For the third year, Preferred Care will sponsor ColdBlast, a major launch event for Coldrush. ColdBlast is a FREE weekend at the Rochester Museum & Science Center (RMSC), from Noon to 4 p.m.on Saturday and Sunday, January 13 and 14.

The weekend features free admission to the RMSC, the Planetarium, all exhibits, as well as added attractions and entertainment. Added attractions include: the Rock Ventures climbing wall; entertainment, including Airplay and Chris Wilkinson, The Magic Guy; interactive wellness demonstrations by Preferred Care’s Health Promotion Center; the Junior League of Rochester’s “Kids in the Kitchen” nutrition program; free healthy refreshments, and much, much more.

“We sponsor ColdBlast with a primary interest in promoting involvement in healthy activities by our members, as well as all the people who live in the nine-county Rochester region,” said Lisa Brubaker, executive vice president of the health plan. “Also, we support the Greater Rochester Visitors Association’s broader promotions of our area and what the winter season offers to both residents and visitors, because that helps to build and sustain a healthy economy.”

A detailed schedule of the weekend’s events will be available at the event, or by visiting the Preferred Care Web site at www.preferredcare.org.

Attendees also are invited to drop off new or gently-used toys or warm winter clothing to donate to those in need in the Rochester community. Contributors will receive a special gift in return for their generosity.

Movies in the Planetarium include The Living Sea and Amazing Journeys. Because there is a great demand for the Planetarium shows, it is recommended that those wishing to see one of those shows should arrive early to acquire the free tickets at the Planetarium box office.

While the RMSC hours are longer than those of the ColdBlast event, free admission will be honored for the entire time the museum is open: 9 a.m.-5 p.m. on Saturday and 12 noon-5 p.m. on Sunday.

“We have had large crowds at the ColdBlast event in past years and we hope to see similar crowds this year,” Brubaker concluded.