Fashion Show as a Cultural Event
Situation.
The Central Intercollegiate Athletic Association (CIAA) brought its men's and women's basketball tournaments to Winston-Salem, a major coup for the city, considering the economic impact of the event. As a group of historically African-American colleges, the tournament has evolved into a celebration filled with pride for their culture, achievements and success. The fashion show in honor of the chancellors' wives served as the key social event of the week, and had not always been well received.
Solution.
Knowing the symbolic importance of the event, Hanes Mall elevated the program to a celebration of African-American culture and a tribute to their success. Finding themes that would appeal to this message proved the key, demonstrating respect for the aspirations of the audience. Participants in the shows included Maya Angelou, Chuck Taylor African Dancers and various local celebrities and artists.
Results.
We created a "must see" show for five years running, a total sellout on the day tickets went on sale. Ed Camp produced, directed and staged the show, and helped enhance a strained relationship between the middle class African American community and Hanes Mall. Although difficult to put into dollars and cents, the goodwill created helped contribute to the overall sales success of the mall.
