CHI CHI MIGUEL THROWDOWN
Chi Chi Miguel Throwdown / Emeril Lagasse Foundation Throwdown in Destin, Florida
“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)
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.
Design360 led the creation of every annual theme and logo, along with all event graphics, auction catalogs, invitations, signage, digital campaigns, swag, and promotional materials. We also produced and operated the live slideshow during the gala, ensuring the visuals and storytelling flowed seamlessly throughout the night’s festivities.
Over the years, we’ve shared unforgettable moments with celebrity chefs, vintners, and guests including Academy Award, Golden Globe, and Screen Actors Guild Award Winner, Morgan Freeman, renowned Journey guitarist Jonathan Cain, celebrity chef Emeril Lagasse, and Wine Spectator of the Year award-winning vinter Dan & Michael Kosta of Kosta Browne, and many other special guests. winemakers from across California and beyond. As the event’s creative storytelling evolved, so did its reach:
Our decade-long collaboration helped transform the Chi Chi Miguel Throwdown from an intimate backyard competition into a world-class philanthropic celebration recognized for its signature style, elegance, and record-breaking fundraising success.
Background & Genesis
In 2010, Mike “Chi Chi Miguel” Thompson and Valerie Thompson engaged Design360 to design the invitation for a small backing dinner tied to the Destin Wine Auction. That modest assignment became the seed of a nationally recognized fundraising event: by 2012, the duo launched the Chi Chi Miguel Throwdown, enlisting Design360 to craft the visual identity for what would become their signature philanthropic weekend.
Over subsequent years, the Throwdown grew from a backyard BBQ to a multi-day gala: wine dinners, golf, auctions, celebrity chef competitions, and a culminating BBQ + live auction. In 2018, the weekend raised more than $2 million for Gulf Coast causes. In 2019, the 13th annual weekend also crossed the $1 million mark. Today, the event continues to break seven-figure benchmarks year after year, distributing millions to local charities.
Chi Chi Miguel Throwdown
Emeril Lagasse Foundation Throwdown
Creative Partner & Visual Storyteller | 2010 – 2023
Origins & Evolution
Introduction
In 2010, Mike “Chi Chi Miguel” and Valerie Thompson approached Design360 (Keri & Greg Atchley) to design the invitation for their fourth annual Patron Dinner supporting the Destin Wine Auction Charity Foundation. That first collaboration sparked a creative partnership that grew in scope and prestige over the next decade—transforming a backyard wine-and-BBQ evening into one of the Gulf Coast’s most celebrated philanthropic events.
By 2012, the newly branded Chi Chi Miguel Throwdown had evolved into a spirited culinary competition that united chefs, vintners, and celebrities under one mission: to raise funds for local charities. From concept to curtain call, Design360 handled every visual element—theme development, logo design, collateral, auction catalogs, signage, swag, and digital media.
Each year, Keri and Greg attended as honored guests, working behind the scenes to produce the live slideshow experience projected throughout the gala. Their designs helped shape the tone, pacing, and emotional journey of each event while showcasing donors, auction items, and heartfelt storytelling.
Growth of a Signature Philanthropic Weekend
What began as a single-night BBQ competition became a full weekend of festivities:
Sip-n-Shop and wine tastings
Celebrity chef dinners
Golf tournament and wine walkabout
Main Throwdown & Live Auction Gala
By 2018, the Throwdown—now presented by the Emeril Lagasse Foundation—raised over $2 million in a single weekend. Its benefactors included the Emeril Lagasse Foundation, Alaqua Animal Refuge, Camille’s Art for Autism, Children’s Volunteer Health Network, Emerald Coast Children’s Advocacy Center, Food for Thought Outreach, Ingram Lee Foundation, Seaside School Foundation, and Sinfonia Gulf Coast.
