retail gentrification in nashville by Genevieve Poist

Retail Gentrification in Nashville: East Nashville & Jefferson Street Maura Baldiga & Genevieve Poist

Retail Gentrification in Nashville: East Nashville and Jefferson Street Maura Baldiga Genevieve Poist City Planning 223 11 May 2014

Introduction The “retailscape” of a neighborhood is both a site for consumption, reflecting economics and cultural preferences, as well as a site for the production of material and symbolic control. Thus, changing patterns of retail, particularly in gentrifying neighborhoods, may serve to exacerbate exclusion, both materially and symbolically. Materially, new retail establishments may increasingly serve the interests of neighborhood newcomers, reflecting a shift to middle-‐ and upper-‐middle class amenities, which often encompass ‘alternative’ consumption habits. These shifts alter local amenities from serving “native” low-‐income, longer-‐tenured residents (the term “natives” will be used to describe the low-‐income, longer-‐tenured residents for simplicity, although this term obscures the diversity of these residents). Coupled with material shifts in available amenities, a changing retailscape can contribute to a sense of broader alienation as it seeks to create an identity for a “transformational” neighborhood and to brand a new “sense of place,” creating shifts in the symbolic economy of a space. Gentrifying neighborhoods often rely on a coalition of retail endeavors to redefine spaces and to, particularly in the public imagination, “rejuvenate” “low-‐quality” and “derelict” communities by way of middle-‐ and upper-‐class taste. Because low-‐income neighborhoods are frequently characterized by disinvestment, this newfound retail investment can reflexively be deemed positive, without critical evaluation given to the role that emerging retail establishments may play in displacing long-‐time businesses and residents and exhibiting symbolic and material control. Comparing two neighborhoods in Nashville, East Nashville and Jefferson Street, presents an opportunity to explore the intricacies of retail gentrification. East Nashville is a previously disinvested neighborhood in the advanced stages of gentrification, while Jefferson Street is a historically African-‐American area of Nashville that has yet to gentrify, but is currently being evaluated and monitored by private interests hoping to “rejuvenate” the area. This paper seeks to explore dynamics of material and symbolic control within the specific contexts of East Nashville and Jefferson Street by utilizing the location and discourses of local businesses within broader demographic and retail patterns. These local case studies will be rooted in theoretical conceptions of retail gentrification, the material and symbolic economy, and cultural segregation. A core question throughout the study remains: how can a community integrate amenities and culture for new residents while continuing to provide and preserve amenities and culture for native residents? Although we do not arrive at an answer through this research, this paper strives to understand the processes of material and symbolic control that are embedded within the retailscape and to explore what strategies can be employed to allow for diversity of material and cultural amenities. In particular, understanding current processes of material and symbolic control that are being exerted through retail gentrification in East Nashville can 2

provide potential discourses and spaces for action regarding how the city of Nashville can capitalize on increased interest and investment in the Jefferson Street neighborhood in such a way as to broadly benefit both current and future residents. Theories of Gentrification and Exclusion Gentrification & Retail Gentrification Gentrification describes a process in which a neighborhood experiences an influx of higher-‐ income, higher-‐educated residents-‐-‐often white-‐-‐who are able to take advantage of relatively low-‐priced land and real estate values. Displacement describes the process, complementary to gentrification, in which various factors, including rising real estate values, create instability for native residents who are less able to afford to remain in their original neighborhood. As a process, gentrification is driven by a confluence of cultural and economic factors. The ultimate impact is a severe disturbance in the lives of working-‐ and lower-‐income residents whose neighborhoods are the site for new investment (Slater, 2003). The retailscape of a neighborhood is the mix of shops, restaurants and services that are available there (Bridge & Dowling, 2010). The retailscape represents a constantly shifting set of amenities that both serve current residents, and attract future residents to an area. The availability and diversity of retail amenities varies across neighborhoods for multiple reasons, including the commercial market, variation in the purchasing power of residents, and institutional factors (Meltzer & Schuetz, 2010). The importance of commercial and service amenities in neighborhood identity and attraction has increased in recent years. Over time, particularly as the industrial base of cities has shifted, cities are increasingly perceived as centers of consumption rather than production. Retail establishments serve an increasingly important role in cities as spaces to socialize, to signify distinction, as well as to consume. Silver, Clark, & Yanez describe how, “in increasingly post-‐ industrial societies, it is claimed, where labor-‐intensive production is giving way to knowledge-‐ and information-‐intensive production, more individuals have more time to enjoy and define themselves by their engagement with the ‘amenities of life’” (2010, p. 2294). Thus, fostering diverse consumption amenities has become a prominent goal of cities seeking to attract educated, middle-‐class, creative individuals. Gentrifying neighborhoods become important sites where capital investments and the consumption-‐orientation of cities coalesce. Increasing investment coupled with lower land prices creates conditions in gentrifying neighborhoods that are highly suitable for the creation of new retail establishments. These establishments are able to signify both a city’s and a specific neighborhood’s suitability for future capital investments and desirability for certain 3

