Eyetique & the Pittsburgh Vintage Grand Prix
Gear up to Help Local Charities

By Vanessa Orr

One of the most exciting events to take place this summer was the Pittsburgh Vintage Grand Prix, held each July in Schenley Park. The nation’s only vintage car race to be run on city streets, the 10-day event attracts more than a quarter million people each year.

The race is also a fundraiser for two local charities—the Autism Society of Pittsburgh and Allegheny Valley School. “To date, we’ve raised more than $2 million for these groups,” said Pittsburgh Vintage Grand Prix Executive Director, Dan DelBianco. “Our goal is always to exceed the amount we’ve raised the previous year in order to make a difference in the lives of those who are less fortunate.”

Now celebrating its 25th year, the Prix was the brainchild of racing enthusiasts who wanted to see 1940s and ‘50s cars race the way they used to—on city streets. “That’s the magic of the event; people get to see vintage racing the way that it was invented,” said DelBianco. “Add to that the fact that the race is free, family friendly and that all proceeds go to charity, and it’s got everything going for it.”

These qualities were part of the reason that Norman Childs, owner of the high-fashion eyewear shop Eyetique, decided to become a sponsor. “We’ve been involved in the past with raising money for Hillman Cancer Center, and we thought it would be nice to reach out to other charities this year,” he explained. “We also thought that it would be a natural tie-in to one of our product lines, Drivewear by Transitions.”

Drivewear polarized lenses are capable of sensing and reacting to varying light conditions both outdoors and behind a car windshield, providing better glare protection and enhanced vision. The lens is one of many specialty brands carried by Eyetique, a number of which are exclusive to the company. “When I first started this business, I wanted to offer clients products that hadn’t been seen in the Pittsburgh area,” said Childs, who travels to shows in New York, Los Angeles, Milan and Paris to find the latest looks. “We are always looking for new products and adding collections that we feel represent our clients’ well.”

During the weeks leading up to the Grand Prix, Eyetique sponsored a “Spin to Win” contest during which customers could come into any of Eyetique’s five store locations and try to win a ride in the race’s pace car, which was sponsored by Eyetique and Drivewear by Transitions. A portion of the proceeds raised was given to the two charities.

Childs, who opened the first Eyetique in 1979, is known for promoting his luxury brand of eyewear through local personalities and events. “We started our celebrity ad campaign 15 years ago after I had a dream about putting local Pittsburgh personalities behind our eyewear,” he explained of the print ads that have featured everyone from Bill Cowher and Jerome Bettis to Tito Capobianco and The Clarks. “We’ve had a lot of fun with it; every day I get an e-mail from somebody either wanting to be in an ad or suggesting someone we should use.”

While marketing has helped make Eyetique’s name well-known, it is the company’s customer service that has kept them in business for almost three decades. “Ours is a business built on relationships,” said Childs. “We carry the best products, but that’s only enough to get people in the door. We keep clients by providing them with unparalleled service.”

And by supporting organizations who are important to the community. “The Grand Prix and sponsors like Eyetique keep organizations like us going,” said Daniel Torisky, director of the Autism Society of Pittsburgh and a Grand Prix founder. “They really are our lifeblood.”

The Autism Society of Pittsburgh provides advocacy, information and referral to help parents of autistic children and the professionals who work with them. Services include information on traditional and alternative interventions, seminars and workshops presenting leading professionals in autism, a summer recreational and extended school year program (S.P.E.A.K.), and training opportunities for teachers, aides and others. “Autism is not a one-size-fits-all disorder,” said Torisky, “which is why we believe that every parent has the right to learn about every option that might be effective in treating their autistic child and to choose the options that they feel are most appropriate.”

Allegheny Valley School, which serves more than 900 children and adults ranging in age from 11 to 88, also receives support from the Pittsburgh Vintage Grand Prix and sponsors like Eyetique. The organization operates residential and therapeutic programs throughout Pennsylvania for children and adults with mental retardation, many of whom also have multiple physical handicaps and medical complications, and may have behavior management needs.

“Our goal is to provide quality programs and facilities to help individuals with mental retardation live with purpose and dignity, and to provide opportunities and choices for our clients to grow and function at their full potential as independently as possible,” said Dorothy Hunter Gordon, chief development officer of the school. “The Grand Prix is just a wonderful event because it not only helps us build awareness but also truly benefits the individuals most in need of community support.”