Today we’d like to introduce you to Patsy Chapman.
Born in Oklahoma City, Patsy moved to Houston at the age of 5 and claims to be a “native” Houstonian. After attending the University of Houston, Patsy started her career as a Project Manager for a local Arts Publishing Company where she managed and contracted several artists — recreating their original works into signed and numbered lithographs, prints, ceramics and bronzes. Negotiating artist contracts and working closely with national printers specializing in lithography, she attended, set up, displayed and sold these various art pieces at over 9 art shows around the country each year, a role that most likely developed her passion for show management. After leaving the publishing industry, Patsy landed at Houston Ballet, the nation’s fifth largest ballet company where she heads up the Houston Ballet Nutcracker Market.
Since arriving at the Houston Ballet in 1989, Chapman has become the driving force behind this now-legendary, holiday shopping extravaganza held annually at NRG Center. With Chapman’s ever watchful eye and strict attention to detail, the Market has achieved phenomenal growth. The first Market earned $28,000 and in 2016 those earnings were over $6 million. It occupies over 750,000 square feet of space and utilizes the entire facility with two fashion shows seating over 1400 guests each day. In 2017 the Market celebrates its 37th year and has become one of Houston Ballet’s major sources of income. In fact, this fundraiser extraordinaire represents almost 20% of Houston Ballet’s $33 million annual budget. During four days each November, approximately 100,000 shoppers will converge on NRG Center spending over $18 million at 300 hand-picked merchants from around the nation. In its 37-year history, the Market has earned over $69 million for Houston Ballet, most of it on Chapman’s watch.
Volunteers are the lifeblood of arts organizations, and Chapman appreciates the value of these volunteers. She works tirelessly at Houston Ballet’s state-of-the art Center for Dance in the Nutcracker Market suite of offices, or remotely with IPhone and IPad always close by. “To do what you love, and to love what you do is most important to me” says Chapman, and her “respect for the contributions each volunteer makes and their infectious love of the work we share makes what I do easy to love.” She is always very careful to note that it’s this dedicated army of volunteers and her committed staff that brings about her success.
The Nutcracker Market exacts a year-long commitment of its chairs, committee and lead volunteers. The long, hard work behind the scenes, planning and preparing, culminates in a very public success story year after year. Managing a small, but dedicated staff, Patsy also manages over 111 committee members serving on 23 committees, thousands of volunteers, 300 merchants from 34 states and 185 cities, and a variety of sponsors, advertising and public relations, media relations, logistics, and on and on. Chapman, an admitted puzzle addict says, “It’s like a huge jigsaw puzzle and eventually all the pieces must fit together to make the beautiful picture in the end. It’s challenging but really fun for me.”
“Patsy is an extraordinary lady,” said artistic director Stanton Welch. “When I travel to ballet companies around the world, one of the first questions I get is about the Nutcracker Market and Patsy: ‘How did she build this empire?’ We are so fortunate as a company to have someone who creates such a great money-maker and increases our visibility. I don’t know how she does it? I have the highest regard for her. The dancers, the shows and the building that we have are all based partially on the contribution from the Nutcracker Market. She doesn’t have a large department. She has a hard job. She’s got to please everybody. It’s like performing. This is basically a one-woman show here, and we’re very lucky.”
“Build your business success around something that you love – something that is inherently and endlessly interesting to you.” — Martha Stewart
Has it been a smooth road?
Below is a brief “history” from each of the 36 prior Nutcracker Markets.
Visions of sugar plums inspired long-time Houston Ballet supporter Preston Frazier to approach the Guild Board in 1981 with a new way to raise needed scholarship funds for the Houston Ballet Academy. His dream of a holiday market in the tradition of European or Latin American street markets has grown steadily and spectacularly from humble beginnings in a church-bazaar setting to a four-day shopping extravaganza at Reliant Center.
In 1981, the first Market chairmen, Mineth Ellis and Barbara Patton, wisely tested the scene with a low-budget, two-day sale at St. Philip’s Presbyterian Church. From the moment former First Lady Barbara Bush cut the ribbon at the Preview Party, then came back to shop on Saturday, they knew they had a success on their hands. Merchants from around the country set up shop in booths built and decorated by Preston Frazier. The two-day sale raised about $28,000.
