Many Kimco tenants hosted special events in October to raise awareness for breast cancer as part of National Breast Cancer Awareness Month. One tenant taking part in the activities was SouthWest Bicycles, located in our North Valley Shopping Center in Peoria, Az.

SouthWest Bicycles participated in the Trek Women Breast Cancer Awareness ride. Trek dealers nationwide, like SouthWest Bicycles, host the annual event to raise funds for The Breast Cancer Research Foundation and increase awareness about the importance of breast health. Riders cycle a 10- or 25-mile route that starts and ends at their local participating bike shop.

SouthWest Bicycles had a record of 166 riders participating in the event through its shop, and the retailer raised $6,239 for The Breast Cancer Research Foundation. You can see some photos here.

SouthWest Bicycles' Teresa Filleman has led the shop’s participation in the Breast Cancer Awareness ride for the past four years, after surviving her battle with breast cancer. Part of her mission with the event is to give back to the research and development efforts that saved her life, so that future lives can be saved as well.

However, it’s also no secret that supporting good causes is good for business. In the case of SouthWest Bicycles, the Breast Cancer Awareness ride starts and ends at the store. So cyclists can mingle and shop during ride day. SouthWest Bicycles gave all cyclists a 10 percent in-store discount on the day of the ride to drive sales. The event also brought like-minded people together to help form a stronger community around the SouthWest Bicycles brand.

In addition to supporting Trek’s national effort, SouthWest Bicycles got creative at the local level. For example, it raffled off fun souvenirs to cyclists. The prizes were donated by local major sports teams and area businesses, which supports community relations and engagement, raises awareness about the SouthWest Bicycles brand, and networks the store’s leadership with local teams and businesses.

Some raffle prizes included an autographed Arizona Diamondbacks baseball, an autographed Wayne Gretzky Phoenix Coyotes jersey, Phoenix Suns memorabilia, a signed Arizona Cardinals football, an assortment of cycling gear, cycling-themed jewelry, a year-long local gym membership, books, and gift cards to area retailers, among other items.

Good ideas like these can travel far. SouthWest Bicycles was the first bike shop in Arizona to host the ride, but over the past few years, three other area Trek dealers have hosted the event as well. SouthWest Bicycles hopes to continue participating in the Breast Cancer Awareness ride to support everyone who has been touched by breast cancer, while also supporting the local community and increasing its engagement efforts.

This has been an installment of StoreFront, an interview series with leaders of successful retail businesses. For more interviews, visit the StoreFront page. To learn how you can be featured, email us. We’d love to hear from you.