River Ridge Hosts 7th Annual “I Pink I Can” Breast Cancer Awareness Event

River Ridge Hosts 7th Annual “I Pink I Can” Breast Cancer Awareness Event
Presented in partnership with Centra Cancer Center, the event highlights community support and cancer care initiatives.
LYNCHBURG, Va. — The seventh annual “I Pink I Can” event will be held Saturday, Oct. 4, 2025, as River Ridge partners with the Centra Alan B. Pearson Regional Cancer Center to celebrate a day of community support and awareness.

This gathering serves as a heartfelt tribute to breast cancer survivors, a chance to raise awareness about the disease and a memorial honoring those who have lost their lives to the disease.

“I Pink I Can” will take place from 11 a.m. to 1 p.m., with a special procession beginning at 11:45 a.m. at Center Court where attendees will take two laps around the interior of River Ridge. The first lap honors survivors, while the second lap remembers those who have lost their battle with cancer.

“River Ridge is honored to once again bring the community together for the seventh annual ‘I Pink I Can’ event,” said Melissa Faria, general manager at River Ridge. “It’s a day to celebrate survivors, remember loved ones we’ve lost and stand united in supporting our local cancer center.”

Several other sponsors are offering their support this year, including Seven & James. In honor of Breast Cancer Awareness Month and I Pink I Can, proceeds from sales generated throughout the month of October at Seven & James will be donated directly to the Centra Cancer Fund.

Seven & James, Pacific Life, Henebry’s Jewelers, Chick-fil-A and Zales Contributions include:

Seven & James: 5% of gross profit for the month of October’s sales, up to $1,500
Pacific Life: $1,500 contribution toward event T-shirts, included in the swag bags available for purchase
Henebry’s Jewelers: Exquisite Ladies’ Heart Pendant Necklace valued at $798, featured in a special raffle
Chick-fil-A: 50% of sales from Frosted Strawberry Lemonades and Strawberry Milkshakes during the event will be donated to the Centra Cancer Center
Zales: $200 earring and necklace set, also featured in the raffle

WFXR has also sponsored Pink Ribbon Swag Bags, the proceeds of which will go to the Centra Cancer Fund. Your gifts bring hope and support to patients, families and the communities served by the Oncology Service Line. Thanks to the generosity of donors, patients receive comprehensive care at every stage of their journey.
Attendees can purchase a limited number of bags for $15 each (cash only) which include:

“I Pink I Can” t-shirt, courtesy of Pacific Life
AquaZoo admit one passes
$10 gift card to Papa Gallo
$10 gift voucher to Penelope
40 oz. Pink River Ridge Tumbler
Pink beads
Bracelets
Other breast cancer awareness merchandise and goodies

100% of proceeds from the purchase of swag bags will benefit the Centra Alan B. Pearson Regional Cancer Center.
Attendees can also look forward to the following activities during “I Pink I Can”:

The opening event, led by Live Move Be
A bagpipe performance by Lee Knighting
Bra pong
Pink Ribbon cornhole
Pink Ribbon trees, located near the fireplace in Center Court, where guests can write messages of hope and support for loved ones affected by breast cancer on ribbons provided and display them on the tree
Free giveaways: pink party necklaces, pink ribbon pins and more to help guests get into the spirit of pink

For more information, please visit the River Ridge website.

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About River Ridge   

River Ridge is Lynchburg, Virginia’s premier shopping, dining and entertainment destination. Following its recent multiyear redevelopment, River Ridge has brought exciting new retail, dining and entertainment options to the property. Located off the region’s two major highways, Routes 29 and 460, River Ridge is solely owned by Liberty University and managed by JLL. For more information, visit www.shopriverridgemall.com.   

About JLL

For over 200 years, JLL (NYSE: JLL), a leading global commercial real estate and investment management company, has helped clients buy, build, occupy, manage and invest in a variety of commercial, industrial, hotel, residential and retail properties. A Fortune 500® company with annual revenue of $23.4 billion and operations in over 80 countries around the world, our more than 112,000 employees bring the power of a global platform combined with local expertise. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAYSM. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit jll.com.