Eight years in, Soul Shine still starts with community

Raising money and awareness for ALS, 2025 event scheduled for July 12

By Finley Timon EDITORIAL INTERN

Soul Shine has taken many forms—first a thank-you party, it transformed into a collaboration with Music in the Mountains, then a community bike ride on top of that and now a throwback to the old Big Sky Country Fair. But its purpose has remained the same.

“Support those living with ALS,” said Jackie Robin, co-founder of Big Sky Soul Shine Inc., the nonprofit created in 2024 alongside Tracy Jacobson and Lauren Jackson to honor her late husband, Mark Robin

Mark, who co-founded the Hungry Moose Market and Deli with Jackie, was diagnosed with Amyotrophic Lateral Sclerosis in 2016. He lost his battle the following year, just months after the first Soul Shine was held in his honor. Since then, the event has grown into an annual celebration of life and a fundraiser for families affected by ALS.

This year’s event will take place Saturday, July 12, from 3 to 8 p.m. at Len Hill Park. Admission is free and open to all. Carnival games, Inflatables, dunk tank, face painting, lawn games, a mechanical bull and photo booth run from 3 to 6 p.m., swing dance lessons begin at 6 p.m., and food and beverage vendors will be available throughout. Music will feature Lauren Jackson & Brian Stumpf, Scratchin’ Gravel and Neon Rainbow. A large tent at the center of the park will serve as the welcome and donation area, where guests can learn more and pick up a wristband for the day’s activities.

Soul Shine has helped several families over the years, including the Bertelsons. Eric Bertelson was a beloved community member and father who passed away from ALS in 2022. His legacy helped inspire Soul Shine’s continued mission.

“There have been kind of different phases of Soul Shine,” said Jacobson, a longtime friend of the Robin family and current board member. “It started off as a thank you and a celebration, and then turned into more of a… well, then it turned more into a celebration of life for Mark, and then of course Eric on top of that. And now it’s evolved into… just awareness and fundraising and a thank you.”

Since 2017, Soul Shine has raised more than $100,000 to support ALS-focused nonprofits. Last year alone, the event raised $26,000—split between Team Gleason and the family of Patrick Shaw, a recent Soul Shine honoree affected by ALS and resident of the nearby community of Island Park, Idaho.

“Patrick had to renovate their entire house… so that he could get in and out with his wheelchair,” Robin said. “Big Sky got to give Patrick Shaw of Island Park a Big Sky Soul Shine hug. His message is: love your friends, love your family, keep the vibe high. And enjoy every day.”

From 2017 to 2023, The Hungry Moose and the Robin family covered all event costs, allowing every dollar raised to support those with ALS. Now a nonprofit, Soul Shine relies on sponsors so that all proceeds continue going directly to families affected by ALS.

“It could’ve ended a long time ago,” Robin said. “But there’s something about this community… they just keep showing up.”

Robin said fundraising remains important, but the true focus has been, and always will be something bigger.

“The focus of our event is not really the fundraising,” she said. “It is the celebration of our community to come together, have fun, keep the vibe high while also raising awareness about and funds for those living with ALS, a disease which has now disproportionately affected our community.”

ALS, she added, places a burden on families—physically, emotionally and financially.

“Health insurance does not cover anything relating to what you actually need,” Robin said. “They don’t cover caregiving. They don’t cover any kind of vehicle, ramps or changes to your home.”

Still, the atmosphere at Soul Shine is a positive one.

“It’s open. It’s free. It’s joyful,” she said. “Even if you’ve never been affected by ALS, you can still feel something here.”

That joyful spirit, Robin said, is what brings her back year after year.

“Mark would’ve loved this,” she said. “That’s all I think. He would’ve loved it.”

Jacobson agreed. “It’s not just about ALS,” she said. “It’s about being together. It’s about being joyful, even when you’ve gone through something hard.”

Voluntary donations will be accepted at the July 12 event. Wristbands will be handed out upon entry, though no contribution is required to participate. Merchandise will be available for sale and a Big Sky Resort ski pass will be raffled off—along with other items.

Soul Shine is a celebration of community first, Robin said, and a fundraiser second. But its impact continues to grow.

“Every time I think we’ve reached the end of it, someone new steps in and says, ‘What can I do?’” she said.

To learn more visit Big Sky Soul Shine online or to get involved, visit Volunteer Big Sky.