From the Nominator

Perched above one of America’s best surfing breaks—Black’s Beach—UC San Diego has a robust surfing history dating back nearly to the campus’s inception. And as one of the top surfing colleges in the nation, according to Surfer magazine, it is only fitting that one of our largest and longest-lived fundraising events is centered on Southern California surf culture. For 27 years, our annual Luau & Legends of Surfing Invitational benefiting Moores Cancer Center at UC San Diego Health has been part of our campus community’s tradition. Featuring a surf competition and luau lunch, the event has offered an opportunity for attendees to socialize with legends of the surfing world, from the late Rell Sunn to Rob Machado.

But as California’s March 2020 stay-at-home orders as a result of COVID-19 extended into the summer, we knew we needed to reimagine what this event would look like. From an in-person event focused on community to finding ways to build a virtual event, this year’s Luau posed unique challenges, as well as new opportunities. By maintaining key elements of the program—including the presentation of the Rell Sunn Award to someone who has made a difference in the battle against cancer and embodies the aloha spirit, an impact video featuring grateful patients, and fundraising efforts—and incorporating new traditions, we were able to broaden our audience, and continue our efforts to accelerate cancer research and cures.

From the Judges

Excellent pivot to a virtual event with great outcomes. Creative engagement and marketing efforts for the event.