Richmond, VA (December 2, 2004)–When Richmond, VA’s historic neighborhood Shockoe Bottom (founded 1790) was hit with tropical storm Gaston, over 50 businesses were plunged under 12 feet of water. The crisis inspired RainMaker and Greybox to join forces with other companies in the advertising/production community as well as key Richmond city entities to found the charitable 501c3 Shockoe Relief Fund.
Without flood insurance and FEMA assistance, a once burgeoning arts and entertainment district of restaurants, art galleries and other neighborhood services was overwhelmed. RainMaker Studios and Greybox worked hand-in-hand with other creative companies in The Superior Production Exchange (the production hub where RainMaker and Greybox are located) as well as The Martin Agency, VCU Adcenter and IYE Studios, with RainMaker executive producer Kristin O’Connor spearheaded a branding and pro bono marketing initiative that included logo design, radio, television and print advertising, in addition to a series of fundraising events thanks to in-kind creative services by Shockoe creative businesses.
The Back The Bottom Relief Concert was just one of a series of Shockoe Relief Fund initiatives produced and executed by the Shockoe creative community in partnership with the Richmond Economic Development Corporation, the River District Alliance, Richmond Renaissance and CityCelebrations. The concert featured performances by Cracker, Camper Van Beethoven (both feature Richmond-based frontman David Lowery) and Carbon Leaf. Local media donated print and airtime to run print, radio and television spots in the drive to “back the bottom.”
Six weeks in the Fund has raised over $325,000 to date. In addition to money earned for the area businesses by corporate and private donation, the Shockoe Relief Fund has directed attention to a burgeoning creative center and highlighted the effectiveness of community branding. Donations will be accepted until December 31, 2004.
Shockoe Relief Fund