"I always tell people," Bryan observed in his office recently, "don't ask me to raise money to fix the roof. It has to be something that's exciting. Like they say, it takes some magic to stir people's blood."
And there are other interesting axioms in the Bryan rulebook for raising big money.
One is that people asked to give money want and expect to get involved in the details of the initial planning.
"That's why," he says, "we have all those committees for Millennium Park. There's the garden committee . . ."
Even though he lives in Lake Bluff, Bryan also never hesitates to use Chicago's competitive instincts to serve his ends. To no small degree, that's how he got people to pay for Millennium Park.
"You wrap the civic cloak around the problem," he says, arguing that it's far easier to get suburban residents to give money to the City of Chicago than is the case in the more fractured environments of New York or Los Angeles.
"The notion that you are going to bring the world's greatest architect to town and do definitional things is very attractive. These are the things that become icons and postcards. If you get all that right, I promise you that people will give you money."
When Bryan retired from Sara Lee in 2001 after more than a quarter century of service, he left behind a grateful corporation willing to give him money.
When Bryan took over Consolidated Foods (which later changed its name to Sara Lee), it was a conglomerate with $2.4 billion in annual sales. But by the time Bryan retired, the Chicago-based company had acquired Hanes, Playtex Apparel, Superior Tea, Jimmy Dean Meats, Chock Full O' Nuts and a variety of other familiar brands. In the first nine months alone of fiscal 2004, Sara Lee reported sales of $15.5 billion.
On his retirement, Bryan negotiated an enviable package from his employer reportedly including a car and driver until 2008, two administrative aides until 2011, and the NBC Tower office space until at least 2009. He also has an eight-year consulting contract with Sara Lee that's worth $5 million. Those accoutrements were enough to land Bryan some bad publicity at the time as one of the poster boys of excessive CEO retirement perks comparisons were made to Jack Welch's golden departure from General Electric.
Active in business world
Bryan is a member of three major corporate boards: General Motors, Goldman Sachs and the London-based British Petroleum. He recently resigned from the Bank One board following its merger with J.P. Morgan, since the new corporation competes too closely with Goldman Sachs. Nonetheless, it's hard to make a case that Bryan has not used his considerable post-retirement resources to effect good works for Chicago.
Given Bryan's largesse, most arts groups in town can barely find sufficient words to communicate their admiration and gratitude. But when it comes to affection for Bryan it's not just about the cash.
Whereas a lot of younger philanthropists can be notorious for interfering with staffers once the project is under way, Bryan is known for making no such demands once he has secured all his commitments and soothed all the egos involved. Arts leaders say that bodes well for Millennium Park.
"John Bryan has always been inclined to hire good people," says Roche Schulfer, the executive director of the Goodman Theatre, "and then get out of their way."