Lighting Up Hope
by Warren L. Maye
NEW YORK, Dec. 2, 2024 — The holiday season has arrived, bringing with it a tradition as recognizable as the iconic Empire State Building: The Salvation Army’s red kettle. The beloved New York City landmark has appeared in countless movies, shows, and magazines over the years. On Monday, the skyscraper was lit up in Salvation Army red and white.
At the heart of the event was The Salvation Army red kettle, which represents the Army’s largest annual fundraising campaign. In 2023 alone, the campaign raised over $104 million to support various programs such as soup kitchens that provide warm meals to those in need, food pantries that distribute groceries to families facing food insecurity, and homeless shelters offering safe havens for individuals and families without a place to stay.
To put a spotlight on the kettle campaign on the eve of GivingTuesday (the Tuesday following Thanksgiving, when people are encouraged to donate to nonprofits), the Empire State Building was illuminated with striking red lights complemented by white fins.
Commissioner Kenneth G. Hodder, who serves as the national commander of The Salvation Army USA, stepped up to a podium in the lobby. “Today is a day when icons meet,” he said. “We are here at the Empire State Building, an American icon for one of the world’s greatest cities. So, we are bringing together that icon with the icon of The Salvation Army Christmas kettle, which offers hope and opportunity to people around the world.”
Commissioner Hodder expressed heartfelt gratitude on behalf of everyone at The Salvation Army for all those gathered on what he described as an “exceptionally significant day” in the organization’s history. “This kettle stands not just as a collection point but also embodies hope and opportunity for countless individuals across various communities; it assists over 27 million people annually right here in America alone.”
None of these achievements would be possible, he said, without generous contributions from compassionate Americans who choose to support the Army’s mission to provide essential food supplies and shelter, as well as numerous other programs. These programs are designed to address issues such as drug addiction, recovery services, youth initiatives, and much more. The Christmas kettle symbolizes these collective efforts aimed at uplifting lives during challenging times.
The day’s festive event also featured Carlos and Alexa PenaVega, two beloved entertainment figures who shared their testimonies with an enthusiastic audience and flipped the ceremonial switch to light up the building.
Firsthand witnesses
“When I was a child, my entire home was actually furnished with Salvation Army thrift store finds,” Alexa said. “And our wardrobe came from there as well. [The Army] has been there for our family.”
She continued, “And we have had the opportunity to volunteer with the Army a lot when disaster struck in our backyard in Lahaina.” The couple moved to the town on the Hawaiian island of Maui in 2017, but devastating wildfires destroyed much of Lahaina in 2023.
Carlos chimed in to say how impressed both he and Alexa have been while witnessing firsthand the incredible work that happens within communities through Salvation Army initiatives. “These guys are the real deal,” he said. “We stand behind The Salvation Army 100%. We’re excited that we’re kicking off this holiday season here, lighting up the Empire State Building. So, please go make your donations to the red kettle and help your community out!”
An unforgettable moment
After the ceremony, a small but enthusiastic Salvation Army delegation made their way up via elevator to the observation deck. They had the unique opportunity to take turns ringing the familiar Salvation Army bell, standing next to a kettle positioned perfectly to overlook the New York City skyline.
The view was nothing short of spectacular, with twinkling city lights and towering skyscrapers creating an unforgettable backdrop.
As tourists and Salvationists gathered on the deck experienced this time together, many felt inspired by the beauty surrounding them and the spirit of giving represented by their individual contributions of dollars and coins to the kettle. This act of generosity became not just a charitable gesture but also a pinnacle experience, a moment filled with community spirit, holiday cheer, and smiles of joy.
