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00:00I never knew there was a love like this before
00:12Never had someone to show me a love
00:20Love like this before
00:24Now that we have come to be
00:29A brand new life I can't see
00:34Never thought you'd be a special part of me
00:39No baby
00:41The reasons are because of you
00:48I can go on and make it through
00:53I can't even take my mind off loving you
00:58And I wanna say
01:03I never knew there was a love like this before
01:09Never had someone to show me a love
01:17Love like this before
01:21I know you can't see
01:25All the things you mean to me
01:30I'm so amazed that you are mine
01:37Yeah, yeah, yeah, yeah
01:41If we can work together
01:44Maybe this can last forever
01:49This is something that I wanna hold on to
01:55So baby, try to understand
02:00If you try to understand
02:01I'll be crazy
02:02Crazy
02:03Because you can't come in my style
02:07Can't hold my life the way you walk and the way you want
02:11The way you want the way you're gone
02:13You don't know just what you do to me
02:16Cause I never, never, never
02:21I never knew there was a love like this before
02:25A love like this before
02:27I never knew there was a love like this before
02:45Never knew, never knew
02:47Never had someone to show me a love
02:52Never knew there was a love like this before
03:22Never had someone to show me a love
03:52Never knew there was a love like this before
03:59Never had someone to show me a love
04:04Never knew there was a love like this before
04:08Love like this before
04:12I never knew there was a love like this before
04:17Ladies and gentlemen, welcome to the 2025 Global Economic Forum stage at Essence Festival of Culture.
04:38We begin with a powerful conversation on culture, commerce, and community rooted right here in New Orleans.
04:47Please welcome Marku Tubman-Zwolo, Chief Community Officer at Essence Ventures.
04:56Shemelda Peet, MBA, EDFP, Senior Program Administrator at Louisiana Economic Development.
05:06Lisa D'Alexis, President and CEO of New Orleans Tourism and Culture Fund Corporation.
05:13And Raquel Rocky Dufashard, Director of National Accounts at New Orleans and Company.
05:24Hello. Oh, it's working. It's working, it's working.
05:29I'm excited that we get to open up the Global Black Economic Forum stage at Essence Festival of Culture,
05:39especially with these ladies and what they mean to this city and what they mean to economic inclusion and equity in the city of New Orleans and the state of Louisiana.
05:50So, I want to thank you all for joining me this morning.
05:54Rocky, Lisa, Shemelda, thank you so much.
05:58So, we're going to get right into it because for those that may or may not know,
06:03Essence showing up in New Orleans doesn't happen because Essence shows up in New Orleans.
06:08It happens through partnerships.
06:10And all of the organizations that these ladies lead and are a part of, they're considered our host committee.
06:18And so, basically, we all host Essence Festival together.
06:22So, thank you all.
06:23First of all, please give them a round of applause.
06:28All right.
06:29So, let's kick things off with some love for this city.
06:32In one word, in one word, how would you describe the soul of New Orleans during Essence Festival weekend?
06:40And why does that matter so much for economic development?
06:43I will start with you, Shemelda.
06:44Okay.
06:45I don't always follow the rules, so I'll say economic powerhouse.
06:49Oh, I like it.
06:50That's what Essence is.
06:52Essence has consistently been one of the biggest events that comes to Louisiana and is the ultimate experience.
07:02So, the state of Louisiana really appreciates this, not only to the city of New Orleans' economic, I'm sorry, economy, but for the state as well.
07:12That's amazing.
07:12So, Rocky, you know, what, how do you describe the soul of New Orleans during Essence Festival weekend?
07:19I think it's unfair that you asked us to say it in one word.
07:23That's just not fair.
07:24Okay.
07:24I mean, because there's electricity in this building, right?
07:29This is a magnetic kind of time.
07:32There's joy.
07:33Yes.
07:34Everything is happening, and I will share with you that because it's so electric, every single year, the word is out to come to New Orleans during July 4th weekend.
07:46And what does that mean?
