Much can be said about the power of tying your business (or brand) to the community or a charitable cause. The relationship created with your target audience, especially the one in your own community, through a good-will event, is intangible compared to any sales tactic.

Allan Vigil Ford Lincoln recently hosted Soap Box on the South Side, a partnership between the dealership and the Dunwoody Kiwanis Club, in an effort to bring the soap box derby to the South Side of the city.

The event was held at the Allan Vigil Ford Lincoln dealership in Morrow, GA, but brought participants and spectators from multiple states. Because the dealership prides itself on community involvement, it was eager to be a part of this great family sport.

With all proceeds benefiting CURE Childhood Cancer, an Atlanta-based non-profit which funds research for childhood cancers, the event was truly one to be proud of. More than 30 racers and their families were overwhelmed by the hospitality of the dealership and the Allan Vigil Ford Lincoln staff, especially the T-Bird employees, who kept the restaurant open late to ensure everyone had a nice meal.

Jimmie Byers traveled from Tallahassee, FL to watch her grandchildren race in the Derby. Jimmie stated, “My son and I both need new Fords, and because of the generosity of the Allan Vigil Dealership and the kindness of the employees, we will definitely make the 250 mile drive from home to purchase our next vehicles here.”