A large crowd gathered at the Pareidolia Brewing Company last Friday, eager to toss back a few icy-cold brews, network with their friends and stretch their advertising dollars at a special 25th anniversary Lifestyle and Media Auction, hosted by the Sebastian River Area Chamber of Commerce, which also celebrated its 60th anniversary in February.

The evening was a poignant one for Beth Mitchell, who will be retiring from her position as president of the organization on Dec. 31.

“It’s been a great run,” said Mitchell. “It’s a little bittersweet but it is time for me to move on. The chamber is in such good shape that it’s a good time to go.”

Boundaries today are the same as when the SRA Chamber was incorporated in 1958 – an area that runs south to Wabasso, west to Fellsmere, north to Grant and east to the ocean. The Indian River County Chamber of Commerce had already existed for more than 30 years, but the interrelationship between north and south counties then wasn’t as robust.

“I think that the business people in Sebastian at the time were a little bit more isolated than we are today,” said Mitchell, noting that there wasn’t as much overlap between the communities.

Over the last two decades, Mitchell and Penny Chandler, who also retired this year, having served 23 years as president of the IRC Chamber, formed a strong collaborative relationship that fostered countywide connections on behalf of businesses, residents and tourists alike.

Mitchell said the Media Auction got its start when Maureen Nicolace, then a marketing person for Capt. Hiram’s, introduced the concept to the chamber.

“We’ve carried the ball and it’s really a fun event,” said Mitchell. “To apply it to a chamber was a little different, but it certainly made sense.”

Friday’s event featured a huge assortment of more than $20,000 worth of donated media and lifestyle packages that people could bid on at a reduced rate – from print and radio advertising to marketing services, concert tickets, dining certificates and staycations. In addition to silent-auction bidding, County Commission Chairman Peter O’Bryan elicited some fierce bidding as auctioneer during the live auction.

“This particular event hits all three points of our mission statement. We support business, we support tourism and we work on quality-of-life events,” said Mitchell. “In this case, the Media Auction answers all of those elements. It benefits the media partners, because they are able, hopefully, to obtain new clients; it benefits the businesses, who can learn about all of the new and different ways to market their businesses; and the proceeds go to the chamber, which helps keep our dues to an affordable rate.”

Mitchell has seen a number of changes over the years, not least of which was a complete renovation of the SRA Chamber building, now the Pelican Porch Visitor Center. She also takes pride in the level of professionalism of her longtime staff members and in the 500-strong membership.

“So beyond the staff, who are all very, very capable, the friendships and relationships that I have had over the last 18 years have added a lot of joy to my life,” said Mitchell. “You’re dealing with people who are volunteering their time for everything. This chamber really reflects the Sebastian community and I’m very happy that I spent my time that way, working on positive things for the community.”