SKIN 11 Melanoma Benefit to Raise Funds for Skin Cancer Research

During a routine dermatological exam in 2006, George Stager III learned that he had melanoma — and he became determined to turn his experience with cancer into something positive. Thus was born SKIN: A Melanoma Benefit, an annual fundraiser for the Barbara Ann Karmanos Cancer Institute.

On Saturday, Stager will reunite with co-host Royda Urey, president and CEO of Valiant Public Relations and Events, for SKIN 11 at Birmingham's newest restaurant, Barrio Tacos & Tequila. The event will feature a fashion show and silent auction, the proceeds from which will benefit cancer research.

“When you hear you have cancer, your first instinct is to ask, ‘Why me?’ ” said Stager, an advertising director for Patch who also runs his own event planning and marketing business, GS3 PRODUCTIONS!, based in Troy.

“Thankfully, my melanoma was caught early," he said. "But it spurred me to create an event that would both draw attention to and raise awareness of skin cancer.”

The event will kick off at 8:30 p.m. at Barrio, located on Hamiton Row next to the . An after-party will immediately follow at with DJ John Larson.

The live fashion show will feature designs from Moda Repeat, a high-end consignment and resale shop in Macomb Township. Hair and makeup will be provided by stylists from HB Salon and Lisa Glickoff of Astute Artistry.

“All of the models in the show are people who have been affected by melanoma or who know someone who has been affected,” Stager said. “They’re all volunteers helping to raise awareness for the cause.”

The event’s theme is ”The more you show, the more you know,” which Stager asserts is a provocative way to remind people that the more familiar they become with their bodies, the more likely they are to spot something abnormal and get it checked out.

The benefit didn’t happen last year, Stager said, but profits from the SKIN 08 event at Via Nove in Ferndale and the SKIN 09 event at totaled $5,000 — a figure Stager is confident will increase significantly for SKIN 11.

“We’re expecting close to 450 people,” Stager said. “And tickets are still available.”

Tickets may be purchased in advance online or at the door Saturday. VIP tickets cost $50 each and include drinks and a gift bag. General admission costs $25.

Event sponsors include Ambassador Magazine, Vitamin Water and Diamond Vault of Troy, as well as Lamborghini and Bentley of Troy, both of which will have a car on display outside the event.

“The event will have a fun party atmosphere,” Stager said. “There won’t be any long-winded speeches.”

Though the atmosphere will be lively, Stager wants people to remember the reason for the event.

“Melanoma is one of the most deadly cancers but also the most curable when caught early,” he said.