First impressions can literally be life or death to a pet in an overcrowded kennel. So, to increase their odds of being adopted we started the first ever Eastminster Kennel Club. Opposite the Westminster Kennel Club, which can be a bit stodgy and out of touch, the EKC was created to help everyday dogs in need of a good bath and some lite grooming for potential adopters to see their full potential. The project even included a mobile mutt unit that would visit shelters and events around the country. After all, beauty should be more than fur-deep.