TOWN Residential, a luxury real estate services firm, participated in the ALS Ice Bucket Challenge to raise funds and awareness for ALS research.
Amyotrophic lateral sclerosis, or ALS, is a progressive neurodegenerative disease that affects nerve cells in both the brain and spinal cord.
The ALS Ice Bucket challenge began in Massachusetts with former Boston College baseball player Pete Frates. Frates, who was diagnosed with the disease in 2012, poured a bucket of ice water over his head and challenged friends and family members to do the same within 24 hours or donate $100 to ALS research. Through social media, the initiative quickly went viral.
Jeff Appel, president and COO of TOWN Residential, was challenged by Brett Solomon, leasing coordinator of TOWN Residential’s Upper East Side office. Appel accepted with a counter challenge to the firm’s management team.
More than 15 of the firm’s management met on August 14, 2014 on the rooftop of TOWN West Village, located at 446 West 14th Street. Upon completion, they in-turn challenged Wendy Maitland, president of Sales, TOWN Residential. Maitland has accepted and pre-emptively challenged the TOWN Residential agents to join in this important cause. Their challenge will take place on August 15, 2014.
Joseph Sitt, co-Founder, chairman and CEO of TOWN Residential has pledged a $100 donation per each TOWN agent or staff member that participates in the challenge.
“It has been truly amazing to watch how the ALS Ice Bucket Challenge has swept the nation and also has, most importantly, shed an important light on this disease,” said Sitt. “We are proud to support this great cause and do our part in helping researchers in their efforts to find a cure.”
“Social media is a powerful platform for engagement and participation in issues that impact our community. We are proud to take part in the ALS Ice Bucket Challenge and dedicate TOWN Residential’s social channels to this important initiative,” said Appel.