07:48More and more people during the holiday weekend in the city of New Orleans, right?
07:55We're not only celebrating ourselves, but we're celebrating black culture.
07:59We're celebrating our small businesses.
08:03We're going to the best restaurants.
08:04There are so many things to identify here, but in one word, I guess I'll just say electric.
08:11I like electric.
08:12I like the whole storytelling behind it, too, because that's Rocky.
08:15That's Rocky.
08:16So, Lisa, I'm going to get it from you, too, because I actually, you know, I want to hear what word, how would you describe the soul of New Orleans during Essence Festival weekend?
08:25I believe the soul is enthusiasm.
08:29Okay.
08:30It's an economic optimism that takes place.
08:34People are aware that not only is it going to be a reunion, but there's going to be so much opportunity to support one another, to look forward to your creative ideas, merchandising them.
08:48So, I believe it's just the enthusiasm that Essence brings, and they bring it all throughout the year, looking forward to this time as we are here.
08:58So, basically, I just want you all to notice everything started with an E, economics, electric, enthusiasm.
09:06I like that.
09:07I think we need to coin that in some way.
09:08The three E's, just like we launched yesterday, the three C's with LED.
09:12Okay.
09:13Now I'm going to get personal, right?
09:14I'm going to get personal because I want to know from each of you, what inspires each of you to do the work that you do in culture, tourism, hospitality, economic development?
09:26What keeps, because you all have been doing this for a while, right?
09:29So, what keeps you all going?
09:31What is that thing?
09:32Like, why do you keep doing it and showing up with us and for the city and the state all the time?
09:36Rocky, I'll ask you first.
09:38Um, I'm just going to say that it is all about a deep love and a deep passion and compassion for the city of New Orleans.
09:48Look, I've been doing this for 35 years in hospitality.
09:52I was born and bred in the city of New Orleans.
09:55And, yes, Barku, I am a storyteller, and I'm going to tell you why.
10:00Like, this city is infectious, and once you get to know her, you love her, and you are attached to her.
10:09When you sell, and it is in your body to sell, it is in your nature to sell, you can sell anything anywhere.
10:16But I live in New Orleans, and I love New Orleans, and it just makes it easy for me to sell it because I believe in who she is,
10:24and I believe that every single day she gets better and better and better.
10:29And it is because people out here, like all of you, support us continuously, and for that, we say thank you.
10:37Love that.
10:38Lisa, what makes you get up and do this every day?
10:42What makes me get up is, and I will take it from a page of essence,
10:47I believe that truly, as a native New Orleanian as well, that we're made like this.
10:53I like it.
10:54And I'm made to support our culture.
10:57At NLTCF, our motto is culture is our open door.
11:02And what pushes me, not really pushes me, really, I'm really running out the door.
11:06It needs to catch up with me, is the fact that we open the doors to our culture, which drives our economy.
11:14I believe the culture drives the economy of the city and the state of Louisiana.
11:19And that is why I do it, because I see the opportunity and the economic impact, such as $350 million into our state.
11:29So that is why I do it.
11:31That's right.
11:32You clap for that.
11:33You can definitely clap for that.
11:35I love that.
11:35And I agree.
11:36I think culture 100% drives the economy, who we are, right?
11:42Because culture is rooted in our mission.
11:44So I couldn't agree with you more.
11:46Shamelda, what is your motivation to get up and serve every day?
11:51I love helping people.
11:52If you know me, you run into me, I'll ask you a question, and whatever I know, I want to share it with you.
12:00So I believe that I was given this position, this role, that I'm able to give information to my community, to the rural community, to all.
12:11Because I truly believe people perish because of a lack of knowledge.
12:14So it's my job to tell you what's available.
12:17It's my job to tell you what resources are available.
12:22And if you're not ready, it's my job to help you get ready, to let you know where you go to get technical assistance, where you go to elevate.
12:30So I just love helping people.
12:34I'm an accountant by trade, but I just love just giving them information.
12:40And it really helps, especially the small businesses.
