On Saturday, September 19, the parking lot outside Urban South Brewery in New Orleans will transform into something between a stadium tailgate and a neighborhood block party. There will be bounce houses and inflatable games for the kids. Football will blaze across big screens. The Tulane Alumni Band will start the morning, and the Tiger RagTag Marching Band will close out the night. And every pour of a special limited-edition beer will funnel money directly into pediatric cancer research at Manning Family Children's hospital.
This is Tailgating for a Cure, the third annual Tailgate Fest hosted by Urban South, the largest craft brewery in New Orleans. It's a day designed for families: kids in the dedicated Kid Zone with an art station, adults testing their throwing arms in the Paradise Park Challenge where tossing footballs through a giant can of Paradise Park can win a year of free beer, and everyone settling in for two marquee college football games — Tulane versus Kansas State at 11 a.m., then LSU versus Ole Miss at 6 p.m. Between games, local live music keeps the energy humming. But beneath the bounce houses and the beer lies a serious mission.
September is Pediatric Cancer Awareness Month, and the event exists to help the Center for Cancer and Blood Disorders at Manning Family Children's, the nonprofit hospital that treats more Louisiana kids with cancer than all other facilities combined. Each year, the center cares for more than 1,100 children. It has the largest group of hematology and oncology physicians and nurses dedicated exclusively to pediatrics in the entire Gulf South, supported by a medical staff of over 200 pediatric specialists. And it is the only place in Louisiana with an approved, dedicated hematology/oncology fellowship training program — a hub where the region's next generation of pediatric cancer specialists learn their craft.
The cause is personal to Urban South's co-founder and president, Jacob Landry. When the brewery launched in 2016, Landry and co-founder Kyle Huling set out to build something that reflected the creativity and welcoming spirit of New Orleans. Ten years later, the brewery has expanded distribution into five states, created more than 85 local jobs, and donated over a million dollars in retail value of beer to community organizations. Tailgate Fest sits at the heart of that mission. As Landry put it when the brewery celebrated its tenth anniversary: "From the start, we wanted Urban South to reflect the creativity, welcoming spirit and community of New Orleans." That community ethos is exactly what powers this event.
The partnership between Urban South and the hospital began two years ago, when the first Tailgate Fest raised funds for the cancer center. By the second year, the event had grown to include a silent auction, more games, and an Apricot Lager brewed exclusively for the occasion. This year, the brewery is debuting Orange Wheat Winner, a limited-edition beer available only in the taproom during the event, with proceeds going straight to research.
The hospital itself has deep roots in New Orleans and a football connection that runs through the Manning family. Children's Hospital New Orleans opened its doors in 1955, and for seventy years it operated under that name — until February 2025, when it was renamed Manning Family Children's following a "transformational gift" from Archie and Olivia Manning and their sons, Cooper, Peyton, and Eli. The naming marked the first time in the hospital's history that it took on a patron's name. Archie Manning called it the family's "finest hour." In a city where football loyalty usually splits between the Green Wave and the Tigers, the Manning name bridges both worlds — which makes it fitting that a tailgate-themed fundraiser is one of the hospital's signature community events.
For families facing a childhood cancer or blood disorder diagnosis, the center brings together a multidisciplinary team that includes specialists from both LSU Health New Orleans and Tulane University School of Medicine, alongside surgeons, pathologists, radiation oncologists, pediatric pharmacists, child psychologists, and social workers. The idea is that a family shouldn't have to piece together care across town. They find it all under one roof.
Tailgate Fest was designed to bring the broader community into that fight. It's a family-friendly event at a brewery — two words that don't always go together — but Urban South built it deliberately. The Kid Zone keeps little ones entertained while parents enjoy the game-day atmosphere. The Tulane Alumni Band and Tiger RagTag Marching Band ensure both fan bases feel at home. The Paradise Park Challenge adds a playful competition with a year of free beer on the line. And the beer itself, Orange Wheat Winner, is a reason in a glass to support the cause.
The event is sponsored by Marsh McLennan Agency, and it's open to anyone who wants a Saturday out: wear your Green Wave green or your LSU purple and gold, bring the kids, grab a beer, and root for something bigger than football. At the end of the day, this is what it means to live in New Orleans — a city that turns everything into a party, but never forgets the reason for the celebration. Every bounce house, every touchdown, every sip of Orange Wheat Winner is a small step toward a future where fewer children have to fight cancer at all.