In September 1982, the fledgling Market was dealt a devastating blow when Preston Frazier’s warehouse containing much of the merchandise and all the fixtures burned. Undaunted, the Market expanded the number of merchants in its new home at the First Christian Church on Sunset Boulevard, over 500 guests attended the Preview Party, and 3,000 shoppers arrived on opening day. Ballet Alley, specializing in ballet and nutcracker items, and a tearoom encouraged visitors to stay all day, and the weekend’s proceeds exceeded $43,000.
With her natural energy and foresight, 1983 chairman Laurie O’Connell determined that the Market had moved beyond a church-bazaar setting. So, the Market moved to the Warwick Post Oak Hotel, and the number of merchants doubled to 45. Due to an electrical black-out caused by Hurricane Alicia, invitations had to be addressed, stamped and mailed from the candle-lit basement of a Guild member’s home. Bad weather couldn’t dampen the high spirits and expectations, however, and success again was assured when over $86,000 was raised.
When Judy Weiss and Barbara Hurwitz signed on to run the 1984 Market, it had become a much-awaited tradition. That year, the Market featured more than 60 vendors and a cookbook with recipes by Houston Ballet dancers. Admission was charged, and proceeds exceeded $122,000.
In 1985, even as the Houston economy began to falter, chairmen Ermy and Cathy Borlenghi decided that the Market had outgrown the Warwick Post Oak Hotel. The Market moved across the street to the common areas within the Saks Mall. That year, the Preview Party featured a casino, and the Market raised an astonishing $129,000.
The 1986 Market was also held at the Saks Mall. Chairmen Katie Cron and Jeanie Kilroy continued the tradition of success, despite the fact that the failing economy meant no corporate underwriting that year. Barbara Bush, accompanied by the Vice President, cut the ribbon and helped generate terrific publicity for the event. More than 400 Guild members and thousands of shoppers helped raise $141,000, without the benefit of underwriting or an admission fee.
Once again, though, the Market had outgrown its space, and it became apparent that in order to continue its growth, it would need to become more mass-oriented. The 1987 chairmen, Mary Beth Aspromonte and Doris Bernard, moved the Market into the convention space of the Intercontinental Hotel. They charged an unprecedented $5 admission fee, and added a fashion show luncheon (sponsored by Neiman Marcus) to the lineup of events, and the Market once again was a huge success, raising $147,000.
Then, in 1988, Laurie O’Connell brought a vision for the next step up the ladder of success for the Market. With Judy Weiss as her co-chairman, the decision was made that, in order to continue its phenomenal growth, the Market needed to move again, this time to the George R. Brown Convention Center. British Airways sponsored a 70-foot nutcracker hot air helium balloon to float in the park across from the Convention Center for the entire weekend, and it made such a sight, with Houston’s magnificent skyline in the background, that the photograph made the front page of the Houston Chronicle. The crowds followed the Market, with its 100-plus merchants, to the new location, and the result was over $257,000 benefiting the Ballet.
Mary Watt led the charge for the 1989 Market and continued momentum from the move to the GRBCC. Crowds continued to swell under her leadership and we settled into our new home with comfort and delight. Market total this year was over $289,000.
The 1990 Market chairman, Daisy White celebrated the Market’s 10th Anniversary by honoring the past chairmen ~ all 17 of them! Continuing the tradition of success and breaking all attendance records, the Market raised an amazing $300,000.
At the 1991 Market, gift shopping took on a new meaning when chairmen Jan Cato and Claire Wilkins added a new dimension to shopping convenience ~ a package check, customer pick-up, and a wrap and mail service. Add to this a first time Mother/Daughter Brunch, and the Market once again was a huge success, totaling $435,000.
By 1992, the Market had once again outgrown its space, and a move to the Astrohall allowed for continued phenomenal growth. Under the careful eye of Chairman Elizabeth Stein, the 12th annual Market drew a record 22,000 shoppers, over 220 merchants, and made $526,000.