types of residents and consumers. New retail establishments in gentrifying neighborhoods become a key aspect of the public image and discourse of a city seeking to appeal to the consumption patterns of middle-‐ and upper-‐class future residents. The term retail gentrification seeks to capture the process in which new retail and consumption spaces within gentrifying neighborhoods increase the precarity of current retail establishments. New retail amenities in gentrifying neighborhoods exist within the context of rising property values and an influx of white and middle-‐class residents, creating conditions for direct displacement through competition or rising rent (Zukin, 2009, New Retail Capital). Beyond direct displacement, in these neighborhoods, new retail frequently caters to the material needs of more affluent residents, who in gentrifying neighborhoods will increasingly be newly-‐arrived residents (Zukin, 2009, New Retail Capital). While new retail in gentrifying places may not be intrinsically racially differentiating, it can still produce exclusion through discourses of distinction (Zukin, 1995; Shaw, 2011). New retail establishments in gentrifying neighborhoods represent and confirm the desirability and value of middle-‐class, usually white, consumption habits. The affirmation of these particular values comes to the denigration of other patterns of consumption, particularly the consumption habits of the native residents in a community. Bridge asserts that, “the valorization of one set of tastes in economic, symbolic and social terms results in the displacement of other tastes, often ‘working-‐class’ or ‘ethnic’” (2006, p. 728). New retail can also be a key part of attracting future residents that are considered “more desirable” for a community, thus retail gentrification can both reflect and facilitate residential gentrification patterns (Brown-‐Saracino, 2004). The conditions for gentrification were created through disinvestment, which led to lagging commercial amenities and property values. Thus, a simplified understanding of gentrification and retail gentrification de-‐politicizes the opening of new businesses and instead considers any new business a success. Material and Symbolic Economy The economy of a space can be understood as having two distinct components. The material economy represents the actual goods and services that are being provided in a space, while the symbolic economy describes how a space is created through discourse and representation. The retailscape of a neighborhood has both material and symbolic significance, thus each of these dimensions is impacted and shifted by retail gentrification. Materially, retail gentrification changes what goods and services are available to both new and long-‐term residents (Sullivan & Shaw, 2011). As new retail enters a neighborhood, residents generally have a positive response if it provides desired goods and services, makes residents feel comfortable to enter, and provokes minimal displacement of other retail (Sullivan & Shaw, 2011). These conditions are rarely met in gentrifying neighborhoods. Rather, gentrifying 4

neighborhoods are frequently the site for new retail establishments that reflect the class divisions embedded in gentrification pressures. Longtime residents are less likely to want to or be able to afford goods and services at these retailers (Sullivan & Shaw, 2011). Additionally, new retail spaces may create physical spaces in which new residents feel comfortable and in which native residents feel unwelcome. Beyond the material impacts of retail gentrification, the retailscape is an important part of the symbolic economy which frames and controls spaces through both visual and discursive means (Zukin, 1995). Retail spaces, and those who own and manage them, are key actors in the aesthetic presentation and public image of a neighborhood. As new residents and merchants claim symbolic ownership, they are necessarily doing so at the expense of other, previous conceptions of meaning in that space. The shift in the symbolic economy of a space reiterates a theme in gentrification literature that finds that gentrifiers frequently establish social networks and cultures that are distinct from native residents, rather than choosing to integrate themselves into existing networks (Greenberger, 2013). There are a variety of processes and actors that work together to define and control the symbolic economy of an area. Neighborhood entrepreneurs should be understood as agents of revitalization and gentrification and thus, as welders of symbolic control in a neighborhood (Sutton, 2005). Merchants associations, or a coalition of merchants in an area, have a strong impact on the social and institutional parts of a neighborhood, particularly as they are able to publicly articulate a neighborhood identity and vision through branding and event-‐sponsorship (Sutton, 2005). A particular studied phenomena of the symbolic economy is the creation and implementation of public events on the street, such as festivals and art walks, which have become a fixture of various gentrifying urban districts (Shaw, 2011). These public endeavors signify that a space is open and ready for investment, allowing a neighborhood to attract consumers and potential future residents (Lloyd, 2011; Sullivan & Shaw, 2011). Two particular case studies illustrate the processes of material and symbolic transformation in gentrifying neighborhoods. Abbot Kinney Boulevard is the commercial hub of Venice Beach, California, originally a working class community, but increasingly associated with a bohemian, art-‐focused identity (Deener, 2007). The corridor was originally an economically and racially mixed commercial artery and a site for amenities that served diverse populations, including a nonprofit, various Black-‐owned businesses, a teen center for African American youth, artists’ studios, and affordable thrift stores (Deener, 2007). The material economy of the block has sharply shifted over time, with the closure of the nonprofit, most of the Black-‐owned businesses, and the teen center. These establishments have been replaced by a variety of independent, small shops and restaurants, which are linked by anti-‐corporate discourse 5

employed by merchants to describe the neighborhood (Deener, 2007). The Abbot Kinney Merchants Association describes the amenities of the street as, “some of the finest restaurants, unique art galleries, prestigious wine shops, and exciting nightlife” (“About Abbot Kinney,” 2014). A discourse of distinction was created and curated by merchants and entrepreneurs. These local actors were able to choose what aspect of the community to promote most prominently; anti-‐corporatism was highlighted, rather than economic and racial diversity (Deener, 2007). Secondly, Sullivan and Shaw’s study of Alberta Street Arts District in Portland, Oregon reflects shifting dynamics of the material and symbolic economy and how they may be perceived differently by Black and White residents. The Alberta Arts District exemplifies a gentrified neighborhood, having been the site for a large increase in White, middle-‐class residents. This demographic shift was accompanied by a large decline in Black-‐owned businesses and an increase in White-‐owned businesses (Sullivan & Shaw, 2011). Perceptions of retail gentrification, and material and symbolic shifts in the economy, varied dramatically along racial lines in Alberta. Black residents were less likely to say that new retail establishments satisfy their instrumental needs, while White residents were more likely to talk about positive cultural change (Sullivan & Shaw, 2011). All White residents, even those who did not consider themselves bohemian, liked the new retail, citing the fact that it improved aesthetics, enhanced the community, and attracted desirable newcomers (Sullivan & Shaw, 2011). Longtime Black residents professed displacement concerns, particularly mentioning that new businesses were not meeting their needs and were also contributing to a changing culture in the neighborhood (Sullivan & Shaw, 2011). Cultural Segregation Cultural segregation, and inherent subjugation, determines what cultures and actors are able to participate in articulating and creating the material and symbolic economy of a space. In American Apartheid, authors Massey and Denton discuss the notion of “cultural segregation” as it relates to the formation of Black ghettos and an isolated, antithetical-‐mainstream culture within the US. The authors specifically note the development of Black culture and how it produces a set of aspirations and characteristics positioned in direct opposition to those of the White, mainstream culture that it is created to combat. In Massey and Denton’s discussion, marriage and family stability are devalued, single-‐motherhood is praised while fatherhood is shunned, and academic success is to be avoided at the risk of “acting White.” This cultural segregation has also produced a different language—the urban English dialect that is often seen as a sign of unintelligence in public schools—that separates White and Black culture even further and creates unnecessary obstacles for Black children to succeed educationally (in addition, of course, to the fear of “acting white” by doing so). In their thesis, Massey and 6

