SALINAS, CA May 3, 2011. In 2011, the California Rodeo is revving up our Tough Enough to Wear Pink campaign by partnering with Salinas Valley Memorial Hospital . The funds generated by our joint efforts will be donated to the Comprehensive Cancer Center at Salinas Valley Memorial Healthcare System.  The Comprehensive Cancer Center offers people with cancer a complete, local resource for education, prevention, detection, treatment and support. Kendra Howell, Director of the SVMH Foundation said, We are honored to be partnered with the California Rodeo for this fun event.  Best of all, all funds will stay local to help support the needs of our patients in the Comprehensive Cancer Center.

Plans to raise money include 1 dollar from each ticket sold being donated from the Thursday July 21 Rodeo Performance ,  make sure you wear your pink shirt!  Plus, weve teamed up with new sponsor Swenson and Silacci Flowers to send beautiful pink bouquets to cancer survivors during the month of June with a portion of the proceeds benefitting the TETWP campaign.  Look for pink items in the hospitals gift shop later this year and posters around town talking about this great program.  Rabobank, a loyal Rodeo sponsor, is the Thursday night presenting sponsor and will publicize the Tough Enough to Wear Pink program on screens in their bank lobbies leading up to the Rodeo.

The California Rodeo Salinas started supporting the Wrangler Tough Enough to Wear Pink program in 2005. This year long, western industry wide fundraiser to raise awareness and funds for breast cancer research kicked off at the Wrangler National Finals Rodeo in Las Vegas in December of 2004.  While pink is not typically associated with rough and rugged cowboys and cowgirls, this program has been a phenomenal success. In December of 2010, Wrangler Tough Enough to Wear Pink Night was celebrated at the Wrangler National Finals with a check presentation of 9.75 million dollars…the total raised collectively by rodeos involved in the program since its inception almost 7 years ago.  The money earned impacts local organizations of the rodeos choice.. since 2005, the California Rodeo Salinas Association donated over 40,000 dollars to the Breast Cancer Assistance Group of the Monterey Peninsula. Check regularly to learn about new fundraising ideas or to become a sponsor and support this cause.

About California Rodeo Salinas
The California Rodeo Salinas will take place July 21 through 24, 2011. The California Rodeo Association is a non-profit organization that strives to preserve and promote the traditions of the California Rodeo Salinas and the West. We support the community and other non profit organizations through the staging of the annual California Rodeo Salinas and other year round operations of the Salinas Sports Complex. Through donation of our facility, vending and fundraising opportunities during Rodeo and other events, the California Rodeo Association returns over 200,000 dollars annually to local non profits. For more information about the California Rodeo Salinas, log on to or call the California Rodeo Office at 831.775.3100.