When longtime Ballet supporters Cindi Blakely and Anita Stude agreed to chair the 1993 Market; it was bound for greatness. Over 25,000 shoppers browsed unique items from over 230 merchants (including more than 14 non-profit merchants) and the Market brought in over $612,000.
In 1994, the Market settled into the Astrohall as home, and Chairmen Gwen Francis and Anne Muntz added an “Information Station.” This quickly became an important hub and brought much-needed organization to the Market. Merchants grew to 240, shoppers to an overwhelming 30,000 plus, and proceeds were an amazing $650,000.
Ballet Guild legacy Louise Parsley recruited former Ballet staff member Molly Malone to help set yet another sales and attendance record. The 1995 Market featured 275 merchants and offered boundless holiday treasures to 36,000 shoppers. Final receipts for Houston Ballet Foundation were $775,000.
Lynda Transier went solo as chairman in 1996, lifting the Nutcracker Market to new heights, with record-high merchant sales of over $4.3 million, attendance of over 43,000, and proceeds to Houston Ballet Foundation of $1,001,270. New sponsors helped bring continued visibility of the Market to southeast Texas and beyond.
The momentum of the previous year allowed 1997 chairman Anne Graubart to “ride the wave” of success, and unprecedented numbers followed: nearly 50,000 shoppers, 285 vendors, merchant sales of $5.6 million, and profits to the Ballet of $1,149,604. The influence of the Market to generate holiday retail sales in Houston was written about in The Wall Street Journal.
Celebrating its 18th year, the 1998 Market, chaired by the ever-capable Ginni Mithoff, carried off its “As Big as Texas” theme without a hitch. The aisles were wider; the shopping bags more plentiful, the signage clearer and the configuration of the aisles and booths expanded to make for easier navigation. The Market is now the single largest source of contributed income for the Ballet — $1,272,941 in 1998. “Texas. It’s a whole other country,” goes the slogan. We might say, “The Nutcracker Market. It’s a whole other world
In 1999 Market chairman, Marcia Harris, pulled out all the stops and created a whimsical shopping wonderland filled with visions of sugarplums. “The Dream Shop” was a dream come true and certainly a dream of a Market, bringing in over $6.6 million in merchant sales and close to 58,000 shoppers. More than $1,363,262 dollars would help keep Academy students on their toes and company dancers gracing the stage.
Celebrating a new millennium and its 20th anniversary, the 2000 Market, chaired by Beverly Rossy and Nancy Shomette, honored the never-tiring army of volunteers who have made the Market so successful. Their theme, “Nutcracker Market…then and now,” brought back fond memories of Markets past while drawing over 62,000 shoppers spending 7 million dollars and netting $1,483,125 for Houston Ballet.
The 2001 Market, chaired by Vanessa Sendukas ended its nine-year stint at the Astrohall with “A World of Holiday Shopping.” Our world was changed forever when on September 11 we lost the World Trade Center and thousands of lives, bringing new meaning to the theme. Thankful we are that the Market was able to surpass previous records with sales of $7.4 million during this difficult time and net proceeds to Houston Ballet were $1,528,373.
With a move to the new, state-of-the-art Reliant Center, it was “on your toes” for the 2002 Market, “Tutus and Toe Shoes,” chaired by Karen Hartnett, where over 68,000 shoppers spent over $8 million. Focusing attention on our world-renowned dance company reminded us of the reason we hold this annual event. And, contributing $1,620,540 to Houston Ballet (over 10% of the ballet’s total budget) makes all of the hard work and hours of volunteering so worthwhile.
It was a “Winter Wonderland” indeed in 2003 when Market chairman, Julie Pincus rolled out the snowy carpet for our shopping enjoyment. Blue and silver hues and lots of glittering snowflakes made for just the right atmosphere to get shoppers in the holiday spirit to spend over $8.4 million during the 4-day frenzy. A “cool time” was had by all and $1,684,090 was contributed to Houston Ballet.
