With balloons, carolers and caring canines, Madison Avenue will turn especially festive this Saturday, all in the spirit of charity and the holiday season.
That’s when the Madison Avenue Business Improvement District (BID) stages its 38th annual Miracle on Madison Avenue event to benefit the Society of MSK’s initiatives at MSK Kids, the pediatric program at Memorial Sloan Kettering Cancer Center.
At least 76 stores are participating by donating 20 percent of their sales on the day, or up to $15,000 per store. The event will be held from 10 a.m. to 5 p.m. along Madison Avenue from 57th to 86th streets and on adjoining side streets.
“Having so many brands and stores participating is a testament to how they are working together and contributing together to such an important cause,” said Matthew Bauer, president of the Madison Avenue BID.
Shoppers will be greeted with strolling holiday carolers and the MSK Caring Canines Therapy Dog Team. And with the weather turning cold, Oscar de la Renta, Bucheron, Mackage, Frette and the Carlyle Hotel are providing hot chocolate and other hot drinks, and Tanya Taylor is preparing food, all complimentary.
“They are really extending hospitality inside their stores and out on the sidewalks,” said Bauer.
Also new to the event this year is an outdoor exhibit of unique dresses called “Everyday Is a Holiday,” in partnership with the School of Visual Arts and the BID. Each student designed a dress celebrating a holiday, including some rather obscure occasions. One student, for example, designed a dress for National Skateboard Day; another did one for National Umbrella Day. “It’s all about creating a festive, cheerful mood,” said Bauer. Eighteen or so dresses will be displayed in 8-foot-tall Lucite display cases.
Bauer pointed out that this year 39 businesses opened along Madison Avenue within the BID’s boundaries — including Boucheron, Baudoin & Lange, Delcore, Giorgio Armani, Jimmy Choo, Michael Kors, House of Matouk, and the Memor Museum, which will all participate in the event. Apple, Ralph Lauren and Frette will also be joining in.
To make shopping easier and fun, stores will display “miracle” gifts and people can follow the blue and white balloons to shop in participating stores and businesses. Those unable to attend the event can make a purchase at one of the participating stores to support the Society of MSK by calling or emailing that retailer’s Miracle Personal Shopper listed on the Madison Avenue BID website.
The Society of MSK has been the beneficiary of the event for 13 consecutive years. The organization was founded in 1946 to raise funds for patient care. The volunteer organization is dedicated to promoting the well-being of patients, supporting cancer research and providing public education on the prevention, early detection and treatment of cancer. Memorial Sloan Kettering Cancer Center is considered a world leader in patient care, research and education.
The BID is a partnership of property owners, merchants, residents and elected officials working to continually enhance the community and its appeal to visitors.
