Detroit auto show officials look to raise $4 million at NAIAS 2014 Charity Preview

With musician Sheryl Crow performing at an upgraded Cobo Center, Detroit auto show officials hope to raise more than $4 million at this year’s Charity Preview.

DETROIT, MI- With musician Sheryl Crow performing at an upgraded Cobo Center, Detroit auto show officials hope to raise more than $4 million at this year’s Charity Preview.

“This is a big night for Detroit,” said North American International Auto Show Chairman Bob Shuman. “I’m really hoping we can get over that $4 million level this year.”

More than 13,000 people attended last year’s charity preview for $300 a ticket, raising about $3.9 million for Southeastern Michigan children's charities.

If the same amount of people were to attend this year’s black-tie event on Jan. 17, the Charity Preview would raise an estimated $4.6 million. Ticket prices this year are $350 each, $340 of which is tax deductible.

Shuman said the increase in price is in an effort to raise more money for the charities, which face rising costs themselves.

“It’s an attempt to try and raise a little bit more money for the kids and for charity,” he told MLive. “The charities have higher expenses. Everyone has higher expenses.”

View full sizeNorth American International Auto Show 2014 Chairman Bob Shuman, left, shows Mayor Mike Duggan around the Cobo Center in a preview tour of the Detroit auto show, Thursday, Jan. 9. Duggan toured the new additions to the Cobo Center as well as walked through the car displays being put together for NAIAS. Katie Bailey | MLive.com

As of Thursday morning, Shuman said ticket sales to the 2014 Charity Preview, which MLive is official Social Media Sponsor of, were up 12 percent compared to last year.

Since 1976, the Charity Preview has raised more than $91 million for southeastern Michigan children's charities - over $47 million of which was raised in the last 10 years alone.

Another new attraction, as part of the NAIAS’ 25th anniversary this year, is “Studio 25,” which will include an after party being held in Cobo Center’s new Grand Riverview Ballroom and VIP Hospitality Lounges. Tickets for the new event were sold separately from the Charity Preview.

Beneficiaries of the event include Boys and Girls Clubs of Southeastern Michigan, Boys and Girls Hope Detroit, Children's Center, The Children's Hospital of Michigan Foundation, The Detroit Auto Dealers Association (DADA) Charitable Foundation Fund, a fund of the Community Foundation for Southeast Michigan, The Detroit Institute of Children, Judson Center, March of Dimes Metro Detroit, and Think Detroit PAL.