation in London that benefited from a recent do for the international set.

And no sooner had it launched its Costa Mesa store than Mikimoto was making a $40,000 contribution to the Pacific Symphony, helping underwrite a benefit luncheon with Academy Award nominee Lauren Bacall and its “String of Pearls” ball.

No slouch in the promotions department, Mikimoto also had the Duchess of York--during a spring speaking engagement for the Philharmonic Society of Orange County--modeling Mikimoto pearls on her ears, hand, throat.

It wasn’t long before Mikimoto reached out to the center, and vice versa.

“Some corporations marry philanthropy with marketing,” explains Greg Patterson, a center spokesman. “The center is a high-profile organization, and its presentations are high-profile. Community goodwill [by a corporation] results in it being a responsible citizen. And that kind of support makes it possible to do what we do.”

It’s a win-win relationship, notes Mandel, who gave up his job as UC Irvine’s vice chancellor of advancement to become the center’s new president and chief operating officer. “It helps us bring fine entertainment to the community and gives the corporation a lot of identification and visibility. We’re going to be doing this for all of our concerts. This is where we want to go.”

Not only will Mikimoto underwrite the four appearances by Iglesias (Oct. 23-26), but it also will pick up the tab on a private reception for the 54-year-old pop star at the Center Club following his opening night performance.

“The party will be restricted to 130 people and be very high-end,” Mandel says.

An upscale boutique that purveys pearls up to $1 million a string, Mikimoto has annual worldwide sales in the hundreds of millions, says store director William Thomas.

“As a high-end store, people assume we’re wealthy--that we need to give back to the community more than other stores that don’t have the high level of positioning,” says Robert Artelt, vice president of Mikimoto. “The center fits very well with us because there are some very gala events.”

*

One had to look no further than last week’s luncheon at the Newport Beach home of interior designer John Benecke to see the style in which Mikimoto gives back to the community.

A phalanx of valet attendants parked the cars of guests who would hear a Mikimoto executive from Tokyo talk about the “Mystique of the Pearl,” then dine on chilled shrimp and scallops at tables spread with crushed gold silk.

During the wine reception, guests plucked appetizers such as hollowed out new-potatoes--filled with caviar and sour cream--from silver trays as they rubbed elbows with center supporters who included Barbara Glabman, chairwoman of the Candlelight Concert committee.

Also among guests was long-time center activist Susan Strader, former president of the Angels of the Arts, a center support group.

Seeing a corporation reach out to the community is an energizing experience, Strader says. “Here in Orange County, we’ve come to have some of the best and most historic names in retail. Seeing them take part in efforts important in our community makes us all the more anxious to support and welcome them.”

Singer/pianist Michael Feinstein will be the featured entertainer at the Candlelight Concert in Segerstrom Hall on Dec. 14.

About 500 guests will attend a concert in the theater before going on stage to enjoy a formal, sit-down dinner. Following dessert, they will hear a performance of holiday favorites by the Master Chorale. Tickets are $250. (714) 556-2121.