Denton argue, “the emergence of a culture of segregation . . . limits the number of minority families who aspire to leave the ghetto” (Massey, 1993, p. 185). For Massey and Denton, the development of Black culture is relevant to the divisiveness between ghetto and non-‐ghetto culture and in the persistence of poverty within isolated Black neighborhoods. For our study, however, it seems most effective to discuss this notion of cultural separation as it pertains to the intersection of cultures within gentrifying spaces and the market-‐value assigned to each culture and its related effects. Disinvested communities, and communities which have been intentionally damaged via their “suitability” for things such as highways (see here Jefferson Street and the negative effects of the construction of highway 40), are disinvested, from a capitalist perspective at least, precisely because they do not have capital flowing into and out of them. Hence the “simple” solution of gentrifying neighborhoods by adding businesses that visitors with more money will want to patronize and housing/amenities that will attract wealthier residents who can invest in the neighborhood and elevate its status. However, the businesses, amenities, and residents that have the ability to invest are most often a part of white culture. White culture is, then, valued at a much higher market rate than other forms of culture, especially Black culture. Thus, if one wants to bring money to an area, one will rely on the elements of White culture because the highest economic value is attached to that particular culture. The question remains, then, if Black culture carries little economic value in the White-‐dominated and defined capitalist market, then how can one revitalize and re-‐invest in a neighborhood by relying on its native culture? White amenities and businesses have an attached value because of the privileged class they service, while Black amenities and businesses have a lesser value because of the dispossessed class they service. The question here is if it is possible to bridge this gap in bringing investment to low-‐income communities within the capitalist framework in which we currently operate. Essentially, how does one elevate the economy of an area without whitewashing it? An ethnographic study of gentrification in East Nashville at large (including and extending beyond the Five Points neighborhood) discusses the notion of place-‐making and the attractiveness of the neighborhood while barely touching on or interviewing the lower-‐income and minority populations and their involvement in this transformative process (Eysenbach, 2011). (Perhaps it could be said that this lack of inclusion in the paper is simply a reflection of the lack of inclusion in reality that these residents have had in the gentrifying process.) East Nashville is deemed attractive as a neighborhood due to its “simultaneous isolation and proximity to downtown” and “mix of desirable urban amenities in a suburban setting.” Who is defining this “positive” aspect of East Nashville? Is this a community characteristic desired by white culture or collectively shared by all cultures in their evaluation of communities and neighborhood livability? 7

East Nashville is cited as changing from a place of crime to a “vibrant” and “hip” community (Eysenbach, 2011). These factors of place are “ideas” perpetuated and believed until they are made reality. Namely, there is still crime in East Nashville, and there was indeed some sort of character to the community pre-‐gentrification. However, this aforementioned transformation is the most popular way of viewing East Nashville in terms of its changing quality of “place.” This article notes that gentrifiers of all types-‐-‐bohemians, yuppies, hipsters, and homosexuals (categories defined by the author) alike-‐-‐want to “cater to their own community” when it comes to reshaping East Nashville and building new businesses and amenities (Eysenbach, 2011). This notion is perhaps the most relevant to our study. Since it is seemingly only natural for gentrifiers-‐-‐whether they are gentrifying or not-‐-‐to desire to design a space so that it caters to their needs and interests, their presence-‐-‐and dominance-‐-‐in an area will likely transform that area to fit their needs if it does not already do so, thereby displacing the pre-‐existing services that cater to the pre-‐existing population (which is often much less powerful-‐-‐ economically and politically-‐-‐than the newcomers). This thesis just barely mentions the James Cayce Homes project in East Nashville, a neighborhood that houses a large portion of the area’s minority and low-‐income residents whose presence in the “diverse” and “vibrant” rejuvenated East Nashville is otherwise absent. A political representative for East Nashville notes that these community members have little representation in the meetings and movements of East Nashvillians; these residences simply have less time to devote to appearing at political meetings and are possibly swindled by their lone representative (Eysenbach, 2011). No mention is made of the isolation or exclusion these residents may feel from all of the “happenings” in new East Nashville. After all, it is their culture that was deemed dangerous, blighted, and in dire need of improvement. Finally, interesting to note is the destruction of the East End Market, a small corner store/cold beer store, which was seen as a great achievement for the renewal of East Nashville, so much so that residents chucked tomatoes at the building before it was demolished as a part of the Tomato Arts Festival (a street festival that has become the hallmark of the neighborhood’s new identity) (Eysenbach, 2011). The glorification of destroying a locally owned, likely historic, retail element of the neighborhood hints at how disconnected these supposed “improvements” of the East Nashville area are from its original inhabitants and history. 8

