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

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Andy Phillips of the New York Yankees is Honorary Chair
Tamara Tunie and Michael McKean Among Stars at Ribbon-Cutting

Contacts:
Sharon Schoenberg
2.25 Strategies
212.319.0662
Sharon@225strategies.com

Emily Crossan
The Children’s Aid Society
917-286-1548
emilyc@childrensaidsociety.org

New York, NY (November 13, 2007) --- On Sunday, December 2nd, New Yorkers will shop with their hearts to benefit New York children in need of health services at The Children’s Aid Society’s Miracle on Madison Avenue presented by The Bank of New York Mellon. (www.miracleonmadison.org)

December 2nd is the 21st annual Miracle on Madison Avenue, the charity shopping event that kicks off the holiday season each year and brings together leading luxury retailers, restaurants and galleries on the Avenue.

From noon to 5:00 PM, nearly 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. Madison Avenue will be closed to traffic from 66th to 72nd Streets, the only day of the year that the Avenue is closed. Specialty tents will line the Avenue instead of cars.

The event will start at noon with an opening ceremony to include singing by The Children’s Aid Society Chamber Chorus and a ribbon cutting by the New York Yankees’ Andy Phillips, The Bank of New York Mellon CEO Robert Kelly, and C. Warren Moses, CEO of The Children’s Aid Society.

Says Andy Phillips, "I am very pleased to have been asked to be honorary chair of this year's Miracle on Madison Avenue, a great New York tradition like the New York Yankees. Even though Bethany and I don't live in this great city throughout the whole year, we consider ourselves to be true New Yorkers. We strongly believe in the work done by The Children's Aid Society and doing our part to support health care services for the city's kids is the least we can do."

Members of the Miracle on Madison Avenue Honorary Committee include Tony Danza, Edie Falco, Debi Mazar, Michael McKean and his wife Annette O’Toole, Bethany Phillips, Kelly Ripa, Susan Sarandon, Tamara Tunie and Robert Verdi.

For the fourth year, The Bank of New York Mellon is the event’s presenting sponsor. Says Daisey Holmes, Director of philanthropic activities in the Metro region and President of The Bank of New York Mellon Corporation Foundation, "The Bank of New York Mellon is proud to continue its tradition of supporting a great organization as it launches its third decade of 'Miracle.' Our new organization remains true to the community spirit on which its heritage companies -- The Bank of New York and Mellon Financial -- were founded. We are committed to join with the public, private and nonprofit sectors to address the needs of our community. 'Miracle' is a shining example of this pledge, as our Company and its employees are deeply involved in assuring its continued success."

Other sponsors include Real Simple, Gotham, and The Madison Avenue BID (Business Improvement District), a long-time supporter of Miracle on Madison Avenue.

The specialty tents on the Avenue will offer something for everyone: the Hospitality tent will offer ‘tastes’ of Madison Avenue restaurants; children will have plenty of fun in our new Kids’ Tent; shoppers can refresh in the Clarins Skin Spa Tent and Real Simple Magazine will wrap gifts in its new tent.

Miracle on Madison Avenue 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 approximately $6.6 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 more than 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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