Fordham Rd. BID paints itself pink

The Fordham Road Business Improvement District is going pink.

As part of National Breast Cancer Awareness Month, and specifically as a tribute to the seventh annual Making Strides Walk happening on Sunday, October 17 at Orchard Beach, the BID will be turning Fordham Road pink for the entire month of October.

The kickoff event for this effort will be the networking event the BID is holding at Applebee’s on Third Avenue, in Fordham Plaza. The dinner is happening on Wednesday, October 13, and Daniel Bernstein, deputy executive director of the BID, said that all the business owners from the area will brainstorm ways they can give to the worthy cause of breast cancer research.

“The Applebee’s event is really the big effort,” explained Bernstein.

The BID itself is a team-leader in the walk, and hopes to raise a large chunk of change. “We’re asking friends to really donate to the cause,” Bernstein said.

Friends are doing so.

Stores all down Fordham Road will participate by selling breast cancer donor cards. The cards cost a minimum donation, but shoppers can give however much they like, and then the donor signs the card and watches it go up on display.

“We’ve really encouraged business owners to raise money for the cause,” Bernstein said.

“Some of them have agreed to sell the donor cards, others say they’re going to put lots of pink items in their windows.”

The BID is using a variety of ways to promote its pink-over. For one thing, the web site,, has turned pink. Bernstein wants the BID to do even more in years to come.

“We are promoting fitness and health in the borough.”

They’re beginning that effort right away: on Thursday, October 7, they’ll give free mammograms at Bryant Park, in conjunction with St. Barnabas.

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