A Grassroots Program That Continues to Grow

The fundraising effort was driven through Ascend Hospitality's signature Community Cocktail Program, a seasonal initiative that has evolved significantly since its inception several years ago. "Our Community Cocktail Program actually started back before COVID," said Toby Sweeney, Owner and Operator of Ascend Hospitality. "We put a cocktail on the menu, donated all of the proceeds, and from there the program just continued to grow into something much bigger."

What began as a single charitable cocktail has become a powerful platform for community engagement. Each year, one local nonprofit organization is selected to be featured from Memorial Day Weekend through Labor Day Weekend, with proceeds from designated cocktails benefiting the chosen cause. "Over the years, it has become a way for us to really use our platform to support a local grassroots nonprofit, not just by raising money, but by giving them exposure and getting our staff and guests connected to what they are doing right here in our community," Sweeney said. "It was our absolute humble honor to raise money for Brody’s Crew this year. Their initiative was born out of such an unimaginable challenge and immense pain. To be able to turn that into a purpose and take that experience forward to support others is an act of courage many will never understand. Offering even a tiny sliver of energy pushing that initiative forward is our ultimate privilege." 

Craft Cocktails with a Purpose

A major factor behind the program's continued success is the creativity of Beverage Manager Emma Cohen, whose rotating lineup of handcrafted cocktails keeps guests engaged throughout the summer.

"A huge part of that is our Beverage Manager, Emma Cohen, who is incredibly talented at creating craft cocktails," said Sweeney. "Instead of having one drink all summer, the cocktail now changes every week or so. Our bartenders are trained to execute each one perfectly, and talking about the Community Cocktail is part of our service every day."

The approach creates opportunities for meaningful conversations between staff and guests, helping raise awareness about the featured nonprofit while encouraging community participation.

"I love that because it gives our staff a chance to talk about the organization and why we're supporting them, and it gives our guests a chance to feel connected to it too," Sweeney added.

Record-Breaking Results for Brody's Crew

The 2026 season marked the most successful year yet for the Community Cocktail Program. "Every year we seem to raise a little more, and this year we hit a record amount," said Sweeney. The funds raised will help Brody's Crew continue its mission of providing emotional, practical, and financial support to families facing the unimaginable challenges that come with a childhood cancer diagnosis.