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COLORADO SPRINGS, COLO. -- The American Red Cross of the Pikes Peak Region is honoring ‘Hometown Heroes.’

It’s highlighting businesses and individuals who exemplify courage, kindness and unselfish character.

This year’s Red Cross Humanitarian Award recipient is Mr. Jay Cimino.

As the CEO and President of Phil Long dealerships Cimino has been wildly successful. It’s when the layers are peeled back where you’ll find a modest man with a big heart who loves to give.

"When you ask about giving, it’s not so much that," Cimino said. "It’s like being able to add a lifestyle to somebody."

Over the years, Cimino has given to numerous organizations, including Wounded Warriors, Toys for Tots and something he coined as ‘Fantasy Playgrounds.’

At the ‘Fantasy Playgrounds,’ kids help in the design of new playgrounds.

"We were exposed to some really poor kids that played on gravel and when we cut the ribbon you could see smiles on faces," he said.

Cimino was born and raised in Trinidad, a place that’s still near and dear to his heart. That’s why he started Mt. Carmel."We’re involved in the wellness, healthcare, behavior integrated with health and community center."

Mt. Carmel includes a golden amphitheater and even a bistro. It’s quickly becoming a beacon of health and wellness that is Southern Colorado.

"It’s really changing that city."

In the summer of 2012, Cimino, like so many others, watched his community burn in the Waldo Canyon Fire. 

"Fire has a tremendous emotional impact on people and when you saw the fire going up and the homes being taken you said ‘How can I help?’"

Cimino and his staff offered vehicles to help during the fire and even had mechanics working well into the night to repair broken trucks.

"We were the kids with the bucket, if you will," Cimino said.

So what three words best describe Mr. Cimino?

"It depends on who’s describing me," he said. "Some people might describe me as being tough, mission driven and I think, likable."

After hearing his response to receiving the Red Cross Humanitarian Award, the word ‘humble’ can be added.

"It's not about me, actually I couldn't have gotten any awards if it weren't for the tea," he said. "It really doesn't belong to me, it belongs to this organization".

Hometown Heroes will get their awards Thursday night at the Antler's Hilton. For more information about tickets to the event, and to become a Red Cross volunteer, click here.