Two Neighborhoods of Study East Nashville East Nashville was initially home to many prosperous Nashville residents, but entered a period of decline that was driven by urban renewal programs and the building of a large public housing project in the neighborhood during the 1940s to 1960s (The Tennessean, 2006). The commercial hub of East Nashville, called Five Points, is situated just one mile from the Cayce Homes Housing Program, which is still the largest public housing project in Nashville (Lloyd, 2011). The broad discourse surrounding East Nashville is one of restoration, beginning in the 1970s, when “urban pioneers” initially began moving into the disinvested neighborhood (The Tennessean, 2006). By the 1990s, East Nashville was increasingly considered a neighborhood welcoming to artists and young families (The Tennessean, 2006). Particularly since 2003, there has been a massive increase in trendy commercial activities in East Nashville (Lloyd, 2011). East Nashville has increasingly gained local and national attention for its cultural amenities, including artisan food and music venues (Severson, 2012). For our analysis, East Nashville is defined as census tracts 119, 121, 192, or as zip code 37206. These are most closely aligned with the Five Points commercial district, which is the primary commercial hub in East Nashville. Census and American Communities Survey Data Census data from East Nashville demonstrates major demographic shifts occurring within this neighborhood in recent years, including shifts in race and income, which are key signifiers of gentrification. The racial makeup of the area has changed dramatically: the “White alone” population, which made up 48% of the population in the 1990 census, rose to 63% of the population in the 2008-‐2012 ACS. This increase has been mirrored by a decrease in the Black or African American alone population in the area, which has decreased from 51% of the population in 1990 to 32% of the population in 2008-‐2012 (see Appendix Figure 1). The median income by census tract has increased throughout the neighborhood, with the various census tracts seeing increases in median income ranging from 10.45% to 37.83% (see Appendix Figure 2). Coupled with median income, the East Nashville census tracts were also the site for a small increase in poverty, evidence of continued local inequality. While Tract 121 saw no increase in the percent of individuals in poverty, both Tract 119 (+2%) and Tract 192 (+11%) saw increases between 2000 and 2008-‐2012 (see Appendix Figure 3). Business Data (LEHD and US Census NAICS) East Nashville, as defined by the aforementioned census tracts, saw an increase in primary jobs by 11% between 2002 and 2011 (see Appendix Figure 8). Jobs that made over $3,333 per month increased by 42% and jobs earning less than $1,250 increased by 27%. During this same 9

period, middle-‐wage jobs, earning between $1,251 and $3,333, decreased by 9%. This breakdown of earnings and job growth support a narrative of growing inequality as jobs are created at the high-‐ and low-‐ends of the pay scale. Zip code 37206, which includes East Nashville, experienced an increase of 7% in the number of local establishments between 2000 and 2011 (see Appendix Figure 4). During these same years, the number of paid employees in the zip code decreased by 36%, while the first-‐quarter and annual payroll numbers decreased by 28% and 19% respectively (see Appendix Figure 4). The spread of establishments by number of employees in zip code 37206 aligns well with county-‐wide statistics for Davidson County (which is coterminous with the City of Nashville), with no significant shifts between 2000 and 2011 (see Appendix Figure 5). The largest change occurred in the percent of total establishments with between one and four employees, which increased from 49% to 56%, perhaps indicative of the growth of small, local retailers (see Appendix Figure 5). Zip code 37206 continues to have few large employers, with only 1% of firms in the zip code operating with more than 100 employees. This differs only slightly from the county-‐wide average of 4% of firms operating with 100 or more employees (see Appendix Figure 5). The 2-‐digit NAICS codes indicate that the most prominent industries in zip code 37206 are “Other Services” and “Retail Trade,” which each characterized 17% of establishments in the zip code in 2011 (see Appendix Figure 6). Manufacturing only describes 4% of establishments both county-‐wide and in zip code 37206. The percentage of establishments characterized as “Accommodation and food services” increased from 5% to 11% between 2000 and 2011; thus, zip code 37208 shifted from being below the county-‐wide level to above (see Appendix Figure 6). This supports the broader East Nashville narrative of a place that continues to become a destination for cuisine and consumption. Jefferson Street Jefferson Street was a vital part of the Black community and cultural life in Nashville from the 1940s through the 1960s (JUMP, 2012). The Jefferson Street neighborhood was a prosperous, thriving community and was the site for multiple historically black colleges and universities, including Fisk University, Meharry Medical College, and Tennessee State University (Smietana, 2013). The district saw significant shifts during the 1960s when an interstate was built, segmenting and isolating the community; simultaneously, desegregation provided the Black community with expanded access to other commercial areas of Nashville which led to a sharp decrease in commercial activity (JUMP, 2012). 10

In recent years, there has been growing discourse regarding the need for increased investment in the Jefferson Street corridor, including a project in 2012 which transformed the I-‐40 interstate underpass into a plaza commemorating Black history in Nashville (Nashville.gov, 2012). The City Government asserts that its goal for the neighborhood is, “to re-‐energize Nashville’s historic Jefferson Street and turn what was once a public eyesore into a pedestrian plaza of community pride and history for both residents and visitors” (Nashville.gov, 2012). Discourses of redevelopment continue to gain public support, particularly a new minor league baseball stadium is built adjacent to the neighborhood (Smietana, 2013). For our analysis, the Jefferson Street district is defined as census tracts 138, 139, and 142, or as zip code 37208. Census and American Communities Survey Data Census data for the Jefferson Street neighborhood varies significantly from that in East Nashville, as the neighborhood has experienced much greater stability over time. There have been gradual shifts in the racial demographic of the Jefferson Street corridor, with the White population increasing from 2% in 1990 to 7% in 2008 -‐ 2012 (see Appendix Figure 1). During these same years, the Black population decreased from 97% in to 92% (see Appendix Figure 1). Between 2000 and 2008-‐2012, the census tracts did not undergo a significant increase in median income. The median income of Census Tract 138 increased by 3.24%, while both Census Tract 139 and Census Tract 142 experienced decreases in median income of -‐0.38% and -‐8.16%, respectively (see Appendix Figure 2). Across the census tracts there were also increases in rates of poverty. Between 2000 and 2008-‐2012, each census tract experience at least a 15% increase in the percent of the population living in poverty (see Appendix Figure 3). Business Data (LEHD and US Census NAICS) Between 2002 and 2011, Jefferson Street, as defined by the aforementioned census tracts, experienced an increase in jobs of 17%. During this time period, jobs making more than $3,333 per month increased by of 95%, while jobs making less than $3,333 per month decreased (see Appendix Figure 7). Thus, jobs that are being added in this census tract are disproportionately higher wage jobs. Similarly to trends in East Nashville, this phenomena may be representative of growing inequality in the neighborhood. At the zip code level, the number of establishments in the Jefferson Street neighborhood increased by 4% between 2000 and 2011, while the number of employees increased by 20% (see Appendix Figure 4). Payroll in the zip code containing Jefferson Street increased in the first-‐quarter by 62% and annually by 70%, once again reflecting increasing wages in the neighborhood (see Appendix Figure 4). The distribution of establishments by number of 11