2004 was a “sweet” year as Market chairman Carol Tag waved her magic wand over the “Kingdom of Sweets.” Arches of ribbon candies spanned the aisles as shoppers were beckoned by gumdrop trees and promises of treats of every kind. A record number of shoppers spent over $8.9 million which provided the icing on the cake for Houston Ballet, with a net amount of $1,837,956.
In 2005, “Santa Claus Lane” brought challenges galore for Market chairmen Cheryl Gallagher and Kari Parsons. Hurricane Katrina wreaked havoc on our city when Reliant Center became a safe haven for our neighbors from the East making us wonder if the Market would take place at all. Then, with the onset of Hurricane Rita and the flooding that surely would occur, invitations were moved to higher and drier ground as we hoped and prayed for the best. But Santa Claus really did come to town, the skies cleared and the Market was once again a record setting year – sales of $9.7 million and a net to Houston Ballet of $2,069,776.
In 2006, Chairman Evelyn Leightman introduced “Waltz of the Flowers” in honor of her great love of flowers and a scene from Houston Ballet’s The Nutcracker. Attendee excitement grew with each step into the astounding garden of shopping delights. And with over 66,000 shoppers spending $11.2 million, the Nutcracker Market waltzed with joy as we broke previous records and netted over $2,307,459 for Houston Ballet.
2007 was a “roaring” good year for Chairman Barbara Scott, Houston Ballet and the “Shopping Safari” that was the perfect backdrop for some “wild” times at the market. The grrrrrreat throngs of shoppers – more than 65,000 of them – spent over $12 million with “pride” to keep our outstanding company on their toes. A net of $2,421,547 went to Houston Ballet.
2008 Market chairman Peggy Burck brought a slice of the big apple to Houston with “Christmas in Rockefeller Center”. Big cities bring out big crowds and the replica heralding angels were a hit with the 74,000+ shoppers who spread the news that the Nutcracker Market is the place for holiday shopping. No airfare was required to stroll down our streets and “participate” to the tune of sales exceeding $12.4 million resulting in a net to Houston Ballet of $2,391,298.
It was a “barking” good year for Gaylon Gullquist and “Puttin’ on the Dog” at the 2009 Market. No one in town wanted to be left out of the “pawty” so a record crowd of 85,000+ ran with their pack and sniffed at a none too friendly economy. We broke out of our kennels and once again set record sales of $13.7 million with a record net to Houston Ballet of $2.5 million.
The 2010 Nutcracker Market, “Holiday Under the Big Top,” proved BIG indeed. With over 95,000 shoppers spending over $15.6 million it really was a “circus” at Reliant Center. And, the Market was honored to receive the Association of Fundraising Professionals National Philanthropy Day Award in the Outstanding Fundraising Program category. “Ringmaster” S. Shawn Stephens brought the greatest show on earth to yet another record net to Houston Ballet of just over $3 million.
For the 31st annual Nutcracker Market, “Sheriff” Sharon Erskine created the larger than life “Toy Town Texas”. With over 108,000 shoppers spending $16.5 million and netting over $3.2 million, the 2011 Nutcracker Market proved once and for all that everything really is bigger in Texas.
The 2012 Nutcracker Market celebrated Hollywood with a theme of “Tinseltown” chaired by the glamorous Patti Murphy and Rachel Regan. 104,000 shoppers spent an amazing $17.8 million during the four-day Market. Another record-breaking year saw revenues to Houston Ballet top $3.8 million – talk about a blockbuster!
In 2013, over 112,000 shoppers strolled down “Candy Cane Lane” chaired by Cynthia Brown, and spent just over $19.2 million in four days. Sweet! Thanks to our dedicated army of volunteers, committee members, underwriters, sponsors, and donors the Nutcracker Market raised just over $4.2 million net for Houston Ballet Foundation.
Exactly where is Paradise? For over 108,000 enthusiastic shoppers in November of 2014, it was at NRG Center “Nutcracker Market in Paradise!” Chairman Cecilia Campbell provided a tropical paradise with ocean waves and cool breezes where shoppers spent an unimaginable $20.1 million during the four day shopping extravaganza. The net amount contributed to Houston Ballet — $4.6 million. Surf’s up!
