Cliff from MyCityRocks says they are trying get businesses involved in their efforts. Here's an article on this philosophy.

Giving Back and The Value of Strategic Corporate Philanthropy

Our goals are to support corporate members, giving businesses fun ways to get active and visible in their community, involve their employees in philanthropic activities, host corporate functions and celebrations of an exceptional nature, and connect and promote their brand in truly extraordinary ways.

They have already demonstrated a unique draw for consumers. It's going to be interesting to see if businesses respond in a similar way.

If you represent a company that wants to get involved, check out this page:
http://www.mycityrocks.com/corporate.html