employees in the Jefferson Street neighborhood highly aligns with the county-‐wide distributions in 2000 and 2011, and there were no significant shifts during this time (see Appendix Figure 5). In zip code 37208, “Retail Trade” and “Other Services” are the most common industries, and are both slightly above county-‐wide statistics (see Appendix Figure 6). Manufacturing in zip code 37208 has stayed constant at 6% of establishments between 2000 and 2011, which remains above county-‐wide percentages (which were 4% in 2000 and 3% in 2011). The percentage of “Accommodation and food services” establishments increased from 9% to 13% between 2000 and 2011; thus, zip code 37208 is now above the county-‐wide average (see Appendix Figure 6). As Jefferson Street become a site for increased investment, this sector could continue to see increases. While this neighborhood continues to have a below-‐ countywide percentage of “Professional, scientific, and technical services,” this industry has increased from 4% to 9% of industries between 200 and 2011, possibly reflecting the beginning stages of gentrification in this community (see Appendix Figure 6). Shifts in the Material Economy In order to illuminate shifts in the material economy, it is necessary to examine changes in the overall concentration of local businesses, which provide amenities and culture for native residents, and the character and proliferation of new businesses, which may be seeking to primarily provide for the demanded amenities and cultural opportunities of new residents. Methodology We used a qualitative analysis of businesses in both East Nashville and the Jefferson Street Corridor in order to survey the material economy of Nashville’s shifting retailscape. Business data was collected from two merchants association (the Historic East Nashville Merchants Association and The Jefferson Street United Merchants Partnership), Yelp listings (taken from a search of the geographic region of each neighborhood), and a Google maps search for businesses listed within the defined geography of each neighborhood. Observations Overall Business Count Of the 162 businesses listed within East Nashville, 58 of them (36%) were considered professional services, that is, services such as business consulting, graphic design, marketing, and legal work. These 58 were eliminated from the qualitative analysis of the retailscape, which was to include only businesses offering products and services to personal, or non-‐professional, patrons. One of the listed businesses was closed, and two were non-‐profits or volunteer-‐based

entities, so these three were also eliminated from the retailscape analysis (see Appendix Figure 19 for edited establishments, see Appendix Figure 22 for unedited establishments). Of the 140 businesses listed within the Jefferson Street corridor, 80 of them (57%) were considered professional services and were eliminated as aforementioned. Twenty-‐eight (20%) businesses were listed as non-‐profits or volunteer-‐based entities, including schools and churches, and these too were eliminated. One listed business was closed, and this establishment too was removed from consideration (see Appendix Figure 18 for edited establishments, see Appendix Figure 23 for unedited establishments). Once professional services were eliminated, 101 businesses remained for analysis in East Nashville, while only 31 of the original 140 fit our definition of individual-‐patronage-‐based retail in the Jefferson Street corridor. This difference is itself worth noting. While the total businesses only differed by 22 between East Nashville and Jefferson Street when all business-‐types were included, the difference grew to 70 when professional and non-‐profit businesses were removed. This difference may indicate that Jefferson Street is not a viable and attractive location for consumers, even though professional services will locate there. Further, the high-‐ count of non-‐profits on Jefferson Street (20% versus 1% in East Nashville) may be a reflection of cheaper real estate on Jefferson, as non-‐profits typically lack the capital needed to locate in prime land markets. Retail Tenure Modeling a study put forth by Zukin regarding neighborhoods in New York (Zukin, 2009), we first examined the tenure of each retail establishment. Businesses were classified as one of the following: 1) “New/Entrepreneurial Capital”: “small local chains or individually owned stores, with a recognizably hip, chic, or trendy atmosphere, offering innovative or value added products and enjoying a buzz factor in promotion, including heavy press coverage and online presence,” 2) “Corporate Capital”: “identified with publicly traded, franchised, or large local or translocal chains,” 3) “Local Capital”: “refers to individually owned small businesses [and local chains] that served long-‐term residents prior to recent redevelopment,” or 4) “Unknown”: the tenure is not made apparent via the business listings examined (Zukin, 2009). In East Nashville, 54 out of 101 businesses (53%) were classified as “New/Entrepreneurial Capital,” while only 11% of businesses were considered “Local,” 19% “Corporate,” and 18% “Unknown” (see Appendix Figure 10). Thus, over half of the businesses in East Nashville are recent additions to the area—and likely serving the recent residential influx as well. In regards to time, “New” typically referred to anything created in 1995 onward. Bongo Java, for instance, was considered local because the Nashville chain started in 1993, even though the East Nashville branch did not open until much later, and it is marketed toward a “newer” demographic. It is 13

