NEWARK, N.J. – The streets of downtown Newark were filled with holiday cheer this weekend as 250 local schoolchildren experienced the excitement of shopping for holiday gifts alongside community heroes during United Community Corporation’s (UCC) 4th Annual “Shop with a Hero” campaign.
The event, which was hosted at Prudential Center by UCC in partnership with the City of Newark and the Devils Youth Foundation, has become a cherished event in the city during the holidays. It not only brought joy to children but also fostered meaningful connections between the youth and community’s dedicated public servants. The annual program pairs children with local heroes such as police officers, firefighters, doctors, nurses, EMTs, educators and community leaders.
Each child received a donated $100 gift card to shop for holiday presents and was accompanied by their assigned hero. The program aims to create positive mentorship opportunities while spreading holiday joy and making meaningful memories for both the children and community heroes.
“This year’s Shop with a Hero demonstrated the incredible impact we can make when a community unites with a shared purpose,” said UCC Executive Director Craig Mainor. “Watching children beam with excitement as they shopped alongside our local heroes was a powerful reminder of the importance of creating meaningful connections.”
"The success of UCC’s 4th Annual Shop with a Hero exemplifies the extraordinary power of our community coming together during the holidays,” said UCC Director of Community Engagement Alena Minatee. “This initiative not only helps create joyful memories for our youth, but it also supports and inspires children to see the impact they can make in their community when spending the day with a local hero. Shop with a Hero goes beyond giving gifts. It nurtures the potential of the children in our community."
Since its inception in 2021, Shop with a Hero has expanded to reach 250 local children and their families, taking the festive gathering to new heights. Initially held in the Newark City Hall Rotunda, the inaugural event provided a memorable holiday experience for 100 children.
In 2023, UCC’s partnership with the Devils Youth Foundation helped move the event to Prudential Center, expanding the event’s festivities for the children, their families and the heroes. This partnership brought the annual initiative back to Prudential Center for this year’s campaign to continue bringing joy and lifelong memories for youth around Newark.
“The Devils Youth Foundation is thrilled to host and sponsor this year’s Shop with a Hero event, a program that truly embodies the power of community and the spirit of the holidays,” said Devils Youth Foundation Executive Director Kate Whitman Annis. “By bringing together first responders, community leaders, and our local youth, we hope to create joyful moments and lasting memories for children and families in Newark. Supporting initiatives like this is at the heart of our mission to uplift and inspire the next generation, especially during such a meaningful time of year.”
The festivities at this year’s event began with a warm welcome at Prudential Center where attendees enjoyed music by DJ R.A. Rob Alavarez, snacks and inspiring messages from community leaders. After being paired with their heroes, the children shopped at local businesses along Broad and Market streets.
The campaign also exemplified the spirit of unity and giving that defines the city. City of Newark leaders have been steadfast supporters of the initiative and recognize its profound impact on the community during the holidays.
“This annual event is much more than an act of charity for the city and our many generous partners,” said Newark Mayor Ras Baraka. “It is concrete affirmation that these children and their families are cherished by our community and belong here with us. It is also an important opportunity to form a trusting relationship with public safety professionals and other employees, trained to offer help when it is needed. I am grateful to the sponsors and volunteers who have committed themselves to creating happy memories and a sense of value and inclusion that could last a lifetime.”
“This important event would not be possible without the support of many diverse partners from the private, public and nonprofit sectors,” said Newark Deputy Mayor Jacqueline Quiles-Mercado. “Their efforts show the true spirit of both Newark and this holiday season. I thank them for their hard work.”
In addition to the gifts children receive, Shop with a Hero provides a vital opportunity for youth and community officials to connect. This engagement helps local authorities, firefighters and other first responders to strengthen bonds with Newark residents, especially the youth. By shopping side by side with children, these local heroes break down barriers and build trust in a relaxed, joyful setting.
“I am pleased to participate in the 4th Annual Shop with a Hero event alongside Chief of Police Sharonda Morris,” said Newark Public Safety Director Emanuel Miranda. “It warms the heart of each Newark first responder—whether police, firefighters, or members of the Office of Emergency Management—to not only join our city’s young people as they shop for a holiday gift of their choice but also to spend quality time getting to know them and their parents. We thank UCC for establishing this fun-filled event to help the Newark Department of Public Safety put smiles on the faces of Newark families.”
The city public safety director’s sentiments were echoed by other local authorities, including New Jersey Institute of Technology (NJIT) Department of Public Safety’s Lt. Raheem Denson.
“One of our department’s core driving points is ‘community.’ It’s a blessing to bring smiles to people’s faces, especially children,” said Denson. “I’m personally from Newark and being a part of this department allows me and others to give back to the community. To be able to see more and more officers requesting to take part in this event means so much.”
Following their shopping spree, each child returned to Prudential Center where they received additional gifts, books and a bag of groceries, ensuring that the celebration extended beyond the day’s festivities. Shop with a Hero continues to grow as a pillar of holiday tradition in Newark. UCC and its partners remain committed to making a difference in the lives of children and families, demonstrating the true spirit of the season: giving, connecting, and celebrating together.
