The Rivalry The tension and anticipation that permeates the November air of Southern California during rivalry week is palpable. Families, co-workers, and neighbors choose sides. Shades of cardinal, blue, and gold pop up everywhere. Flags are raised on homes and attached to vehicles. Verbal jabs are hurled across kitchen tables and offices. There is no middle ground. You’re either a Trojan or a Bruin. But the divide has been softening. Two years ago US Storage Centers and Kure It launched a new initiative: Rivals United for a Kure. The concept brings members of the USC and UCLA communities together to fight cancer. To date, Rivals United has raised over half a million dollars. The proceeds were split down the middle each year and presented to UCLA’s Jonsson Comprehensive Cancer Center and USC’s Norris Comprehensive Cancer Center. Both medical centers are among the top in the nation and they’re just a few miles apart. The research they’re conducting is translational, meaning that the discoveries are being translated from the bench to the clinic. Trojans and Bruins are currently raising funds through crowdfunding and ticket sales to the 2014 Rivals United for a Kure Gala which will be held at the new City Club Los Angeles. Rivals United T-Shirts are also available for purchase online. The tees feature the phrases: “USC Sucks – But Cancer Sucks More”, or “UCLA Sucks – But Cancer Sucks More”. 100% of these proceeds support underfunded cancer research at the UCLA Jonsson and USC Norris Comprehensive Cancer Centers. Rivals Unite USC and UCLA’s annual matchup on the gridiron boasts a rich history of legends and lore. Games are remembered for everything from last-minute touchdowns to measles. It was only a matter of time before someone would chronicle the storied cross-town rivalry on the big screen, and filmmaker Jack Baric (a USC alum) took on the challenge. During filming, it became clear that there was an opportunity to form a charitable component to one of the country’s biggest college rivalries. Paul McDonald, the All-American who led the Trojans to a championship in 1978, suggested teaming up with his friend Barry Hoeven, founder of US Storage Centers and Kure It. In 1998, Hoeven was diagnosed with kidney cancer. He soon learned that there was a severe lack of funding for several types of cancer, many of them orphaned in research. Driven by the same entrepreneurial spirit that helped him create and develop one of the largest self-storage companies in the country, Hoeven and his family established Kure It to raise money for innovative cancer research. Hoeven, a USC grad, embraced the idea of uniting the USC and UCLA communities in the fight against cancer. Friends and colleagues, many of whom had been touched by cancer themselves, rallied around a new cause and Rivals United for a Kure began to take shape. Former Bruin star quarterback Matt Stevens, color analyst for UCLA’s football coverage and a cancer survivor himself, soon joined the team to lead the Bruins once again. A city divided became a city united against a common adversary. Rivals United Efforts For its signature event in November 2012, Rivals United held a gala and film premiere at the Nokia Theatre in downtown Los Angeles for “A City Divided”, Baric’s documentary. The glitzy affair featured legendary coaches John Robinson (USC), Terry Donahue (UCLA), and several former USC and UCLA football stars. Cheerleaders from UCLA and Joe Bruin, UCLA’s mascot, joined in the festivities. The following year, rivals convened at Vibiana, a former Cathedral in downtown Los Angeles that has since been remodeled as an event venue. Several honorees participated in rousing introductions honoring legendary Coaches John Robinson and Terry Donahue. Rodney Peete, former star quarterback for USC, reaffirmed that he indeed had the measles during the week leading up the 1998 rivalry game. He led the Trojans to a victory that day fueling conspiracy theories that a clever ruse had been perpetrated. In perhaps the most touching moment of the evening, Gary Beban—UCLA’s sole recipient of the Heisman Trophy—shared an emotionally packed message about his son’s battle with cancer and the importance of the work being undertaken by Rivals United and the doctors and USC and UCLA. 2013 Grant Research The first year of grants to USC and UCLA’s comprehensive cancer centers included research into circulating tumor cells; new treatments for prostate cancer, the results of which could potentially help patients with breast and ovarian cancer; research into cures for lung cancer; and research into bone and soft tissue cancers that usually occur in adolescences. 2014 Grant Research Earlier this year, grant money was awarded to USC and UCLA doctors for research into designing targeted approaches for liposarcomas; treatment for patients with metastatic melanoma; identification of potential drug targets for head and neck squamous cell carcinoma; and comprehensive genomic assessment--using next generation sequencing technologies--of the germ line and tumor genomes of young adult patients with cancer. Please click the button below to make a donation to Rivals United for a Kure 2014.