12:44So I'm going to stay with you, and I'm going to come back over there, because I'm going to touch on the economic impact that you talked about.
12:49But I want to talk about when you say helping people, because I think what's really important for everybody to understand is, you know, we mentioned NOTCF.
12:57We talked about New Orleans & Co.
12:58We're talking to LED, Louisiana Economic Development.
13:02I think, tell us what your agencies do and why it is important.
13:07So, and I'm sorry, I'm going to add a little bit more.
13:10Because not only what you do, why should people connect with LED?
13:15Okay, perfect.
13:16I love that question.
13:17So LED, Louisiana Economic Development, is a state agency that's tasked with stimulating the economy by way of helping businesses, large or small, creating jobs.
13:30Our focus in helping small businesses is to provide entrepreneurial support, as well as access to capital and technical assistance.
13:41All of these things are needed to help a business elevate, right?
13:46And as our businesses thrive, so does our communities.
13:50So LED really invests and wants to see Louisiana win.
13:55So I'm not sure if you have ever heard, but Louisiana Economic Development has received a lot of awards from the International Economic Development Council.
14:06And that is because of our agenda, our strategy to do so.
14:11So we're very unique, and we're only moving forward and upward.
14:16I love that.
14:17So, Lisa, at NLTCF, tell us what NLTCF is and why people should want to connect with you all.
14:28NLTCF is the New Orleans Tourism and Cultural Fund, and we're an economic development corporation.
14:36We are created, newly created, we're just five years old, and designed to invest in our cultural economy, our cultural artists, culture bearers, cultural businesses.
14:49And we do that through grant-making, partnerships, and sponsorships.
14:53Why?
14:54Because we believe when we invest in the creative ideas of our culture, it draws more tourism into our city, into our state.
15:04We are supported through hotel taxes.
15:07So I want you to know that we welcome you to our city, we always re-welcome you to our city, and every state in our city goes, a portion of it goes directly back into our local cultural economy.
15:21So it's just really awesome.
15:23We are a conduit to make sure that we are fueling what fuels the growth of our city and state.
15:30That's intentional.
15:31I love that.
15:32What a perfect segue into Rocky.
15:34And New Orleans & Co.?
15:35New Orleans & Company is a Convention and Visitors Bureau, or DMO, a destination management organization.
15:43And we are the tourism arm of New Orleans, in which we sell.
15:48And what does that mean?
15:49So we are responsible for bringing conventions to New Orleans, trade shows to New Orleans, festivals to New Orleans, special events to New Orleans.
15:58And how does that affect our economy?
16:00Well, it's heads in beds.
16:02It's people walking around, spending money, going to our restaurants, staying in our hotels, shopping in our stores, just supportive, being supportive of the community.
16:15And so whether a meeting is small or large, it affects who we are as a destination.
16:21And New Orleans is one of the top five convention cities in the United States.
16:26That's amazing.
16:27That's amazing.
16:28Give it up for that.
16:30I also must say, Ms. Lisa Alexis is actually the first president of the NOTCF as it was removed from under the mayor's office.
16:40Is that correct?
16:41You were the first president.
16:43It was created through the mayor's office.
16:44Mayor Cantrell's office, and now it's his own autonomous organization.
16:50So congratulations on that.
16:52So Essence Festival brings hundreds of millions into this region each year.
16:56How do your agencies, NOTCF, New Orleans & Co.
16:59LED, collaborate to ensure those dollars reach the communities and the culture bearers?
17:05We collaborate with New Orleans & Co.
17:10in almost everything we do.
17:12All of our partners, many of our partnerships and sponsorships, Essence Festival of Culture, is through that collaboration.
17:20And what I have learned in learning more about LED is that we partner well with LED as well.
17:27Because from our film side, we work directly with LED and the state on the entertainment side to provide the best tax incentives for filming in the United States.
17:40And so we collaborate in all that we do so that the dollars are not redundant, but they're leveraged so that we have a greater impact.
