Actor/producers Stuart Matthew Price and James Yeoburn were quick to arrange a series of in-store events and fund-raising galas under the name Dress Circle Benefit.
Theatre performers, composers and celebrities from across the world came together in support of their mission and Dress Circle's small Covent Garden shop played host to the likes of: Barry Manilow, Ramin Karimloo, Alex Gaumond, Laurence Mark Whythe, Matt Rawle, John Owen Jones, Scott Alan, Oliver Tompsett, Lance Horne and Lucy May Barker in a month of weekend productions culminating in a sold-out concert in London's West End.
The concert, hosted by Aled Jones, featured original cast members from Les Misérables, Parade, The Witches of Eastwick and Miss Saigon surprised audiences with a guest, un-billed, appearance from Ellen Greene who reprised her role as Audrey in the film version of Little Shop of Horrors.
The Dress Circle Benefit Concert and producers Stuart Matthew Price and James Yeoburn received Whatsonstage and Broadway World nominations for 'Theatrical Event of the Year' in 2011.
Many stars of the West End stage used the Dress Circle as a vehicle to promote their latest CD, DVD or autobiography by attending specially organised signings.