The Concern Foundation for Cancer Research held its 36th annual block party at the Studios at Paramount on July 10, bringing in more than $1 million toward the funding for 48 cancer researchers around the world. The foundation's president, Derek Alpert, once again oversaw the annual program.
This year’s circus-theme party, one of the biggest annual tasting events in town, brought in 11 new food purveyors and beverage suppliers for a total of 63 stations. New additions included Grace and BLD, Delphine at the W Hollywood, Larchmont Grill, Napa Valley Grille, Tavern, and Gotta Have S’more, which joined past participants such as Akasha, Factor’s and the Mark for Events, Pink’s Famous Hot Dogs, La Cachette Bistro, Fogo de Chao, and Il Cielo.
Other activities included massages and manicures from LeSpa at Sofitel Hotel Los Angeles, which drew crowds throughout the night, and digital photos sponsored by Hold the Date Events. Donation stations where guests could purchase flashing hearts to wear on their lapels raised an additional $6,000. Also present was Concern’s community partner, the Save the Tatas Foundation, which committed $50,000 toward Concern’s support of breast cancer research.
Los Angeles magazine, the event’s media sponsor, brought in the Cadillac Dealers of Southern California and their a check for $10,000, plus 2011 vehicles, as well as mannequins representing the new Santa Monica Place shopping center. Town & Country Event Rentals, Hold the Date Events, and John Ferdenzi of John Ben Ventures provided additional activities including a full-size merry-go-round, Ferris wheel, palm readers, and airbrush tattoos.
Frank Mottek of KNX Newsradio’s Business Hour was the M.C., the Tom Nolan Band provided musical entertainment, and DJ Party Layne spun. A silent auction area and live auction brought in additional revenue, and clowns, trapeze artists, and circus acts throughout the venue kept the more than 3,000 guests entertained.
