Our Mission
From those who have stood in harm’s way to protect and defend our homeland, to the first responders and community leaders dedicated to unselfish service at home, our mission at The Morro Group is to recognize, award, and celebrate these heroes. Especially our XTREME EVERY DAY HEROES, who after serving, have transitioned out of military service to take on the tough tasks at home.
Family First.
We have found that the most impactful factor in healing a returning warrior is by placing their family first in the recovery process. This has been the focus of the XTREME HERO AWARDS since our inaugural event in 2012.
“Dear Morro Group and all the other volunteers, thank you guys for helping us all have a fun trip with each other! You are all very nice people.”
— Morgan Townsend, Age 11
Our History
The XTREME HERO AWARDS were created by the Robert Cohen family, three generations of whom are current and former USMC officers. The initial goal of the XTREME HERO AWARDS was to honor the contributions of the soldiers and their families stationed at Camp Pendleton. We believed that involving and including the families of the awardees was critical to the healing process. As a part of the XTREME HERO AWARDS the soldiers and their families were treated to a vacation in the seaside resort town of Morro Bay. In the years since our first awards were presented in 2012, the scope of our mission has grown; we seek to recognize not only the efforts of our military personnel, but also our first responders and essential workers.
Past supporters have included The Preferred Hotel Group, The Snapple Dr. Pepper Charities, California Department of Parks & Recreation, The Hearst Family, The Academy of Country Music (Chris Christenson, representative and past co-founder of The Morro Group), The Femino Family, and numerous businesses and individuals from the California Central Coast.