17:50That makes a lot of sense, and hence, host committee.
17:54That's why we're all sitting up here today.
17:56So you too, Rocky.
17:58Tell us about, you know, how you collaborate to ensure.
18:01Like, what else do you all do?
18:02Because you all do a lot of community.
18:04We certainly do, and I'm just going to say ditto, ditto, ditto, Lisa, because it's a unified effort in bringing Essence to New Orleans every single year.
18:14We could not put something like this on without our host committee, and that is several agencies working together.
18:22But more importantly, we have the leaders of Essence that we work directly with as well, being extremely intentional in understanding what their vision is, what their expectations are, and how do we meet them, right?
18:35And so another thing that's very important is that we invest in our culture bearers.
18:40And that's more of a Lisa thing, but it's also a New Orleans thing, because when we invest in our community, specifically the people that are our culture bearers, that is what people come into New Orleans for.
18:55Who's the best chefs?
18:57Who's the best artist?
18:58Who's, you know, it's like everybody wants to see, do something in New Orleans, and it's like a checklist, right?
19:04There are not many cities that I go to that I look for those particular things.
19:09But if you think about artists in New Orleans, and let's just say entertainers, we have so many, so many here that when convention people come into New Orleans, they're not hiring national talent.
19:22They're looking into the pool of local talent to draw from because it's already here.
19:27And that's what makes us so proud to be able to say we're leading the pack when we look at our culture bearers and making a difference in their lives.
19:37I love that, and it's true.
19:39I mean, you can have 20 events at the same time, and there's enough entertainers in New Orleans to actually go and support them.
19:47The one thing I have to say I also love about the city is you all support each other.
19:51Absolutely.
19:52You know every single artist from when they start to when they expand and when they grow.
19:56So it's really great to see the second line.
19:59There's so much joy and just, like, excitement when you come into the city.
20:02So, Shamelda, economic development can sound like a buzzword, but it's real boots-on-the-ground work.
20:10Yes.
20:10Can you share a recent example of a project that directly impacted small businesses or creatives in New Orleans?
20:19Great question.
20:21Long answer.
20:22So, it can be considered a buzzword.
20:28However, we leverage different resources, one of which is the State Small Business Credit Initiative, SSBCI.
20:38That created a unique opportunity for the state to receive up to $113 million.
20:45And what we did, we were very intentional by creating equity and debt programs.
20:51And in doing so, our debt program, we were able to cover over 80 businesses, and most of which were SETI-owned businesses,
21:04which is socially, economically disadvantaged individuals who typically have issues with obtaining financing.
21:12We've partnered with organizations in New Orleans, such as GEDCO, to do our microloan program, as well as Nucorp.
21:21What they do, they're helped to go out and get these loans to the business owners.
21:27So, in short, we've created programs that are targeted to help small businesses, to help them overcome challenges.
21:36And we actually, if you come to our panel, shameless plug, this afternoon, you get to see two of our success stories of companies who used our resources
21:48and who've been able to scale to the national level.
21:52And I'll give a preview.
21:53One of the young ladies, she did a, she has a marketing business, and she was able to use her resource network,
22:02one of which was LED, but she used all of the programs, and one of her clients is the NFL.
22:09That's amazing.
22:10So, yes, small Louisiana business, less than 50 employees, and most of our loan transactions,
22:17a lot of those transactions, those business owners have less than 10 employees.
22:22So, we are very intentional about creating programs to help the underserved community.
22:29That's amazing.
22:30That is absolutely incredible.
22:31And we're happy to be partnering with you as well.
22:33We are too.
22:34Because they hold us, they're like, our small businesses, our small businesses.
22:37They don't play about their small businesses.
22:40We have aspiring entrepreneurs, creatives, and policy leaders in this room.
22:44What's your call to action for folks who want to build in this region, whether it's through culture, hospitality, or public service, Rocky?
22:51I think that sometimes, you know, people think that the answer is to leave, but I say build in where you're standing, right?
23:00And it doesn't have to be a skyscraper dream.
