If you go
Pink Jams, featuring Justin Trawick and Memphis 59
Where: Clarendon Ballroom, 3185 Wilson Blvd., Arlington
When: Nov. 18; doors open at 6 p.m., show starts at 7:30 p.m.
Info: $15; pinkjamsdc.com
From tragedy came inspiration, and thus Pink Jams was born. Alexandria resident Christa Floresca lost a close friend to breast cancer two years ago. While any such loss would be difficult to accept, Floresca especially was alarmed by how old her friend was at the time — 35, Floresca’s age now.
“I always thought that breast cancer was the kind of thing my mom’s generation or my grandmother’s generation [had],” Floresca said. “Nothing [anyone] at my age should have to think about.”
With her friend’s memory in mind, Floresca debuted Pink Jams during the summer, a series of fundraising events. The goal is to raise $10,000 for the Avon Walk for Breast Cancer, which takes place May 1-2, 2010, in Washington.
This Wednesday is one of Pink Jams’ biggest events — a concert at the Clarendon Ballroom in Arlington featuring local acts Justin Trawick and Memphis 59.
In addition to raising money, Floresca wants to draw in a younger crowd and drive home the fact that breast cancer is a disease that doesn’t discriminate based on age.
“I founded Pink Jams because I wanted to reach out to the community and talk about breast cancer awareness for people who were younger than the 40-line,” said Floresca, who is a Montgomery County native and vice president of development of for the Bill of Rights Institute. “I needed to figure out how to engage a younger crowd with something that they would enjoy doing. That’s where the live music comes in, and I combine that with social events and fashion and art and the things that make this city fun and exciting.”
Making a conversation about breast cancer more accessible was another goal for Floresca.
“I can raise breast cancer awareness by not making it so somber and so serious, but do it in a way that is really kind of comfortable for a younger group,” she added.
When Floresca approached Trawick and Memphis 59 to perform at Pink Jams, the two acts were on board in full.
“We’ve always been involved with charities in some form,” Memphis 59 lead singer Scott Kurt said, who added the band donates a portion of proceeds from CD sales to St. Jude Children’s Research Hospital. “We’re happy to participate and spread the word.”
After the concert Wednesday, Floresca has additional events lined up leading to the walk in May. After that, who knows?
“It feels like what I should be doing,” she said. “What I’m really hoping is to let it get as big as it’s going to get.”
