Leading Local Real Estate Developer Pledges His Hair to the Fight Against Childhood Cancer

Employees and Colleagues of DiMarco Group Rally to Raise $50,000

ROCHESTER, N.Y., JUNE 5, 2014 – If employees and colleagues of DiMarco Group have it their way, their leader and one of Rochester’s top real estate developers will lose his hair later this month, and an organization fighting childhood cancer will gain $50,000 in donations. John DiMarco, II has issued a challenge to his team members and to his colleagues. If they can raise $50,000 by June 13, he will publicly shave his hair off to show solidarity for all children battling cancer, and as part of Rita’s Italian Ice’s Fund for Hope initiative, which raises money for Alex’s Lemonade Stand Foundation (ALSF).

From June 1st – June 30th, Rita’s Italian Ice store and other tenants at Tops Brighton Plaza are encouraging guests to purchase a paper lemon for $1. All proceeds support “Rita’s Fund of Hope” which is a travel fund endowment that helps children battling cancer travel to receive the treatment that can help save their lives. The campaign is happening at every Rita’s location across the country.

To enhance efforts to raise money, DiMarco has been challenged by Rita’s Brighton owner, Todd James, to shave his head if the fundraising goal is met. DiMarco has agreed. In response, employees at DiMarco Group are mobilizing an internal campaign to raise $50,000 by June 13.

During the weeks of June 2 and June 9, several activities including a lemon-inspired recipe cook off and an internal paper lemon initiative are shaping up across the company. If the $50,000 goal is met, DiMarco will join his colleague at DiMarco Group, Bill Durdel, James, and several other people in shaving off their hair. The shaving will be part of a larger, day-long celebration on June 16 at Rita’s Tops Brighton Plaza location at 1900 Clinton Avenue South. The event runs from 12pm until 7pm and includes face painting, story time a bounce house and more.

Lemon, one of Rita’s original Italian Ice flavors in 1984, and still a fan favorite, was renamed “Alex’s Lemonade” in 2008 in honor of the late Alexandra “Alex” Scott (1996-2004), for whom ALSF was named. Each year in June Rita’s continues Alex’s mission to raise funds for children with cancer. Over the past 9 years, Rita’s has raised $3.6 million, becoming one of the leading corporate fundraising partners for Alex’s Lemonade Stand Foundation.

“The Travel Fund endowed by Rita’s supports travel expenses for kids with cancer,” said James. “For example, if a child with stage 4 cancer had to travel 1200 miles, 43 times back and forth to the hospital to receive treatment, gas cards and hotel stays provided by the travel fund would make it possible.”

Join Rita’s in their 9th annual Alex’s Lemonade Stand Foundation fundraiser and donate to help kids with cancer.  For more information about Rita’s efforts and the events on June 16 visit https://www.dimarcogroup.com/events/. For more information on ALSF, visit Alex’s Lemonade Stand Foundation online.