The Swiftel Team is "Tough Enough to Wear Pink." The arena’s staff, in conjunction with the with First Chance Bonanza Rodeo, created a fund raising campaign to increase cancer awareness and prevention that included pink t-shirts. Kneeling are, Tom Richter, Executive Director (left) and Scott Smith, Director of Operations; Standing are (Left to right) Molly Eich, Box Office Coordinator; Jenny Hammrich, Director of Marketing and Sales; Debbie Neises, Event Coordinator; Kim Huber, Operations Coordinator; and Connie Isham, Business Manager.

 

The Swiftel Center, in Brookings South Dakota, teamed up with First Chance Bonanza Rodeo as well as the Brookings Community to participate in the "Tough Enough to Wear Pink," campaign, designed to increase cancer awareness and prevention. During the rodeo, all the cowboys were adorned in pink shirts and chaps and they were cheered on by a crowd clad in pink t-shirts. Swiftel staff sold t-shirts throughout the area, particularly to companies and groups of employees (anyone wearing a "Tough Enough To Wear Pink" t-shirt received a discount ed admission to the rodeo).

 

"Many different businesses bought shirts for their employees and they were encouraged to wear them for casual Fridays," said Tom Richter, Executive Director, Swiftel Center. "Group shots were printed in the local newspaper and companies were challenged to buy shirts and wear pink. Cowboys that wore pink and won that night also received cash bonuses."

During the First Chance Bonanza Rodeo on the "Tough Enough to Wear Pink" night, the cowboys as well as the crowd wore pink.

 

According to Jim Sutton, the First Chance Bonanza Rodeo stock contractor, The ‘Tough Enough to Wear Pink’ campaign started at the Wrangler National Finals Rodeo. "One evening of the competition was devoted to the cause," said Sutton. Everyone performing in the rodeo that night was asked to wear pink to show their support; sponsors made donations, and support from the western industry and rodeo community really took off."

 

The "pink" promotion keeps 100 percent of profits in the Brookings area, split between the Avera Cancer Center Foundation and Brookings Health System. "Although the original project was designed to raise funds to fight breast cancer and October is breast cancer awareness month, we plan to include screenings for other types of cancer for people who are unable to afford those kinds of services," said Pat Waligoske, Clinic Administrator, Avera Brookings Medical. "All profits from the sale of the T-shirts will be used for local cancer prevention programs." 

 

The "Tough Enough to Wear Pink," was a community-wide cancer awareness and fundraising program. VeraSun Energy Corporation, headquartered in Brookings, South Dakota , a leading producer of Ethanol participated by purchasing and wearing their T-shirts to the rodeo.

 

Managed by VenuWorks, The Swiftel Center is 30,000 square foot Arena, 7,000+ seat arena. According to Richter, the impetus for the Pink fundraising event came from the community-centric philosophy of Steve Peters, President of VenuWorks. "Steve challenged all of the facilities to make a difference in our community and this is what our staff came up with," Richter said. "The National Finals Rodeo had as its focus breast cancer awareness and it grew to some of the regular season rodeos. We have a broader focus of all cancers."