Chandeliers, tiaras, and glitz were a hit at the 2015 Nutcracker Market “Putting on the Ritz” chaired by Philamena Baird! With a glittered theme, the Market attracted over 105,000 shoppers who spent ‘every dime for a wonderful time’ — over $19.5 million in four days of shopping. The net amount contributed to Houston Ballet was a record $5 million! This was also the first year the Nutcracker Market sold general admission tickets online at Ticketmaster.
Hats off to Market Chairman, Mary Alice Parmet, who pulled out all the stops to make the 2016 Nutcracker Market “The Twelve Days of Christmas” a golden success, including handcrafting a stunning guitar for the raffle! All in search for the perfect must-have gift for their “true loves,” close to 100,000 shoppers spent an amazing $18.3 million at NRG Center, increasing Nutcracker Market’s total contribution to Houston Ballet to $57 million since 1981. Cue in the “twelve drummers drumming” for such a fun holiday theme!
So, with a lot of imagination, and a few setbacks along the way, the Houston Ballet Nutcracker Market has become an annual tradition that kicks off the holiday season in Houston. The 37th annual Nutcracker Market “Rockin’ and Shoppin’” is chaired by Myrna Fisch and promises to be a celebration of that tradition, dedicated to the people who have perpetuated it throughout the years. As always, we move on with great hope for the future.
Since the Market’s inception, it has contributed over $57 million to Houston Ballet Foundation
to support its Academy and much needed scholarship funds which nurture and develop young, promising dancers who have and will become the backbone of Houston Ballet. Currently, more than 50% of the dancers in the company have received at least part of their training at Houston Ballet Academy, and many of the professional level students are accepted as members of the corps de ballet or as apprentices with the Company.
So, as you know, we’re impressed with Houston Ballet Nutcracker Market – tell our readers more, for example what you’re most proud of as an organization and what sets you apart from others.
Houston Ballet Nutcracker Market is the premiere holiday Market in the country. We specialize in bringing holiday cheer and unique merchandise all in time for your holiday shopping. And, most importantly, shopping at the Nutcracker Market means you are directly supporting a Houston arts nonprofit and all of the money raised stays right here in Houston. Just to name a few, funds from the Nutcracker Market help to:
– Bring arts education to over 38,000 Houston-area students through the Houston Ballet Academy’s Education and Community Engagement programs
– Award over $600,000 in scholarships to approximately 300 students at Houston Ballet Academy
-Give students from over 200 Houston-area schools their first opportunity to see a ballet through free programming
– Supports the national and international touring of Houston Ballet II, the second company of Houston Ballet, to cities like Baton Rouge, Las Vegas and Toronto to help raise the reputation of Houston as a cultural and world-class city for the performing arts
The Houston Chronicle says: “It’s the greatest show in the world. It’s not just shopping. It’s an experience.”
But what I am most proud of is the life-changing, heart-warming stories we receive from our participating merchants and our shoppers. We have helped businesses succeed, allowed business owners to pay for kids’ college tuition, helped folks work through cancer treatments, brought families together and created life-long traditions to “meet at the Market.”
Let’s touch on your thoughts about our city – what do you like the most and least?
We offer a multitude of things to do — from professional sports to performing and visual arts to azalea trails and Rodeo tales! It’s a vibrant city where there is something for everyone. We are extremely community-minded and very, very generous. We happily give back to our city and commit to helping others.
But, Houston needs to take a good hard look at our growing traffic and offer effective, affordable and convenient mass transportation.
Pricing:
- General Admission tickets are $20 each.
- Early Bird Shopping Tickets are $50 each.
Contact Info:
- Address: Houston Ballet Nutcracker Market
601 Preston Street, Houston, TX 77002 - Website: www.nutcrackermarket.com
- Phone: 713-535-3231
- Email: nutcrackermarket@houstonballet.org
Getting in touch: VoyageHouston is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
