Pink Elevator for Breast Cancer Awareness Running at The Griswold Project

  • May 3, 2016

DETROIT, Mich. – A high-profile project in downtown Detroit is getting recognition for its bright pink elevators benefiting a good cause.

Walbridge has partnered with Metro Elevator Co. Inc. to launch Metro’s 10th installment of the “Ride the Pink Elevator” campaign at The Griswold, 150 Michigan Ave. in Detroit. It is the first Pink Elevator in Detroit.

The immediately recognizable, bright elevators raise money for Susan G. Komen Foundation for breast cancer research as well as helping many local organizations assisting breast cancer patients. The elevator will continue to operate into early 2017 as work continues on The Griswold, an 80-unit complex built atop an existing 10-story parking and retail structure.

“The Griswold is a high-profile project on one of Detroit’s busiest corners,” John Rakolta, Jr., Chairman and CEO of Walbridge, said. “During our 100-year history, we’ve installed plenty of elevators. This pink elevator, and what it symbolizes, is drawing a lot of attention. We’re proud and excited to be a part of this campaign to save lives and end breast cancer forever.”

Nearly $15,000 was raised during a reception celebrating the elevator on Tuesday, April 26. The event and a special welcoming on Wednesday, April 27, were led by Michigan first lady Sue Snyder, who is a survivor of breast cancer.

Metro Elevators has had three other “Ride the Pink Elevator” campaigns in Ann Arbor, Grand Rapids and at Central Michigan University, which raised more than $30,000.

Donations make a major difference locally, with 75 percent of the money staying in the local area and 25 percent going to research.

The pink elevator has received much attention from passersby as well as news media, including the Detroit News and WDIV-TV Channel 4.