23:04It can be something small that turns into that skyscraper.
23:09That's very important to understand, but sometimes people don't even understand how to get started.
23:15And it can start with a small idea.
23:18So, get a mentor.
23:20If you don't know, find a mentor.
23:23Find people that can provide grants to you.
23:26Become a member of New Orleans & Company for any business that you might have.
23:31What I love at New Orleans & Company is that we are a membership-driven organization.
23:37So, in order for us to pour into you, we just need you to pour into us a little bit.
23:42Because through that membership, what we're going to ensure is that people see you.
23:47And the visibility is there.
23:49Well, how is the visibility there?
23:51We have membership meetings and opportunities monthly.
23:55We have networking receptions so that it's member-to-member contact.
23:59We have coffee with our president to get to know him, to get to know our vice president of membership, to get to know our sales team.
24:08There are so many different elements in becoming a member of New Orleans & Company that can lift you up as an organization.
24:16And so, that small business continuously grows.
24:19But you also have to do the work.
24:23And understanding that that dream can only turn into a reality when you put in the work.
24:30Makes a lot of sense to me.
24:32Question for you.
24:34How does one become a member?
24:36Simple phone call.
24:37You know, if you know me, you can say, hey, I'm interested in becoming a member.
24:41I'll connect you with our membership.
24:43You know, the ongoing joke in our office is that we get these cards if we have a new member.
24:49So, we get cards to these businesses, right?
24:53And they're like, Rocky, how many members have you brought in?
24:56Well, the truth is that I love my city.
24:58So, I'm always going someplace.
25:00And if it's someplace that's new, I'm like, are you a member of New Orleans & Company?
25:04So, even I may nudge you to become a member because I want to see you grow as well.
25:09Look, this is a competitive market.
25:11We have over 1,300 restaurants in the city of New Orleans.
25:16And I like to call this a small, big town.
25:19Wow.
25:19Imagine the competition out there.
25:21If you're good at what you do and you water it, it will grow.
25:26So, if I don't nudge you and come in, come to us and say, I'm interested.
25:32And there are very many levels of membership.
25:35So, a small business can afford it.
25:38We want to ensure that it's affordable for everyone.
25:41So, yeah, one phone call.
25:43So, I love that.
25:44And so, one of the things that is helpful, I think what also comes with membership has its privileges, right?
25:49Absolutely.
25:49Because one of the things that we did on the Essence 360 app is create journeys to allow you to experience New Orleans, even outside of the Essence Festival footprint.
25:59And New Orleans & Co. was very, very helpful in connecting us to their members, the restaurants who's partnering with us to make sure.
26:06I think there's some discounts.
26:08But we drive traffic also because of this partnership.
26:11It was really easy to get the information because you already have these members.
26:15So, membership does have its privileges.
26:18And I love that.
26:18Lisa, how do people connect with you, with NOTCF?
26:22What is the way that they can do that?
26:25Come right to NOTCF.com.
26:28And when you go to NOTCF.com, it will give you all of the varied services that we provide.
26:35We're more aware in addition to grant making and partnerships, sponsorships, we also have an elevation series.
26:43And picking back on what was said earlier, recently what we did is we believe one true point of growth and development here in our city for our culture is financial.
26:56We want to offer financial access that gives you financial literacy that then opens the door to financial opportunities.
27:06So, we partnered with a banking institution with Chase, and we had an elevation series to show our businesses, artists, and anyone who wanted to learn more to understand your personal and business banking opportunities so that you would understand where the access lies through partnerships and entities within the system and within our city that you can scale your business and grow your business.
27:34And we're also happy to say that we've done another partnership with housing.
27:41You know, there's benefits to those who are first responders, which we love and need for housing opportunities and incentives.
27:49We now, in the city of New Orleans, we have housing opportunities for cultural artists.
27:55First time, soft second, up to $65,000 for persons who are first time homeowners.
28:01So, those are just examples of connecting to NLTCF.com and then the opportunities that will avail themselves.
