Building stronger communities one neighborhood at a time

By Stephanie Grant, Vice President, Corporate Communications
Wells Fargo

Once a blighted community, there was really no reason to go to Sacramento's Oak Park neighborhood. However, over the past seven years that has changed.

"Six years ago the Oak Park Farmers Market started, and it continues to draw hundreds of people each week from many parts of Sacramento," said Sharon Eghigian, community impact manager with NeighborWorks Homeownership Center Sacramento Region. "Neighbors are attracted to the healthy produce, attractive location and fun activities, including live music, arts and crafts, and yoga offered at the park. Over the last three years, many more businesses have opened in Oak Park too, including a Mexican restaurant, health food café and more. The community is really going through a revitalization and longtime residents are coming together with new residents and business owners to create sustainable growth."

Oak Park is one of 43 communities selected for NeighborWorks America's Neighborhood Marketing Program, an initiative focused on helping communities attract and retain residents, businesses and investment. NeighborWorks America is a national nonprofit that creates opportunities for people to live in affordable homes, improve their lives and strengthen their communities. Since the launch of the Neighborhood Marketing Program, Wells Fargo Housing Foundation has granted $950,000 in support of the effort.



"We are dedicated to creating affordable and sustainable housing through investment in neighborhood revitalization efforts," said Martin Sundquist, executive director of the Wells Fargo Housing Foundation. "The Neighborhood Marketing Program is among several ways we work with nonprofits to make a difference and help strengthen communities."

Through the program, organizations work with experts and local stakeholders to develop marketing plans for rebounding neighborhoods. These plans include tactics to reposition the neighborhoods' images and brands in their regional housing markets. The program is designed to bolster neighborhood strengths and increase pride and confidence in one's community.

"A community needs to make a strong first impression to attract investment of new businesses," said Paul Singh, director of the Stable Communities Initiative at NeighborWorks America. "The Neighborhood Marketing Program helps communities advertise their strengths in a way that resonates."

Reducing Blight, Improving Security

"Decorative boarding" is one tactic that has resonated in Oak Park, where local youth and other volunteers installed secure panels that look like windows or artwork on 20 vacant properties.

"Usually windows of abandoned properties are covered with plywood and it's not a great look, but decorative boarding freshens it up," said Eghigian. "In fact, there's a historic bakery in town and once we put decorative boarding in the windows featuring muffins and other baked goods we started hearing, "is it for sale?". The decorative board-ups have helped reduce blight and improve security in the neighborhood."

In the Lincoln Park neighborhood of Duluth, Minnesota, 1Roof Community Housing and Ecolibrium3 have also been hard at work following the completion of their marketing plan. They launched a two-day neighborhood clean-up event with more than 250 volunteers, and a collaboration with the business association and local artists on a pop-up store that ultimately led to an artisan deciding to permanently locate her studio on the main neighborhood retail corridor. Last fall, they also hosted a neighborhood open house to highlight local businesses.



"As soon as we began building our neighborhood identity through the program, people started showing up at our doorstep," said Shannon Laing, director of partnership development at Ecolibrium3. "We have become the "go-to" for entrepreneurs looking to start new businesses in the area."

Historically a disinvested neighborhood, Lincoln Park is continuing to emerge as an up-and-coming community for new businesses.

"Five storefronts will open in the next year and there's tangible excitement in the neighborhood," said Laing. "There's a buzz that hasn't existed here in a long time and residents and business owners are coming together on beautification efforts. It's rewarding to be part of the transformation."

For more information on NeighborWorks America's Stable Communities Initiative, including the Neighborhood Marketing Program, visit NeighborWorks.org/StableCommunities.