Montgomery is

leveraging the area ’ s

compelling Civil Rights

history to attract group

travel , benefitting both

the visitors and local

businesses .

INAUGURAL BIG LIFE

Montgomery is a hub of significant history , and in recent years , a deeper appreciation for this has drawn tourists from around the globe . More tourism is always good for the area ’ s economy . But a recent influx of corporate groups looking to harness the stories of the city ’ s past to bolster their Diversity , Equity and Inclusion ( DEI ) efforts is also providing business benefits .

One obvious plus of group travel is getting more “ heads in hotel beds ,” and therefore more tax revenue and more people spending money locally . But , these groups are also underscoring the valuable experiences right here that Central Alabama-owned and -based businesses can use as they seek to enhance DEI in their offices , Experience Montgomery ’ s Hospitality & Tourism Consultant Ashley Jernigan explained .

“ In the wake of events in the past five years , there is a need and want to have a better understanding of social justice to enhance diversity and inclusion in schools , in organizations and at work , and here , our Civil Rights history is key to that . You leave with the truth of not only what happened before , but what is happening now too ,” Jernigan said . “ That ’ s something these groups are taking advantage of , but also something businesses right here at home can tap into .”

Putting emphasis on DEI in the workplace increases employee morale and can boost your bottom line . Recent studies show how a variety of backgrounds and experiences foster a culture of innovation , while also ensuring every employee feels invested , which translates to increased loyalty and often increased productivity .

The NCAA ’ s Big Ten Conference understands how motivating a tour of the area ’ s historic sites can be ; its leadership brought 200 staff and student-athletes , including some from the PAC-12 and the ACC , to Montgomery in July 2022 for its inaugural Big Life Series event . The visit also marked Experience Montgomery ’ s first curated DEI experience . They got so much out of the field trip , they came back for a second visit this past July ; this year , 125 people made the journey south .

The trips grew out of a 2020 Big Ten initiative called The Equality Coalition , which highlighted the importance of voting rights . “ We wanted to do a voting rights history trip ,” said Omar Brown , Big Ten Conference ’ s Senior VP , Community & Impact Officer . “ Originally , the plan was 14 students going to Selma to cross the Edmund Pettus Bridge , but as we looked into it , we saw how much related rich history there is in Montgomery .” The scope of the trip grew , as did the number of people who wanted to come , which meant Montgomery — with its regional airport , plus plenty of hotels and other

SERIES EVENT

200 Big Ten , Pac-12 and ACC staff and student-athletes visited Montgomery in July 2022

tourism infrastructure — better fit the group ’ s needs .

“ I ’ m so glad we ended up expanding . The bridge crossing was moving , but in Montgomery , we saw the other side of the struggle and the story ,” Brown said , “ through the Civil Rights Interpretive Center at ASU , plus the Legacy Museum and the Memorial for Peace and Justice . We left thinking Selma is a vital spoke , but Montgomery is the hub .” The group ate at locallyowned restaurants — The Cheesecake Empori-Yum was a favorite — stayed and conducted meetings at The Renaissance Hotel and explored the capital city ’ s walkable downtown .

“ The bridge crossing was moving , but in Montgomery , we saw the other side of the struggle and the story .”

- Omar Brown , Big Ten

Conference ’ s Senior VP ,

Community & Impact Officer .