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Starting with a kick-off event at advertising agency Goodby, Silverstein & Partners on September 24th, a group of film directors, production, post production and advertising executives will set off on their bicycles for a six-day, 550 mile ride down the spectacular coastline from San Francisco to Los Angeles. A sister-ride to the annual 650 mile event in the French Alps, Fireflies West 2010 will include riders from Ridley Scott and Associates (the original founders and supporter of the ride), Believe Media, the Mill, Zoic Studios, Humble, Union Editorial, Deutsch and Goodby, Silverstein & Partners to name a few.

In an effort to bring the experience to its fans and supporters, people will be able to track the ride’s progress via the GPS enabled website (www.fireflieswest.com). The site, which will be live in early September, will also provide photo and video blogs to highlight the riders’ experiences en route, where sheer determination is driven by a combination of cycling enthusiasm and a fierce dedication to the cause (while having a little bit of fun of course...)

This year’s proceeds will go to the Comprehensive Cancer Center at City of Hope Hospital, one of the top centers in the nation. City of Hope is a leading research, treatment center dedicated to the prevention, treatment and cure of cancer and other life threatening illnesses guided by a compassionate patient-centered philosophy. Designated as a Comprehensive Cancer Center, the highest honor bestowed by the National Cancer Institute, City of Hope's research and treatment protocols impact care throughout the nation.

Contributions can be made online now www.cityofhope.org/fireflieswest. The goal is to exceed last year’s $50,000.


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