SOUTHFIELD — Metro Detroiters celebrated ’til the cows came home at the annual American Cancer Society Cattle Baron’s Ball on Saturday at Cobo Center in Detroit. The gala, presented by Chevrolet generated more than $1.5 million this year to support the mission of the American Cancer Society.
The event was led by honorary chair Tim Mahoney, chief marketing officer for Global Chevrolet and Global GM, whose team brought a herd of 16 life-sized cows to the event for the first-ever Detroit CowParade. The purple cows were placed around town Sept. 15-25 to generate awareness for the event and garner public support for the fight against cancer using #ACSMootown. The cows were auctioned off at the event in the live and silent auctions together with a local artist and will be displayed in Detroit in their finished format in November.
The event also featured live performances by Grammy-nominated country artist Will Hoge, fun activities such as mechanical bull riding, and an exciting live auction, which generated more than $460,000 alone for the event. The live auction featured an array of one-of-a-kind experiences, including a 2015 Corvette Z06 Coupe and Ron Fellows Performance Driving Package, a VIP Super Bowl XLIX experience for two, General Motors exclusive executive experiences, a Tiffany Five-Row Diamond Bangle with a trip to have breakfast at Tiffany’s in New York City and more.
During the program, General Motors, Chevrolet and the GM Foundation received a special National Excellence in Corporate Philanthropy Award for its dedication and ongoing contribution to the mission of the American Cancer Society. This year alone, Chevrolet led a “Purple Roads” campaign that garnered $1 million for the Society, supported the Cattle Baron’s Ball helping to raise another $1 million, and will support the Society’s Making Strides Against Breast Cancer events in October across the nation. Additionally, the GM Foundation made a $100,000 gift directly to the mission of the American Cancer Society at the event.
The program also awarded Plymouth resident, Larry Ott the Society’s prestigious Cowger Leadership Award, the highest honor for an individual bestowed by the organization, for his leadership, contribution, and continued dedication to the event. Ott currently serves on the Cattle Baron’s Ball executive committee as sponsorship chair.