Jackson Ward:
A placebranding and heritage tourism campaign for Jackson Ward, Richmond, VA
Independent Study:
Designed to reflect the multifaceted challenges brand managers face, the Creative Brand Management Independent Study project allows us to fully immerse ourselves in a real-world business problem. The ambiguity inherent in the project's structure required us to harness our creative and strategic skills to navigate uncertainty and devise effective solutions. This hands-on experience was essential in refining my ability to manage complex brand challenges, ultimately serving as a pivotal element of my professional portfolio.
The Ask:
Provide comprehensive recommendations to solve a business and brand challenge currently being faced by a live client.
The Problem:
A lack of awareness and information on how to engage appropriately with Jackson Ward, a historically Black neighborhood, kept local Richmonders and tourists away from the district, and residents further disenfranchised.
The Solution:
A heritage tourism and placebranding campaign lifts the residents' spirits and invites Richmond residents and tourists to challenge their perception of a community that has long been misrepresented.
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Jackson Ward and the Hippodrome Theater's past in context
Jackson Ward, located in the Northeastern section of central Richmond, an existing district home to European immigrants and free and formerly-enslaved Black residents, became a gerrymandered voting ward for Black residents in the 1870s. Most Black residents were now voting for just one city council seat, and white Richmonders seized control of the other five, guaranteeing a majority on the city council.
However, Black residents in Jackson Ward decided to bring power to themselves through financial access and stability. With the establishment of the Savings Bank of the Grand Fountain United Order of True Reformers, the first all-black-owned and chartered bank in the United States, Jackson Ward became a hub for Black businesses and entrepreneurship. Jackson Ward became home to "Black Wall Street," at one point housing over 100 Black-owned businesses.
Jackson Ward further developed as a community, complete with restaurants, entertainment, and a celebration of Black heritage and culture. Iconic 20th-century performers, such as Cab Calloway, Duke Ellington, and Ella Fitzgerald, were constantly performing at the Hippodrome Theater, the center of the neighborhood. Jackson Ward earned the moniker "The Harlem of the South," and was regarded as one of the beacons of Black excellence for residents and travelers alike.
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However, government-sponsored infrastructure initiatives would soon curb Jackson Ward's success.
Urban Renewal and its legacy of systemic racism, disenfranchisement, and displacement
Urban renewal projects occurred in the 50's and 60's, following the passing of the 1949 American Housing Act and the 1956 Federal-Aid Highway Act. This federal program funded the demolition of “decaying” neighborhoods whose communities were “blighted” by poverty, disrepair, or other “social ills.” Unfortunately, a majority of these neighborhoods designated for clearance had primarily Black residents, who had created their own self-sufficient and stable economies.
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With Jackson Ward being cleared for urban renewal, the Richmond-Petersburg Turnpike (eventually becoming part of the Interstate highway system) began construction. The turnpike was built directly in the middle of Jackson Ward, splitting the neighborhood into two, displacing long-term residents, and effectively curbing the momentum of the district.
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Today, Jackson Ward is regarded as a "middle neighborhood:" a locale not in dire condition, but not thriving either. Middle neighborhoods exist all over the United States and struggle for a myriad of reasons, but one of the most consistent obstacles is the lack of targeted marketing and promotion. This makes middle neighborhoods less likely to receive their fair share of tourism revenue.
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Tourism, Jackson Ward, and the Hippodrome Theater today
There is currently no individualized, targeted marketing for Jackson Ward. However, the district today is home to over 30 beloved restaurants and small businesses, hosts the 2nd Street Festival each year, and the Hippodrome is still operating only for private event rentals and Sunday brunch at the Speakeasy Grill. Even though the community has been through a lot, there is still so much the district can offer locals and visitors alike.
We surveyed local Richmond residents (n=173) to find out what were their current perceptions of the district. Despite the hesitant tone of describing Jackson Ward, people were still drawn to the neighborhood.
In fact, 64.7% of respondents ranked 7 or higher on a scale of 1 to 10 on the statement "I enjoy visiting Jackson Ward."
“A resilient community with an impressive Black history. (Also damn good food).”
- respondent who spends time in Jackson Ward weekly
“Historically Black area that is revitalizing partly through gentrification and with black-owned businesses.”
- respondent who spends time in Jackson Ward monthly
“It has always been described as a ’rougher’ part of town, not somewhere you would want to rent. My experience with it has been different, but that perception persists.”
- respondent who spends time in Jackson Ward monthly
As for The Hippodrome, perceptions were also mixed, but brand awareness wasn’t as strong as the district as a whole.
35.3%
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41.2%
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21.8%
of respondents had heard of both
The Hippodrome Theater and
The Speakeasy Grill.
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of respondents had only heard of
The Hippodrome Theater.
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of the respondents hadn’t heard of either.
Respondents who did have an opinion on the establishment considered The Hippodrome as a “hidden gem” in Richmond, but thought that the theater is under-utilized and would like for more opportunities to go.
