Purple Cow restaurant in Conway and Yarnell’s Ice Cream are sponsoring the fourth annual Brain Freeze Milkshake Drinking Contest to raise money for Bethlehem House, a local transitional homeless shelter in Conway.

“Every year for the past four years, we’ve been very fortunate to be able to have this fundraiser at Purple Cow,” said Judi Lively executive director of Bethlehem House. “It’s a great day out for families and the community as well. We also receive much needed donations for the house,” she goes on to say.

Last year, the event raised over $2500, according to BH's website.

"All proceeds go to [Bethlehem House] and help us continue to keep our doors open and lives changed 365 days a year," said Aimee Prince, Director of Development.

Contestants from the following categories: first responders, community, collegiate and students grades K-12 will compete within their division to raise money for Bethlehem House.

A prize will go the most spirited contestant with the most crowd support, so costumes are encouraged.

2017 winner, Wes Morgan said, "I'm glad my ability to eat a lot helped out an organization like Bethlehem House. They've really helped me out and it always feels good to give back."

Last year's first responder trophy went to Ty Ledbetter of the Conway Fire Department.

According to the BH website, the Conway Police Department and Faulkner County Sheriff's office are competing again this year in hopes of taking the trophy from the CFD.

Brain Freeze is a family friendly event. There will be music, face painting, games, a visit from some special super heroes and more.

The event will take place Sunday, April 29 from 2-4 p.m. on the lawn at Hendrix Village outside the Purple Cow restaurant.

Registration forms and waivers are available online at bethlehemhouse.net or call Aimee Prince (501) 329-4862 for more information.