Miracle on Madison Avenue Kicks Off the Holiday Season with Shopping for a Good Cause

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Ivanka Trump and Tamara Tunie Lead Event;

Making Madison Avenue a recession free-zone and making miracles for children in need

Sharon Schoenberg,  2.25 Strategies, 212.319.0662, Sharon@225strategies.com
Emily Crossan, The Children’s Aid Society, 917-286-1548, emilyc@childrensaidsociety.org

What: Ribbon-Cutting Ceremony
Where: Madison Avenue and 69th Street, NYC
When: Sunday, December 7, 12 noon

New York, NY --- On Sunday, December 7th, New Yorkers will shop with their hearts to help New York children in need at Miracle on Madison Avenue presented by The Bank of New York Mellon and benefiting The Children’s Aid Society’s health care services for children (www.miracleonmadison.org).

Miracle on Madison Avenue is the charity shopping event that kicks off the holiday season each year in New York and brings together leading luxury retailers, restaurants and galleries on the Avenue with shoppers who want to use their money to benefit children. From noon to 5:00 PM, over 100 participating Madison Avenue establishments between 57th and 86th Streets will donate 20 percent of the day’s sales to The Children’s Aid Society’s health care programs.

Two celebrities will help kick off the event at noon. Business executive and new Madison Avenue retailer Ivanka Trump and Law and Order: SVU actress and Broadway producer Tamara Tunie will assist the CEOs of The Bank of New York Mellon, Robert P. Kelly, and of The Children’s Aid Society, C. Warren Moses at the ribbon-cutting. The Children’s Aid Society Chamber Chorus will provide holiday music before the ribbon is cut at noon.

“Participants will stimulate the economy by shopping and their purchases will help Children’s Aid provide vital health services to underserved children and teens,” said C. Warren Moses, CEO of The Children’s Aid Society, “services that their families might not otherwise be able to afford. In the past school year alone, Children’s Aid’s school-based health centers prevented 313 visits to the emergency rooms, saving the city and taxpayers over $300,000.”

Miracle has been entirely underwritten by its generous sponsors; The Bank of New York Mellon has been the event’s presenting sponsor for five years. Other sponsors include Bovis Lend Lease, InStyle, the Simons family, Anne Citrin, Donna Glazer Pressman and the Madison Avenue BID (Business Improvement District), a critically important and long-time supporter of Miracle on Madison Avenue.

Madison Avenue will be closed to traffic from 66th to 72nd Streets, the only day of the year that the Avenue is closed. Two specialty tents in the closed portion of the Avenue will provide shoppers with more fun activities: a Hospitality Tent will offer tastings of Madison Avenue restaurants, a chance to participate in a luxury raffle, gift cards and wreaths for sale, and live musical performances on the hour. Shoppers can refresh themselves in the Clarins Skin Spa Tent with one of several spa treatments.

This is the 22nd annual Miracle on Madison Avenue. The event was created in 1987 by Martha Dupee and Noonie Marx, co-founders of the Madison Avenue Fund for Children. Since its inception, Miracle on Madison Avenue has raised nearly $7 million for charity.

The Children’s Aid Society was founded in 1853. It is one of the nation’s largest and most innovative non-sectarian agencies, serving 150,000 of New York’s neediest children and their families with a network of services that includes community schools, neighborhood centers, camps, adoption and foster care services, teen pregnancy prevention, education, health and recreation. For more information, please call 212-949-4938 or visit www.childrensaidsociety.org.

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