“From a 75-person backyard BBQ to a world-class weekend of food, wine, and philanthropy—Chi Chi Miguel’s evolution is proof that creativity and generosity feed each other.”Creative Direction & Deliverables
Design360’s Creative Role
Over more than a decade, Design360 served as the visual steward of the Throwdown brand, responsible for every creative touchpoint and production detail.Annual Branding & Theme Design
Developed yearly motifs and slogans, maintaining consistency across years
Designed logos and event marks for each sub-event (golf, Sip-n-Shop, gala, etc.)
Established cohesive color palettes, typography, and visual tone
Collateral & Print Design
Invitations, save-the-dates, menus, posters, and event programs
100+ page auction catalogs with photography, sponsor features, and donor recognition
Onsite signage, wayfinding, step-and-repeat backdrops, and banner systems
Swag & Promotional Items
Branded T-shirts, hats, wine glasses, aprons, chef coats, and tote bags
Custom thank-you gifts and sponsor merchandise
Specialty packaging and keepsake memorabilia
Digital & Multimedia Production
Designed and operated the live gala slideshow each year
Produced video animations, sponsor reels, and real-time donation highlights
Coordinated stage lighting, transitions, and music cues to align with visuals
Onsite Creative Direction
Oversaw branding setup at venues and coordination with AV teams
Supervised projection, lighting, and screen transitions during auctions
Collaborated with photographers and videographers for brand-aligned coverage
Notable Guests & Cultural Impact
The Throwdown drew international attention and star power year after year. Guests and participants included:
Morgan Freeman – guest and auction donor
Jonathan Cain (Journey) – guitarist, keyboardist, and vintner, recurring participant
Emeril Lagasse – chef and foundation namesake
Rusty Staub – MLB legend and philanthropist
Dozens of acclaimed chefs, vintners, and entertainers from across the globe
Auction lots ranged from private dinners with celebrities to vineyard experiences, luxury travel, and exclusive concert packages. Design360’s visuals captured both the glamour and heart behind each lot, enhancing engagement and fundraising momentum.
Results, Legacy & Impact
Fundraising Highlights
The Throwdown’s success story is reflected in its rising totals:Year Funds Raised Milestones
2012 ~$250,000 Backyard BBQ debut with full creative branding
2013 $825,000 Expanded to new venue; major donor growth
2016 $700,000+ Full alignment with the Emeril Lagasse Foundation
2017 $900,000 Featured celebrity chefs & expanded weekend events
2018 $2,000,000+ Record-breaking multi-day fundraiser for nine charities
2019 $1,000,000+ Renamed the Emeril Lagasse Foundation Throwdown
2023 $1.2 Million+ Post-pandemic resurgence and elevated production
Over 10+ years, the event raised more than $10 million for children and community programs across the Gulf Coast.Creative Legacy
Design360’s enduring partnership helped define the Throwdown’s identity: a vibrant mix of Southern charm, world-class elegance, and joyful generosity. Each year’s creative direction built on the last, blending continuity with surprise—ensuring that every guest experience felt fresh yet familiar.
Our presence at every gala allowed real-time insight: seeing how the audience engaged with the visuals, how color and motion shaped the mood, and how storytelling could drive generosity. Those observations became design strategy—fueling year-over-year improvements in clarity, cohesion, and emotional impact.
Key Takeaways
Creative Consistency Builds Legacy: Over a decade of unified branding made the Throwdown instantly recognizable.
Immersive Storytelling Drives Engagement: Visual storytelling at the gala enhanced audience energy and donor response.
Design as Philanthropy: Good design amplified generosity—proving creativity can raise both spirits and funds.
Closing ReflectionFrom the first printed invitation to million-dollar milestones, Design360’s fingerprints remain on every element of the Chi Chi Miguel Throwdown experience. Through design, collaboration, and storytelling, this event became more than a fundraiser—it became a living testament to community, generosity, and the art of giving back.
Design that gives back. Storytelling that inspires generosity. Creativity that fuels change.
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
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.