Imagine if? That’s the question Dr. Alex Gee first asked decades ago when he dreamt up the idea of having a Black-led, -designed and -inspired cultural home in the heart of Wisconsin — unlike anything else in the country. After one conversation in 2021 between Dr. Gee and Hiebing’s CEO Dave Florin, our team was energized and excited to lend our marketing expertise to Dr. Gee’s vision for a space where Black residents could freely celebrate culture, escape microaggressions and harness community brilliance.

With the power of full-service marketing support, Hiebing assisted The Center for Black Excellence and Culture in a capital campaign that raised $28.5 million — enough funds to begin their construction. The Center’s team knew they wanted to celebrate the groundbreaking on a meaningful date: Juneteenth. This event had to recognize the enormous contributions of donors and the success of the capital campaign, all while building momentum within the community for the anticipated opening of The Center in late 2025. They turned to Hiebing to help lead the strategy and execution of a large-scale event. Here’s how we did it.

The Challenge

Transforming “imagine if” to “imagine when” with a groundbreaking ceremony as grand as Dr. Gee’s vision posed high stakes. This event was the first true test from the community and high-profile donors to see if The Center could deliver on its promise. Our challenge was to create and execute an event strategy as unique as The Center that truly celebrated the Black community’s past, present and future on Juneteenth.

With only 10 weeks to plan a large-scale event, the logistics presented a significant challenge. In coordination with The Center’s team, we planned for every detail. We created an event flow, enlisted community and political leaders to speak at the event and coordinated locations for external local vendor partners to set up booths for food, apparel, live music and more. We planned for AV, parking and hot weather accommodations, press coverage setup and ceremony staging.

To galvanize the community behind an authentic, celebratory, cohesive event, we coordinated and invited some of the most influential business, political and community leaders from across Madison and the greater Wisconsin area. We helped deliver a historic celebration on a historic date, honoring the community that brought The Center for Black Excellence and Culture to life.

The Strategy

Having all the details accounted for, we began developing a message that the community could rally behind and one that celebrated past, present and future for the Black community in Madison. We knew from the start that the date chosen, Juneteenth, would serve as a poignant backdrop. Balancing the importance of Juneteenth with a celebratory atmosphere, we crafted messaging that went beyond breaking ground on a new building. The message was about the future: celebrating the strength of Black culture, how Black history is inspiring future leaders and the vibrant opportunities The Center’s programming will promise.

To create a full culture celebration for our attendees, we dedicated space for local businesses at the event festivities, including boutique stalls, food vendors and even a live band to capture the diverse excellence found within Madison’s Black culture.

We draped the event in signage that made this vision truly feel like The Center coming to life: everything from fence wraps promoting jobs that are open for people interested in working at The Center, signage previewing the offerings within The Center to visual recognitions of the original 300 Black donors and Black leaders who made this moment possible. We even had custom lapel pins with The Center logo that attendees could proudly wear (because the details matter!).

To generate excitement in advance of the event, we deployed an aggressive media relations strategy that went beyond simple event awareness. We placed impactful stories that put a richer spotlight on the historical significance of the event and furthered the narrative of the capital campaign’s success. These features elevated the event from a typical groundbreaking to a true celebration.

Our strategy paid off, generating significant coverage and driving up attendance and interest. To document this historic moment, we went all out on social media. Livestreaming, real-time stories and on-site testimonials showcased what this groundbreaking meant to the community. This strategic approach ensured the event was not just memorable but also a powerful teaser of the celebrations and experiences to come at The Center.

The Impact

The impact of our event was nothing short of phenomenal. We secured 63 media placements across online, print, television and radio formats, with an astounding 35 of those being TV segments. Some stations began coverage as early as 5 a.m., with livecasts on site, amplifying our message far and wide.

The turnout was equally impressive, with over 400 community members in attendance. This diverse crowd included Black residents, members of the Madison community, business leaders and political figures — all coming together in support of The Center. The scale and success of the event marked a turning point in the narrative, as we turn focus to when doors open in late 2025. It showcased the community’s unity and the broad interest in and impact of The Center’s future offerings. This event didn’t just break ground; it built a powerful story of community, culture and collective aspiration.

Ready to make an impact with a large-scale event for your brand? Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.