This year’s Shop with a Hero was made possible by partners and supporters: Wellpoint; Devils Youth Foundation; Church of Latter-Day Saints; RWJBarnabas Health; McKinsey & Company; Peapack Private; City of Newark; Deputy Mayor Mercado-Quiles; Newark Council President C. Lawrence Crump; Council Member-At-Large Carlos M. Gonzalez; 7TH & Madison Extensions of Empowerment; and 7TH & Madison Cares.
“We created ‘Shop with a Hero’ to bring joy into the lives of the children that participate, give some assistance to their parents and recognize the work of our local heroes. The event gives children a chance to shop and interact with a hero who volunteered their time. I cannot thank our heroes enough who volunteered and our donors whose contributions made this possible. A very special thank you to the UCC staff, volunteers and board of directors whose selflessness made this event happen”
- John Jewell, UCC Board Chair
“We support the United Community Corporation and all the things they do to help the people of Essex County and in the City of Newark, especially during the holiday season. It can be really challenging for families to be able to provide gifts and necessary items for their kids. Shop with a Hero gives us a chance to take the kids through the downtown so they can pick out the things that they want to have this holiday season. It helps to address yet another need for people in the community”
- Patrick Fox, President of Wellpoint New Jersey
“UCC’s Shop with a Hero program is a shining example of the strength of community spirit during the holiday season. Supporting this initiative was an easy decision because it ensures that hundreds of local children experience joy, hope, and care during this special time of year. Programs like these not only make a meaningful difference in the lives of families but also build lasting connections between our community and the heroes who serve it”
- Carlos Gonzalez, Newark City Council Member At-Large
“Peapack Private was proud to once again support United Community Corporation’s Shop with a Hero event. The Bank values its partnership with UCC in bringing joy to Newark’s youth during the holiday season through financial support and mentorship. Shop with a Hero is invaluable in providing holiday cheer to children and families, offering them the opportunity to connect with community leaders and role models, and in turn, fostering respect and inspiration”
- Peapack Private representatives
“’Light the World’ is an invitation to transform the world during the holiday season by following the example of Jesus Christ. When we look outside of ourselves and look instead for ways to bless communities, we touch the hearts and the lives of others. In doing so, we bless the most vulnerable among us. That is exactly what UCC is doing, and The Church of Jesus Christ of Latter-Day Saints is honored to serve alongside UCC, its volunteers and other organizations who seek to spread joy, peace, and light this holiday season”
- Juan Almeida, Liberty Park New Jersey Stake President
“All heroes don’t wear capes. The City of Newark is very fortunate to have organizations like United Community Corporation that spread joy and love to the youth in our community. Congratulations and thank you to all of the sponsors, first responders, educators, community leaders and other heroes that will help the children shop for holidays”
- C. Lawrence Crump, Newark City Council President
“Having the opportunity to not only contribute to the event but to walk alongside these children as they experience the joy of holiday giving is a powerful way for my colleagues and me to support the Newark community and foster lasting connections with our youth. Partnering with UCC for this event reflects RWJBarnabas Health’s ongoing commitment to health equity and community outreach”
- Balpreet Grewal-Virk, SVP, Community Health at RWJBarnabas Health
“At Munich Airport NJ LLC, we’re proud to support UCC Newark in their Shop with a Hero initiative. It’s a powerful way to give back to our community. The holidays are about more than just giving gifts—they’re about showing local children that they matter and that our community stands behind them. By partnering with UCC Newark, we can help make this season brighter for hundreds of families in need, spreading joy and hope to those who need it most”
- Tahra Friedman, Marketing and Social Media Manager at Munich Airport NJ LLC
“Our McKinsey NJ office is deeply committed to the city of Newark, and we are proud to partner with UCC for initiatives like Shop with a Hero. Supporting hundreds of local children during the holidays reflects our broader mission to strengthen the community through volunteering events, pro-bono efforts and by collaborating with local businesses and organizations. Together, we aim to create meaningful, lasting impact for the people of Newark”
- McKinsey & Company NJ representatives
“Being of service to myself, my family and my community gives me a feeling of being in alignment with God's purpose. That feeling empowers me to accomplish anything"
- Garth Naar, CEO at Avatar Tech LLC
“At 7TH & Madison Cares Inc. and 7TH & Madison Extensions of Empowerment, our mission is to provide comprehensive support services that foster stability, independence, and empowerment for individuals and families. Partnering with UCC for ‘Shop with a Hero’ aligns perfectly with our goal to create opportunities that uplift our community. Initiatives like this are vital in spreading hope and ensuring hundreds of local children experience the joy and support they deserve during the holiday season”
- Tiffany T. Weems, Founder & CEO of 7TH & Madison Cares Inc. and 7TH & Madison Extensions of Empowerment
United Community Corporation
"Moving people from dependency to self-sufficiency"