also important to note that within the “Historic” East Nashville Merchants Association, 72% of its businesses disclosing their tenure had only been opened since 2000, and 44% had been opened just since 2005 (see Appendix Figure 19). As suspected, things appear much differently on the Jefferson Street Corridor. Of the 31 businesses remaining for analysis, only 4 (13%) were considered “New/Entrepreneurial Capital.” The majority of businesses (17 or 55%) were classified as “Local Capital,” with 16% falling to the “Corporate” classification and 16% remaining “Unknown” (see Appendix Figure 11). Thus, Jefferson Street, as it stands currently, is a much more locally serving neighborhood in regards to tenure and is perhaps unwelcoming to new capital interests. Retail Diversity Next, we analyzed the diversity of the retailscape in each neighborhood. In order to do this, we classified businesses into the following categories: Dining, Grocery/Drug Store, Hair/Salon/Spa, Boutiques/Apparel, Pet Services, Yoga/Massage/Movement, and Other. In East Nashville, 80% of retail was classified as “dining,” with the remaining 20% split as shown among various other industries (see Appendix Figure 12). Of specific note in the make-‐up of East Nashville businesses is the number of dog-‐related retail establishments—one complete with doggy webcams-‐-‐ (4), yoga/movement/massage studios (4), and fashion-‐related enterprises (6). Only one pet-‐related enterprise and one “boutique” (high-‐end apparel) exist currently in the Jefferson Street corridor. Moving to that locale, Jefferson Street saw much more diversity in its retailscape when compared to East Nashville (see Appendix Figure 13). Although the majority of establishments are also dining-‐related (35%), there is a strong representation of grocery/drug stores (13%), hair salons/spas (23%), and boutiques/clothing-‐related shops (10%). From this diversity element, it may be said that the retail gentrification in East Nashville is limiting the commercial scope of the area, which stands in contrast to the belief that East Nashville is a “diverse” area and that gentrification increases economic diversity (Lees, 2008, p. 2449). Thus, although the East Nashville neighborhood has a significantly higher count of retail establishments overall, it is much less diverse in the function of those establishments, as nearly all cater to food and drink habits of patrons. Retail Cost Next, the cost of retail was evaluated, based on Yelp classifications ($ for cheapest, $$ for mid-‐ range, and $$$ for expensive) and assessed from business websites and Google listings when not listed on Yelp. In East Nashville, only 4% of businesses were listed as “$$$,” which is surprising given our expectations of the neighborhood servicing an increasingly wealthy demographic. Fifty-‐percent of businesses were valued cheaply (“$”), while there was an almost even split between mid-‐price establishments (23%) and “Unknowns” that did not have prices 14

listed (24%) (see Appendix Figure 14). Thus, nearly a majority of East Nashville establishments fall into the cheapest price range, which is counterintuitive to the logic of gentrification literature, which often dictates a material shift from low-‐cost goods to increasingly higher-‐cost products. However, it should be noted that Yelp’s cheap rating (the “$”) is quite generous and does not take into account the overpriced nature of niche goods. For example, artisan coffee shops in which a cup of coffee can cost upwards of $4.00 will still be considered cheap (“$”) because the cost of their products—between $4-‐$10—is still on the low-‐end of restaurant prices. In other words, Yelp price rankings are not relative to the goods they are describing. Thus, several of the “low-‐cost” establishments in East Nashville may in fact be serving over-‐ priced items—like $4-‐6 cups of coffee—that are masked by the Yelp scale. Moving to Jefferson Street, the majority of businesses are again in the low-‐cost category, with 58% of all establishments registering cheaply. No businesses fell into the most expensive category, and only 6% were in the mid-‐price range. The remaining 35% of businesses were declared “unknown,” most typically because so much of the Jefferson Street business data was inaccessible and poorly marked (see Appendix Figure 15). Retail Promotion and Marketing On that note, we next examined the online presence and promotional techniques of each business. Businesses were noted as having an advanced, medium, poor, broken, or nonexistent website, and they were then checked for Facebook, Twitter, and other social media presence, listings on Yelp, and having more than five reviews on a Yelp listing. A complete list of observations can be seen in Appendix Figure 9, but we will highlight a few key points here. First of all, although 45% of East Nashville’s retailscape lacks websites, a comparable 46% have advanced or medium-‐level websites. On Jefferson Street, however, 61% of businesses lack a website, and only 22% have advanced or medium-‐level websites, with only 3% (1) falling into the advanced category. Secondly, in East Nashville, 57% of businesses were on Facebook, Twitter, or both, while on Jefferson Street, the same could be said about only 20%. Finally, of the 74 businesses (73% of overall) listed on Yelp in East Nashville, 64 of them (63% of overall) had at least five reviews. Contrastingly, on Jefferson Street, only 14 of the 31 (45%) businesses studied had a presence on Yelp, and of those 14, only 4 (13% of the total) had more than five reviews. Most businesses listed on Yelp had 1 or 0 reviews and little to no information aside from a name and address. What all of this means, exactly, is not explicit, but the greater online presence of East Nashville—and the immense interest in the area shown through the exorbitant amount of Yelp reviews for its businesses—is perhaps indicative of East Nashville’s “material value” in comparison to Jefferson Street, and the demographics both are serving (those with Internet access and free time to spend writing extensive Yelp reviews versus those without one or both of those characteristics). 15

Retail Atmosphere Finally, the “atmosphere” of each establishment was elevated. Although “atmosphere” is a quite intangible sensation, the “feel” of each place, based on prices, menu and website design, marketing, literature, patronage as seen through photograph, and even the typeface of menus and signage was considered in the process of researching each business. Since the changing retailscape as it relates to the gentrification process is often concerned with 1) the increased cost of retail, 2) the introduction of “bohemian” or “trendy” businesses, appealing to Richard Florida’s young “creative class,” and 3) racial displacement, three factors were evaluated: 1) if a business is “upscale,” 2) if a business is “trendy,” and 3) if a business is explicitly affiliated with the Black population. In East Nashville, 21% of businesses studied could be considered “upscale” from a combination of the aforementioned factors, 34% could be considered “trendy,” and 0 were explicitly affiliated with the Black population (see Appendix Figure 16). On Jefferson Street, 10% (3) businesses could be considered upscale (but, it should be noted, likely still lower-‐scale than the majority—if not all—of the upscale businesses in East Nashville), 10% (3) could be considered trendy, and 26% (8) were explicitly affiliated with the Black population (though the number is likely higher than this, we only accounted for businesses that mentioned their affiliation, ownership, or staffing explicitly on the website or listing) (see Appendix Figure 17). Thus, although “upscale” and “trendy” may be quite ethereal descriptors, whatever they are is definitely present and likely growing in East Nashville. Further, if we recall the Black population residing in East Nashville’s Cayce housing project—a population often left out of neighborhood literature and community decision-‐making—it should be noted that the lack of Black-‐affiliated establishments in East Nashville is likely a problem since those residents are not being catered to or served. In other words, East Nashville’s lack of any explicitly-‐Black-‐affiliated businesses is not merely because East Nashville has no Black residents; it is instead because East Nashville’s Black residents have lost control of the material economy in the neighborhood. Finally, the presence of some trendy establishments on the Jefferson Street corridor—even if sparse—is a potentially telling sign that the material economy of Jefferson Street will soon be shifting, likely in the way of East Nashville. Shifts in the Symbolic Economy Beyond the material economy, retail gentrification has the potential to create powerful shifts in the symbolic economy of a place. The symbolic economies of East Nashville and Jefferson Street were analyzed through multiple means, including the websites of local businesses, and each neighborhood’s merchants association and primary public event. This inquiry provides an initial understanding of the discourses that are being used publicly to communicate about these neighborhoods, although a comparative analysis over time would be necessary to draw precise conclusions about how these discourses have shifted through changes in retail. 16

