Discover Black Cville

The idea for Discover Black Cville was born in 2020, starting with a series of collaborative listening sessions. More than 40 Black tourism professionals—from politicians and heritage centers to musicians, event planners, and business owners—lent their voices to shape the vision. Guided by a diverse steering committee representing different sectors of the local tourism economy, the project was built to reflect community priorities and ensure long-term impact.

From the start, the CACVB and steering committee focused on:

• Branding & Marketing: Launching a dedicated brand for Black visitors and weaving its stories into the broader CACVB marketing plan.
• Public Relations: Updating messaging to share a richer, more inclusive narrative about our destination.
• Business Support: Auditing and promoting Black-owned businesses, filling gaps in marketing visibility, and offering training to help them thrive in the visitor economy.
• Partnerships: Working with key local and regional organizations to sustain and grow the effort.
• Future Initiatives: Exploring possibilities like a signature event, adding Black narratives to historic signage, and creating new tourism products.

In spring 2021, Discover Black Cville’s landing page and social media channels launched locally to an overwhelmingly positive response. Soon after, partnerships blossomed, ideas expanded, and the definition of “tourism business” grew—thanks to feedback from community partners like the Black Empowerment Coalition. This broadened view now includes spaces such as barbershops and nail salons, which are both cultural touchpoints and economic drivers.

By March 2022, community excitement and buy-in were so strong that the national launch felt like a celebration years in the making. The weekend-long “coming out party” featured winery tours, art exhibitions, live music, history programs, and the unveiling of a vibrant mural at Ix Art Park during the inaugural Black Makers Market, followed by Vibe Fest—a showcase of Black music and culture.

In its first year, Discover Black Cville became a trusted resource for residents, visitors, and media alike—connecting travelers with Black-owned businesses, answering unique questions, and highlighting cultural events. The initiative’s impact reached far beyond tourism, earning national recognition with the U.S. Travel Association’s Destiny Award and George Washington University’s Social Impact Award. Today, it continues to welcome, connect, and celebrate—ensuring visitors experience the depth, richness, and vibrancy of Black culture in Charlottesville and Albemarle County.

If you have a local black-owned business or would like to support this effort, please email blackcville@gmail.com.