LA Rams, Salvation Army Team Up for Holiday Shopping Spree in West Hills

By Matthew Robinson.
Special to the San Fernando Valley Sun/el Sol

It’s the season of giving, and the Los Angeles Rams recently joined forces with the Salvation Army to bring holiday cheer to needy families in the San Fernando Valley.

The organizations teamed up to provide a shopping spree for 100 youths served by the Salvation Army at a West Hills Walmart store on Dec. 9. Happy youngsters were paired with various Rams players and staff members from its Community Affairs and Engagement sector, as well as community volunteers. Gift cards valued at $200 were handed to the kids to spend as they wished in the store. After purchasing their gifts, the kids were treated to a meal in the store’s garden section.

The National Football League (NFL) team was coming off a 45-17 road victory over the Arizona Cardinals on Dec. 7, to maintain its grip on first place in the NFC West Division and compete for a premium spot in the upcoming playoffs. Dec. 9 would typically have been an off-day for the players. But a collection of them — from veterans like running back Kyren Williams and defensive end Kobie Turner,  and rookies like defensive tackle Bill Norton — came out to the Valley to meet and shop with the lucky participants selected by the Salvation Army, scoring even more points with the kids (ages 5 to 14) and their parents even if they didn’t always recognize who they were.

That didn’t matter to the players, who seemed quite satisfied to put smiles on the faces of the children and make their holiday season a bit merrier.

“I saw some of the boys’ faces light up when they said, ‘You scored a touchdown yesterday and I am getting to shop with you today,’ said Melinda Lankford, communications and marketing director for the Southern California Division of the Salvation Army.

“These kids come from really hard circumstances, and some of them don’t realize what a normal Christmas looks like,” she said.

Williams and Turner, who are established NFL stars, were the biggest names at the store. But they, like their fellow teammates, made sure the event was not about them but rather the children and their needs. Turner, who was paired with a young lady named Valerie (shopping for blankets and other items that will aid her and her family against the coming cold season), was ever the patient and affable host. He even quipped that Valerie was in the “language of the blankets,” which coaxed a smile and laughter from her. 

Some of the more popular items selected by the children were Marvel Comics board games and action figures, Sticki Rolls (an arts and crafts item), Pokemon items, Squish Mellows by Jazwares, slime-making kits, dolls, video games, blankets and sweaters.

Along with the shopping spree and meal, there were tables with crayons and paper with the team’s mascot, Rampage, for the children to color. Rampage was there in person with the Salvation Army mascot, and also present was  DJ and music producer B Real, providing entertainment.

“These [Rams shopping sprees] are some of my favorite events,” he said. “Growing up in worse circumstances [the families participating], I enjoy seeing the Rams giving back.”

Major Lisa Barnes, a divisional secretary in Los Angeles for the Salvation Army, said she understands what the families who participated in yesterday’s event are going through. Growing up in Las Vegas and then Los Angeles, Barnes endured her share of personal hardships, including foster care and seeing her mother struggle with addiction. What she does for the Salvation Army, Barnes said, is not about her or her past but about having compassion for those in the communities that she serves. 

“I view my life as people mattering more than any task or objective,” she said. “We’re here for people.”

Since 2017, the Rams and the Salvation Army have partnered up to bring these shopping sprees to deserving and needy families across Southern California. And for those past nine years, the San Fernando Valley and other parts of Los Angeles County have endured their fair share of natural disasters (fires and floods) as well as dwindling government programs for food and housing. The chance for the kids to spend some time shopping with professional athletes for a coveted Christmas gift lifted spirits and served as a reminder that caring and support are among the best presents of all.