Out of the 101 East Nashville businesses identified, twenty-‐three explicitly referred to being located in the East Nashville neighborhood on their primary website (see Appendix Figure 20). (In order to be considered a reference, the website had to include information beyond simple directions or factual statements regarding location.) These references were all ‘positive’ towards the neighborhood. ‘Historic’ and ‘heart of East Nashville’ were the most common keywords used to describe the neighborhood. Only three businesses used explicit language of revitalization, which were characterized by the key terms ‘pioneer’ and ‘up-‐and-‐coming.’ Bongo Java, a café in the neighborhood, exemplified revitalization discourse by stating, "Our East side café opened in 2000 and helped revitalize the East Nashville neighborhood. There wasn't much in Five Points when we [started]. Nearly fourteen years later we're proud that we were a pioneer and excited to have such great neighbors…" (Bongo Java East, 2014). The Tomato Arts Festival is the key public event in East Nashville and was founded in 2004 by the owners of a Nashville Art Gallery. Attendance has grown each year with an estimated 35,000 attendees in 2013. The official website recounts the history stating that, “the Tomato Art Fest proved so popular that it immediately turned into an annual, signature event for the hip, urban neighborhood of East Nashville” (Tomato Arts Festival, 2013). The festival, which features live music and a variety of contests, has multiple sponsors, including national chains, local businesses, a local high school, and media outlets (Five Points Pizza, Art & Invention Gallery). The narrative of the Tomato Arts festival is that it is ‘the best,’ ‘wacky,’ and a unifying force for the community. Reviewing the discourse of the Tomato Arts Festival clearly indicates that supporters view it as a ‘signature’ event for the community, a discourse which excludes other public events that may be taking place or may be desired. Coupled with a discourse of distinction, it is clear from qualitative analysis of sponsors (coffee shops, boutique ice cream), descriptors, and photographs that the Tomato Arts Festival appeals largely to a middle-‐ and upper-‐class, gentrifying aesthetic. A final site for the symbolic representation of East Nashville is through the neighborhood’s merchant association, the Historic East Nashville Merchants Association, founded in 2003. The organization, which has control over the online domain eastnashville.org, represents itself as a collective with a cooperative spirit. One of the most interesting aspects of the organization’s work is how each year it honors an “East Nashville Business of the Year” and an “East Nashvillian of the Year” (Historic East Nashville Merchants Association, 2014). Thus, the Historic East Nashville Merchants Association is explicitly creating, codifying, and publicizing what it takes to be a great East Nashville business or resident. An entity formed in 2003 is able to exercise control over defining the values of East Nashville. What the Historic East Nashville Merchants Association website does not capture is what alternative or contentious

understandings there may be in the community regarding what makes a ‘good’ resident or business. Jefferson Street has a lower public profile than East Nashville, due both to the neighborhood’s fewer establishments and their less prominent web presence. Six of the thirty-‐one identified establishments in this area referenced the neighborhood on their primary website (see Appendix Figure 21). In contrast to East Nashville, there was only one fully positive discourse. Interestingly, the positive discourse used very similar language, the key words ‘historic’ and ‘heart,’ to businesses in East Nashville. This business also happened to be one of the few new businesses on Jefferson Street with a well-‐developed web presence. The primary discourse, which was utilized by four establishments, was of linkages. Each of these establishments referenced the proximity of their business to downtown Nashville. Thus, rather than recognizing the ‘heart’ of Jefferson Street, this discourse was primarily concerned with its proximity to other destinations. The primary public event for Jefferson Street is the Jefferson Street Jazz Festival, which is currently in its fourteenth year. Much like the businesses within Jefferson Street, the web presence of the Jazz Festival is underdeveloped. This lack of publicity contrasts with the Tomato Arts Festival in East Nashville, and indicates that the Jazz Festival may be primarily attended by local residents or individuals with insider knowledge. Besides a vendor application and pictures of the event from previous years, there is minimal description or discourse surrounding the Jazz Festival (JUMP, 2014). In addition to the Jazz Festival, Jefferson Street is primarily represented in media by the Jefferson Street United Merchants Partnership (JUMP), which is the merchants association for the district. In contrast to the East Nashville merchants association, the JUMP website includes a detailed description of the neighborhood’s history, including what it considers “two mortal blows-‐-‐an interstate and desegregation” (JUMP, 2014). JUMP’s discourse is both political and highly respectful of history: “They talked about the past. They talked about the future. They remembered things that had gone wrong. They pointed out things that had gone right. They had ideas for the future” (JUMP, 2014). Embedded within the discourse on JUMP’s website is the idea that Jefferson Street was a site for disinvestment, concepts that are unexplored in popular representation of East Nashville. This critical, historical approach may enable JUMP to be particularly effective in considering the impacts of gentrification and retail shifts and working to expand benefits and mitigate harms for the community. 18

