On August 19th 2009, Holiday Matinee turned 10. We were supposed to blow out candles, pat ourselves on the back and buy a foosball table. But that seemed selfish. So we decided to think bigger. It was our birthday and nothing made us happier than giving back. So we celebrated by throwing an event that combined doing good and having fun. The W Hotel’s rooftop was the spot and our philanthropic nature benefited Friends of TOMS, a non-profit arm of TOMS Shoes whose mission is to prevent a debilitating disease called Podoconosis. The event was packed and I couldn't think of a better way to celebrate the big 10. TOMS donated 10 pairs of blank canvas shoes in which we curated 10 local artists to design each pair. The installation currently hangs in San Diego's co-working space, The Hive.