HOOT! 2025
Client: Chimpanzee Sanctuary Northwest (CSNW)
How do you bring a private, non-public chimpanzee sanctuary to an urban venue full of donors?
For Chimpanzee Sanctuary Northwest, we chose immersive storytelling to capture the sanctuary's sights, sounds, and soul and weave them into every touchpoint of the evening.
Photo credit: Tiffany Diamond Photography
An Evening of Connection and Conservation
All About Those Vibes
Since the public cannot visit the sanctuary, our goal was to give guests a taste of what it was like. Guests walked into a space that instantly set the tone with reclaimed wood, steel beams, and lush greenery everywhere. There was chimpanzee art, a sweater with one of the chimps' faces on it, and The AV Department even had a custom HOOT!-branded light cast on the walkway.
Since the program was theater-style, the reception was a time for guests to eat, explore, and have fun. The menu was 100% vegan, served on eco-friendly plates and utensils to honor CSNW’s deep respect for animals and the environment.
There was also plenty to do. Guests hand-decorated "night bags" for the chimpanzees (small enrichment bags that hold their evening snacks). They stocked up on raffle tickets, watched a live painting of a resident chimp (and yes, it went up for auction later), and explored mission-aligned live auction items, such as a private sanctuary tour with hotel accommodations or camping on the CSNW founder's property. These were intentional reception activities to connect guests to the mission.
And when we announced that all the potted-plant décor was up for grabs, guests were thrilled to take them home! This element of surprise and delight was a way for CSNW to say thank you and give them a living reminder of the organization they love and support.
Storytelling That Took It to the Next Level
The stage program was designed to bring the sanctuary's rituals and experiences to the guests. Immersive storytelling deepens donor knowledge about the organization, and we achieved this in a few ways:
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The Opening Hoot: In a moving tribute, the program began with an "Opening Hoot." Inspired by a video Dr. Jane Goodall filmed for the sanctuary years prior. The room joined together in a collective chimpanzee greeting, honoring her legacy and setting a primal, connected tone for the night. And, the event just happened to take place during a poignant week—the passing of Dr. Jane Goodall. This timing transformed the program into both a celebration of CSNW’s growth and a tribute to a global icon.
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Through a day-in-the-life video, guests got the feel of being at the sanctuary—the sounds, the bray, and the pace of life for the chimpanzees and cows (and a little bit of snake drama). Since the sanctuary isn't open to the public, a video was a great way to invite guests behind the scenes.
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The sanctuary’s newest resident—George—was featured in an impactful video just before fundraising. George joined the sanctuary after being part of the entertainment industry and living in solitude, and everyone was thrilled to hear how this 21-year old chimpanzee was acclimating to his new home. Although they serve many chimpanzee residents, telling a single story about a single chimpanzee allowed us to go deeper into the organization’s impact. Plus, people give more when they hear a single story, rather than a wide range of stories.
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During the program, we named and shared photos of each chimpanzee resident and cow. It was a way to honor their individuality and showcase the numerous animals in the sanctuary’s care.
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The Co-Director led a meaningful volunteer celebration, honoring two select individuals and detailing how they supported CSNW over the years. Both awards were named as a personal nod to the unique bonds between volunteers and the chimpanzee residents:
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The Red Hammer Award was for a devoted volunteer whose years of commitment to the sanctuary are matched only by the remarkable friendship she built with Burrito, a playful chimpanzee known for carrying his favorite red-headed toy hammer. She even got a tattoo of that hammer—making it the inspiration for her award.
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The Golden Waffle Award honored a volunteer who tabled at events, supported grant writing, and eventually moved closer to the sanctuary to help out. Resident chimpanzee Negra was one of her favorites, so on her birthday, she’d whip up buckwheat waffles for her to celebrate.
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To top it all off, the Co-Director even presented them with personalized gifts; a cozy blanket and snuggie with a chimpanzee face on it.
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To mirror the intimate feel of the sanctuary, we skipped a formal podium for the Co-Director speech and went with an interview-style instead. Against the backdrop of pallet wood and potted plants, we created a living room with a loveseat and chair, and invited the audience into a personal conversation.
Where Storytelling Meets Impact
We loved HOOT! because it was authentic and mission-driven.
This is the magic that happens when immersive storytelling meets intentional design.
“I was really grateful to work with TFE Co.—amazed, actually. We loved walking in there and not having to set up anything. It was beautiful.”
Diana Goodrich, Co-Director of Chimpanzee Sanctuary Northwest
