Others declare their diversity, but Philadelphia put teeth in its claim to be a welcoming place for people of many cultures over two decades ago.
It was 1987 when the Philadelphia CVB organized its Multicultural Affairs Congress (MAC) division. Now, 21 years later, MAC’s mission to maximize opportunities forthe Philadelphia region as an ethnically diverse visitor destination continues. Its racially and ethnically diverse membership represents corporate, government and social communities.
“We can help with any multicultural initiative for any group,” says Tanya Hall, executive director of MAC. “Traditionally, people have thought of us as the go-to place for Hispanics and African Americans to connect with local media, the business community and cultural aspects of the city. What they often don’t know about us is how we work with mainstream markets to help them grow and strengthen their cultural initiatives. For example, an association meeting in Philadelphia might not be a black association but a national association of no particular ethnic composition. A subset of that group might be multicultural, however, and the larger group has goals that benefit from our help.”
Hall says such connections might come through MAC’s ability to connect with potential speakers who reside in the city. A medical group might be interested in hearing from local top physicians—or business leaders—who are multicultural professionals.
“We have a large multicultural community here,” she says, “and a group might like to use a transportation company that’s owned by Latinos or African Americans. We make those connections.”
Community legacy projects are another opportunity for a MAC assist. When the National Council of La Raza came to town, it wanted to do something for the community. MAC helped it organize rebuilds of community playgrounds and photo ops with celebrities reading to kids.
“We continue to be a model for other cities to emulate,” Hall says. “A month doesn’t go by that we don’t get a call asking how to set up a program like ours. We are willing to help anyone who sees value in this market, because we’ve been at it for so long.”
The group is also using viral marketing to enhance group bookings. By utilizing social networking sites to stimulate discussions about family reunions, MAC gleans trends in reunion planning and data from subscribers that generate meetings and conventions sales leads. At www.phillyfamilyreunion.com, people may post reunion videos and photos.
MAC also spotlights multicultural aspects of the history for which Philadelphia is so famous.
“There’s more to our city’s story than the Liberty Bell, cheesesteaks, soft pretzels, and Betsy Ross’ house,” Hall offers.
One of the latest areas of interest is the President’s House site. Located adjacent to the Liberty Bell, it was the location of a house that George Washington and John Adams used from 1790 to 1800, before Washington, D.C., became the nation’s capital. Research revealed that Washington kept slaves in that house, just as he did at his Potomac River Mount Vernon estate.
“The dig that was completed in the summer of 2007 provided clarity about the presence of slavery and liberty existing side by side in the shadow of the building where America’s freedom was proclaimed,” Hall says. “What they found there was the foundation for an underground passage that connected the kitchen and the main house. It was likely a service area, used mostly by slaves and indentured workers at the house. It was hidden from sight, but it shared a 14-foot wall with the president’s private office.
“When the site construction is completed in 2010, I believe it will be the most visited site in the city, because it is next to the Liberty Bell,” Hall continues.
