by Tina M. Farmer

It’s official – with Thanksgiving over and the calendar turned to December – the holiday season has arrived in St. Louis. For many companies, the approaching year-end presents a good opportunity to acknowledge and reward employees for their efforts over the past year. Gift baskets and gift certificates will be filling the inboxes and desktops of support staff throughout the area, while countless other employees will be anticipating profit sharing and bonus checks.

Although you may not be one of the lucky Anheuser-Busch employees invited to the Sting concert at the Savvis Center, chances are you’ll probably attend some sort of employee-focused event as well. At Brown Shoe Company the in-house food service prepares a holiday luncheon for all St. Louis employees. “I don’t know how they do it,” says Beth Fagan, vice president of public affairs for the Clayton-based company, “but they always pull out all the stops and make it memorable for everyone who attends.”

Many other companies choose to host luncheons at local establishments just before breaking for the holiday. Adamson Incorporated, a Clayton advertising company, will host an employee party at Billy Goat Restaurant and Bar, located on Vandeventer in Midtown, the Friday before the holiday break. “Our employees always get the day after Christmas off,” says Gail Gardner, public relations account supervisor. “The luncheon gives us an opportunity to celebrate together and still have that free time to spend with our friends and family.”

The economic downturn of the past few years has resulted in a number of companies holding in-office events for their employees. Caterers such as Gourmet to Go and Catering Plus are bustling to prepare recognition lunches, and hustling to host holiday cocktail parties and multi-course dinners. “Not only are there more events, the events are all special to the companies hosting them,” explains Melanie Schmalz, Gourmet to Go’s marketing director. “Caterers earn their reputation by taking the extra time to make sure everything is just right,” she continues. “The menu is a little more extravagant, the dessert a little more decadent.”

To keep their employees in the spirit, Gourmet to Go regularly throws impromptu pizza parties, and they host a tasting party for employees to kick off the season. “We reached our 20th anniversary this year, so we’re already in a mood to celebrate,” says Schmalz. “Employees learn about seasonal additions to our menus, tasting everything from full dinners to beautifully garnished appetizers and tempting desserts, in a fun, happy hour setting.”

While there is no shortage of holiday celebrations at St. Louis companies, recent years have seen a shift in purpose. With increasing frequency, companies are moving their employee parties to other times of the year and focusing on their clients and charitable activities during the traditional holiday period. Many companies that hold a holiday party combine it with a charitable effort such as a casino night or silent auction to benefit a chosen cause.

At Brown Shoe, employees celebrated 100 percent participation in their charitable campaign in October. “We give back to the community through the United Way,” notes Beth Fagan, “and we were able to increase our contribution by approximately 20 percent because every employee chose to participate. We’re all very proud of that.” During December, they will be hosting a customer appreciation party in New York City. “We were named Footwear Company of the Year,” says Fagan, “so there will be some celebrating, but mainly, we’re saying thank you.”

While the employees at Adamson focus on a large-scale charitable project each year, this holiday season they are supporting one of their own clients. They already work with Epworth Children and Family Services, serving as the organization’s pro bono advertising agency. “This year, we’re focusing our charitable giving on Epworth as well,” says Maud Kelly, a copywriter who is leading the project for Adamson employees. “We are supporting the organization on a professional and a personal basis,” she notes. “There’s a strong connection there.”

Both Brown Shoe and Adamson typify the holiday spirit found in St. Louis area companies. “Adamson has participated in a variety of charitable giving throughout the years,” notes Gardner. “We worked with numerous not-for-profit drives, including the 100 Neediest Cases, before choosing to focus our efforts on Epworth. Our employees have always been generous.” Beth Fagan has similar praise for Brown Shoe employees, “We’re very pleased by our employee generosity. I don’t know if many companies reach 100 percent participation, but we are proud to do so.”

Nonprofit and charitable organizations don’t just benefit from this season, however. Many use the holidays to host parties and events acknowledging their benefactors. The Arts & Education Council has special events planned to bookend the holidays; in November they hosted a major donor reception, while The St. Louis Arts Awards, their major fundraising event, is scheduled for January.

“What better way to kick off the Thanksgiving season than with a November event that recognizes those individuals and companies who encourage arts education in the St. Louis metropolitan area?” says Karen Klaus, director of corporate giving. “The Council helps to ‘keep art happening’ by supporting arts organizations that are going into schools and touching children’s hearts, igniting their imagination.”

By the time you read this story, your schedule will probably include several special events and holiday gatherings. It’s likely your employer will have already announced plans for an in-house happy hour or afternoon party at a local restaurant. However your company celebrates, plan to attend and offer a toast to continued success and generosity in the coming year. When it comes to the holidays, St. Louis companies and their employees know both how to give and receive with enthusiasm.

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Holiday parties often mean more than food and entertainment for local companies — they can mean charitable giving as well.