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The best tactics to improve awareness and engagement? Placebranding and Heritage Tourism.
Placebranding is creating a unique identity for a place, based on the idea that “a region or place can be branded.” This identity encompasses a destination's history, culture, attractions, and overall vibe. It's about creating a clear image in the minds of potential visitors that sets it apart from other locations. Placebranding has many tangible rewards, including investment and job creation, resident satisfaction and pride, and increased tourism.
Heritage tourism is a type of travel focused on experiencing the places, artifacts, and activities that reflect the past and present stories and culture of a particular destination. This is a rapidly growing industry as the global market size is projected to reach $1,316,4 million by 2033 (Future Market Insights).
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While these tactics have been utilized for larger attractions and locales, there is a growing sentiment that these tactics can (and should) be utilized for communities of color that were exploited by urban renewal and may or may not be currently exploited by gentrification.
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“These places are important. To make concerted efforts to revitalize treasured Black spaces like these contributes to a form of Black placemaking that cultivates belonging in places where Black people have been, and continue to be, pushed out.”
— Brandi Thompson Summers, assistant professor of geography and global metropolitan studies at the University of California, Berkeley
The opportunity:
By utilizing placebranding and heritage tourism techniques strategically and in tandem,
Jackson Ward could see major developments and progress while centering the wants and needs of the community. How can we show that the neighborhood is rich in history, rich in what is already there, and rich in potential to attract not just folks to Jackson Ward but the attraction at the heart of it all?
"Worth the Ward" is a campaign designed to showcase that even though Jackson Ward as a whole isn’t monetarily wealthy, the district still deserves to be visited, enjoyed, and championed.
A campaign built with and for the community
Campaign Manifesto
“The Deuce”
“Black Wall Street”
“The Harlem of the South”
Names that all mean one place, one ward – Jackson Ward of Richmond, VA. Our home is where Ella Fitzgerald and Duke Ellington made our streets sing. Our home is where Maggie Walker chartered, opened, and operated the first bank owned by a Black American woman in the United States. Our home is where you’ll find a community that still is “The Harlem of the South.”
Jackson Ward is where people are welcomed, loved, cherished, inspired, and ultimately supported. It is a community that was built by ambition, shaped by legacy. Urban renewal may have tried to ruin us, but instead allowed this community to be born anew. The spirit of prosperity AND community has always been in this neighborhood, and always will be. Even through the struggles, we’ve kept coming back. And it was worth it. It was Worth the Ward.
Camaign Pillars (All executions were presented as suggestions to maintain residents' agency.)
Reflect: To showcase the unheard narratives of the neighborhood.
Jackson Ward Welcome Center
An attached welcome center inside The Hippodrome that utilizes the multi-purpose potential of the theater.
What's the Ward worth to you?
A docu-series that chronicles the experiences of multi-generation residents and their vision for Jackson Ward.
Promote: To build brand awareness and boost visibility while strengthening Jackson Ward's identity.
Out-Of-Home Marketing
A collection of signage and physical promotional materials strategically placed around Jackson Ward to create campaign touchpoints.
The Maggie Walker Penny
A sticker to inspire pride and celebrate Maggie Walker, Jackson Ward’s character, and the innovation of Penny Savings Bank.
Merchandise
An avenue for a source of income, merch will increase campaign visibility and promote community spirit.
Gather: To host community events for residents, Richmond locals, and tourists.
Community Kickback
Serves as both a campaign launch party and a chance for residents to connect.
Second Saturdays
These mini-festivals will give businesses a chance to put their best foot forward with increased foot traffic.
Soulful Sundays
Creates a revenue opportunity for The Hippodrome by hosting a gospel choir concert series, complete with a supper afterwards.
Walk the Ward Wednesdays
Gives Jackson Ward Tours an expanded platform for brand reach and engagement. Complete with a boxed lunch and discussion afterward.
Amplify: To invest in Jackson Ward for current initiatives and future endeavors.
Creation of Community Groups
Create a Jackson Ward steering committee and various working groups (ex. beautification, safety, infrastructure, etc.) to lead community initiatives.
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Friends of Jackson Ward
Create an investment program for Jackson Ward supporters that allows opportunities for them to connect with the community while financially supporting Historic Jackson Ward Association and community projects.
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Making it Worth the Ward
Offer a community member spotlight series where neighbors can nominate folks who work to make the community better while rewarding them for hard work.
How will we measure success?
Throughout each pillar of the campaign, there will be opportunities to measure its success and impact on the community. Each pillar has a suggested set of metrics, but community leaders were encouraged to decide which metrics mattered to them and the community.
Reflect
Video views
Welcome Center visitors
Community participation
Promote
Merchandise purchases
Brand sentiment
Reach
Gather
Event attendees
Revenue generation
Visitor satisfaction
Amplify
Communtiy investments
Resident-led inititiatives
Resident pride