For years Richmond and the Richmond region have been trying to figure out what makes it unique and how to brand itself. We legitimately have a rich history, some of it we can boast about, some we would prefer not to dwell on. But any city or region that wants to move forward needs to have a vision of what it wants to be known for in the future — not just the past.
We find ourselves in interesting and challenging times in this country. Many would believe that we have lost our sense of ingenuity and exceptionalism — that we are becoming a nation of service industries and that all the really exciting "stuff" is being made, or happening, elsewhere.
Fortunately that is not true. We in Richmond live in a dynamic, creative environment. We do make stuff … both physical products and ideas. We are a thriving, intriguing and thought-provoking community. Whether it be our advertising agencies, our corporations, our universities, our factories, our artisans and craftspeople, our artists, our musicians or our chefs, we are creative and unique.
For those of us who work downtown, we can sense the vitality and energy as it becomes more and more palpable: One day it is Sir Richard Branson, the next it is the arrival of cast and crew for Steven Spielberg's new movie, then it is the announcement of Richmond winning the 2015 World Cycling Championship. In a week it will be the Richmond Folk Festival.
We are a vital and thriving community. We just need to a) believe in ourselves, b) have a shared sense of purpose and destiny, c) collate our talents and d) showcase them to ourselves as internal tourists and to the outside world as external tourists.
The world is coming to us. We need a way and a place for showcasing what makes us such a great destination.
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About 12 years ago, a lot of money was spent creating two canals in the heart of downtown Richmond. They were partially modeled on San Antonio's, with the idea of creating a tourist destination.
The infrastructure was really well done, and these canals, especially the area around the Turning Basin, are extremely attractive. All of the building blocks for a successful, vibrant destination are there — the architecture, the history, the cobblestones, the water, the boats, close-by restaurants.
There has been continued development, but we have failed to harness all of the assets in a cohesive fashion to create a tourist destination. As retailers downtown, every day we welcome people from around the country and the world who marvel at what we have to offer — and wonder why we haven't built more on what exists.
Combining the natural assets that we have with our collective talent and desire to be a region that "makes stuff," I would like to propose the creation of a Design District downtown. This would be a destination that coordinates and collates a large amount of what the creative community in Richmond already does.
The participants could and should include our creative corporations (think Meadwestvaco — already located downtown), our universities (think VCU Brandcenter, the best advertising school in the nation — located downtown), our creative class (think The Martin Agency, the best advertising agency in the country — located downtown), our artists (think VCU's fine arts department, the best in the country — located downtown), our craftspeople (think ArtSpace and Plant Zero in Manchester — one of the largest endeavors of its kind in the country), our artists, our foodies — anyone who thrives in a challenging and creative environment.
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The Design District would serve as an information center for what we already make in our community — and inspire others to come join us in making "stuff" again in America and in our great region.
It would be a series of galleries, boutiques, stores, museums and restaurants centered on the Turning Basin area but flowing into Shockoe Slip and expanding with the soon-to-be-developed Alcoa project nearby.
It would be a physical, mental and spiritual destination that nurtures creativity, showcases our regional talents, challenges us to think differently — and with new ideas inspires, educates, amuses and intrigues. It would provide us with a sense of purpose and pride in Richmond, what we do, who we are and what the future can and will be.
Who wins and how?
We all do:
The community at large — With the realization that we are a community that is vibrant, productive and creative, we all gain a sense of pride. Richmond and the region gain an identity for being an integral part of the rebirth of manufacturing and making things in America.
The city — Richmond gets a major destination to attract tourism and, with it, a significantly enhanced revenue stream.
Our creative businesses — Creativity loves to be close to creativity. Businesspeople like those at The Martin Agency who employ creatives will have a much easier job of recruiting young people to downtown Richmond to work and play.
Our creative citizens (especially our youth) — We create a community of people who feed off each other's ideas, and we provide a place to display their designs and their work.
Our universities — Young people like to live in exciting, dynamic environments. Recruiting students to a community that offers challenges and thought provocation becomes a lot easier.
Our corporations — People like to live and work in a successful community and are much more likely to relocate to a city that is seen as progressive and in the forefront of the American Renaissance.
If you are thinking, "Nice idea — but it won't happen. This is Richmond," you are mistaken. It is happening already.
We can decide collectively how powerful a force it is or how rapidly we make it happen, but the train has left the station.
Richmond already is reinventing itself. Come join us.
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