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The River East Emerging Leaders (r.e.e.l.) “want to work with others by accentuating the beautiful and positive aspects of living in our community” and “help root out social ills that have plagued us for far too long and given the area a bad reputation.” That effort includes re-branding “East of the River,” which they believe is seen “as dirty, dangerous, crime-ridden and poor.” Several months ago, a 15-member steering committee hit on “River East” as a way to “re-brand the area and inspire a sense of pride.”
Many r.e.e.l. members grew up and went to school east of the river and “understand the challenges first hand that we face as a community,” according to a group statement. “Despite those challenges, many still want to live here and invest our time, energy and money. So our goal is a simple one: help develop and foster young leadership in our two wards to carry on the mantle for even more decades to come.”
“Contrary to some reports, it was never a goal of r.e.e.l. to officially rename the geographical area. … We respect the legacy built over decades of sweat and tears to carve out a safe place where families of all types and sizes can call home.”
To date, rebranding has drawn as much attention as the group's community improvement goals. This detracts from “developing solutions” to community problems, according to r.e.e.l. leaders. But the group remains committed to the concept: “Rebranding means to reintroduce to the world what is great about your product – in this case, living in Ward 7 and Ward 8.”
Responses in the community have ranged from welcoming the group's energy to “love it or leave it.” Exasperated cries of, “Why should decades of residence be required to seek neighborhood improvement?” are followed by calls to engage and collaborate before advocating change. Each cheer for “new blood” is accompanied by a concern for “the indigenous.”
Ward 7 Councilmember Yvette Alexander has hosted r.e.el., she says, and applauds their energy and involvement. She cautions against an “out with the old and in with the new” attitude, however, and recommends learning the area's history and celebrating what is good. “Making improvements in the community does not need rebranding.”
Ward 8 Councilmember Marion Barry declares that rebranding is “not going anywhere.” Although the r.e.e.l. effort involves people living and investing east of the river, he recalls earlier efforts spurred by interests west of the river. “We appreciate them buying here, but they're not really indigenous … if they don't like the name, they need to go somewhere else.”
What's your response? What do older and longer-term residents want emerging leaders to understand about the community? What perspectives do emerging leaders want older residents to share? Can “River East” – or “Ward 15”-- capture something essential about neighborhoods from Lincoln Heights to Washington Highlands? Will rebranding improve community prospects? Send comments to Virginia@hillrag.com or East of the River, 224 Seventh St. SE, Washington, DC, 20003 for a future article on this topic. |