28:11That's incredible.
28:12That is incredible.
28:13Okay, Shamelda, on to you.
28:15How does one connect with LED?
28:18So, definitely reach out to us at opportunitylouisiana.gov.
28:24If you have, specifically the innovation, capital innovation programs, you can reach out to us.
28:31When you said boots on the ground, I was hoping that somebody from my office was here so they could hear it.
28:36We're a small shop, but we're a powerhouse as well.
28:40We give hands-on experience, one-on-one calls.
28:44However, we can help you.
28:46If we're unable to help you, then we find the resource to connect you with.
28:50So, we'll help you to get ready.
28:53So, opportunitylouisiana.gov.
28:56You can look at our small business programs.
28:58You can look at our capital programs.
29:01There's a wealth of resources.
29:03We said boots on the ground.
29:05So, we work with other organizations to provide technical assistance, to provide help.
29:12We have Louisiana Small Business Development Centers.
29:15So, there's a wealth of information there.
29:17So, visit our website at opportunitylouisiana.gov.
29:21There's contact information for our program administrators.
29:25You can reach out to any of them, send an email, set up a call, and we'll sit down and go over those programs with you.
29:32And, again, if you don't fit the programs we offer, then we'll definitely shift you and direct you to a program that can help.
29:40Amen, amen, and amen.
29:43Okay, ladies, this was great.
29:46I really, I could go on forever because, you know what, I'm constantly learning because my goal is to make sure, like, I know we're hosting together, but I want to host more, and I want to host bigger, and I want to host better.
29:56And so, you know, I want all of us to be held accountable for the amazing experience that Essence bring.
30:01I love that you tapped into Made Like This because that is so true.
30:06You women are amazing partners, and through your organization, we thank you all for the partnership that you bring.
30:13Before I let you go, and anybody can take this question.
30:17Make it spicy, apparently.
30:18You can make it spicy.
30:19What is the one myth about economic development in New Orleans that you want to bust wide open right here, right now?
30:26I'm going to go first.
30:28Can I just jump right in?
30:29I think that for so long, people have always considered New Orleans as a party town, right?
30:37And, yeah, we know how to throw a good party.
30:40We've got the Mardi Gras of the world and all the jazz festivals and, of course, Essence Festival of Culture.
30:47But New Orleans is also a business hub.
30:49And let's be very clear.
30:51We are open for business.
30:53We know how to do business.
30:54We are a resilient city.
30:56We've come back from a lot, 20 years, Hurricane Katrina, this year, an anniversary that we all remember.
31:06But let me tell you who we are today.
31:08We are bigger.
31:10We are better.
31:11We are proud.
31:13We love our city.
31:15And, again, we are open for business.
31:17All right.
31:20I mean, what do you say after that?
31:24And thank you.
31:25Go ahead, Lisa.
31:25You can.
31:26I just want to say one other myth is when people think of economic development, many times I believe they think of big business.
31:33But our city and state are made up of small businesses.
31:38So economic development applies to all businesses, the one that is being created right now in your mind.
31:45So please understand the opportunity is for you as well.
31:48I love that.
31:49I love that.
31:50And quickly, I just want to plug that with economic development, we are invested to help position you to win.
31:59So please always reach out.
32:01Always advocate for your business because we're here to help.
32:04economic, electric enthusiasm.
32:09Thank you all.
32:10And Essence.
32:11Yes.
32:12All right.
32:12Thank you all so much for joining us.
32:14This was amazing.
32:15We look forward to hosting you again next year.
32:19Lisa, Rocky, Shmelda, thank you all for your partnership.
32:24Please enjoy the rest of your day.
32:26Stay safe.
32:27Take pictures.
32:28Tag us.
32:29Follow and join the app if you haven't.
32:31Essence 360.
32:32Enjoy the Global Black Economic Forum.
32:34There are some amazing conversations about to be had on the stage and tons to walk away with.
32:39Stay empowered.
32:40And thank you.
33:34You
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