Rock for a Cure on hiatus


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February 7, 2017 12:00 AM

EVERY ROSE HAS A THORN Bret Michaels entertained the crowd at 2015's Rock for a Cure. This year the event is being postponed, but organizers are tryng to come up with a smaller fundraiser idea for Feb. 25 to hold devoted attendees over until next year. FILE LLS PHOTO

2016 financial hit too big to overcome in 2017

All good things must come to an end, but sometimes they just need to be put on pause.
That’s the case this year with Rock for a Cure, the yearly concert fundraiser put on by I Love Alberta Boobs, that raises money for breast cancer research.
“We took a look at where we were sitting, sponsors-wise and tickets-wise, and frankly it was a lack of sponsors and a massive decline in ticket sales compared to previous years,” said Brandy Schwenk, president of I Love Alberta Boobs.
“After last year, we kind of took a big hit, a big loss, and we didn’t want to see that again because it defeats the purpose of us actually raising and donating money.”
Since 2010, Rock for a Cure has brought in more than $120,000 for Dr. Mackey’s Pre-phase 1 Clinical Trial Unit, which conducts research and develops medications to fight breast cancer.
The concert has also brought in some big name acts like Sebastian Bach, formerly of Skid Row, and Bret Michaels, who sang for 80s’ hair-metal juggernauts Poison, as well as acts like The Art of Dying, which was one of the bands lined up for this year’s show.
Schwenk said the lagging economy is likely the culprit behind low sponsorship and ticket sales, as the event often sold out rapidly when things were booming, and she and her fellow organizers hold no gripes because they recognize the hard times the community is going through.
“People were a lot of more generous then because they actually had a little bit of liquidity, where as now a lot of people are watching every dollar,” she said.
“We understand that, we really do, this community has been amazing supporters of us and we completely understand this is not a great time.” 
Organizers made the call to postpone last month after comparing this year’s numbers with the previous two, and things just didn’t look financially feasible.
Schwenk added she was heartbroken and it wasn’t an easy decision to make, but not all is lost because plans are to go ahead with the concert next year, and I Love Alberta Boobs is looking at smaller fundraising options to replace the 2017 event, which was scheduled for Feb. 25.
One of the ideas being tossed around is a karaoke night that would happen on the same date, called Singing for Boobs, and would work as a mini fundraiser and a way to keep Rock for a Cure in the community’s mind.
“We’re not giving up the fight; our main goal is still the main goal and we still want to raise money to fight this disease and help people who are living with it,” said Schwenk.
“That’s the main reason we cancelled the actual event, we just knew there wouldn’t be anything left over to donate, and that’s not why we’re doing it, we’re not doing this to break even, we’re doing this to make a difference in people’s lives.”
She also wants the public to know I Love Alberta Boobs does bartending and event services, so anyone looking to hire can check out the website at

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