Conclusion: Possible Futures for Jefferson Street Our analysis leads us to believe that East Nashville’s retailscape is far along in the process of gentrification. The existing analysis reveals that the great influx of retail into East Nashville is indeed designed to service a certain demographic and re-‐brand East Nashville with a particular middle-‐class, “trendy” aesthetic and sense of place. In order to conduct a more robust analysis, specific business data would be necessary to determine how significantly this gentrification process has changed East Nashville’s native business population—and to what degree it displaced, rather than simply added to, existing retail. Further, although many residents view these material and symbolic shifts in East Nashville as “revitalizing” to the neighborhood, it is important to recall that residents of the Cayce housing project—most of whom are low-‐income and Black—are not involved in these renewing efforts. They do not appear to be served by new retail or to be active participants in neighborhood events and public discourses. Thus, the “trickle-‐down” theory of positive gentrification, that any new businesses is beneficial to a community, does not prove true. As Loretta Lees writes in her analysis of gentrification processes in both England and New York, “there was no transference of social capital from high-‐ to low-‐income groups nor any of the other desired outcomes from the introduction of a middle-‐class population into these central-‐city riverside locations” (Lees, 2008, p. 2449). Such seems to be the case in East Nashville, as the neighborhood’s lower-‐income and Black population is strangely absent from nearly all of the business data surveyed. Lees goes on to write that, in regards to Harlem, “the gentry and the long-‐term residents moved in different spaces…[as one long-‐term resident remarked on a new establishment], ‘We don’t eat there. I went in there for a piece of cake and it was like four bucks! I can get a whole cake for four bucks. Obviously they don’t want too many of us in there” (Lees, 2008, p. 2459). Although a comparable ethnography study of East Nashville is not the subject of this paper and has yet to be done, it may be inferred from the recorded atmosphere and pricing of the plethora of new establishments in East Nashville that this sort of sentiment may be echoed by long-‐term, non-‐ included residents given the overpriced “cake” of East Nashville’s new retailscape. The retailscape is much different on the Jefferson Street Corridor, as it is yet to become a hub for middle-‐class and trendy retail and has retained its historically Black populous and businesses to-‐date. However, with plans to remodel the Sulphur Dell baseball stadium and introduce new commercial retail and housing to the area, under the “guise” of revitalization (Smietana, 2013), Jefferson Street may be only a few steps behind East Nashville in this process. Further, the appearance of even a few “trendy” establishments on Jefferson Street, and its proximity to the Germantown neighborhood that is beginning to see a much greater influx of these types of businesses, suggest that the area is likely to undergo a major shift sooner rather than later. Looking forward on Jefferson, it will be important that city officials and community leaders make a conscious effort to serve long-‐term residents of the Jefferson Street neighborhood and 19

to insure that native businesses are not displaced and priced-‐out if and when development comes. An effort to support businesses that serve the needs of native residents may be assisted through processes that explicitly seek to allow native residents control over both the material and symbolic economy of a place, which can quickly become sites for segregation and domination. Considering that both the material and symbolic economies open up new spaces, such as public events and merchants organizations, these sites could become arenas for political action in combat of the impacts of retail gentrification. The concept of cultural segregation, and its relation to the valorization of certain consumption patterns, is deeply embedded in economic and social systems. For, as Lees writes, “despite the new middle classes’ desire for diversity and difference, they tend to self-‐segregate and, far from being tolerant, gentrification is part of an aggressive, revanchist ideology designed to retake the inner city for the middle classes” (Lees, 2008, p. 2449). Thus, political action and state-‐support will be necessary to finding methods of investing in neighborhoods and expanding urban amenities without reproducing material and symbolic exclusion. 20

Work Cited Bongo Java East. (2014). About. Retrieved from http://www.bongojava.com/bongo-‐east/. Boyd, M. (2008). Defensive Development: The Role of Racial Conflict in Gentrification. Urban Affairs Review, 43(6), 751–776. Bridge, G. (2006). Perspectives on cultural capital and the neighbourhood. Urban Studies, 43(4), 719– 730. Bridge, G., & Dowling, R. (2001). Microgeographies of Retailing and Gentrification. Australian Geographer, 32(1), 93–107. Brown-‐Saracino, J. (2004). Social preservationists and the quest for authentic community. City & Community, 3(2), 135–156. Deener, A. (2007). Commerce as the structure and symbol of neighborhood life: reshaping the meaning of community in Venice, California. City & Community, 6(4), 291–314. Eysenbach, B. (2011). The Formation of Place-‐Based Identities in Gentrified East Nashville. Master Thesis, Department of Geography, Miami University, Ohio. Fraser, J. C. (2004). Beyond gentrification: Mobilizing communities and claiming space. Urban Geography, 25(5), 437–457. Greenberger, N. (2013). Changing Retail Dynamics in Greenpoint, Brooklyn. Master Thesis, Department of Urban Planning, Columbia University, New York. Retrieved from Historic East Nashville Merchants Association. (2014). About. Retrieved from http://eastnashville.org/. JUMP. (2014). About. Retrieved from http://jumptojefferson.com/. Johansson, O. (2010). Form, Function, and the Making of Music-‐themed Entertainment Districts in Nashville and Memphis. Material Culture, 42(1). Lee, B. A., & Mergenhagen, P. M. (1984). Is Revitalization Detectable?: Evidence from Five Nashville Neighborhoods. Urban Affairs Review, 19(4), 511–538. Lees, L. (2008). Gentrification and Social Mixing: Towards and Inclusive Urban Renaissance? Urban Studies, 45(12), 2449-‐2479. Ley, D. (2003). Artists, aestheticisation and the field of gentrification. Urban Studies, 40(12), 2527–2544. Lloyd, R. (2011). East Nashville skyline. Ethnography, 12(1), 114–145. Massey, Douglas & Nancy Denton. (1998). American Apartheid. Harvard University Press. Meltzer, R., & Schuetz, J. (2012). Bodegas or bagel shops? Neighborhood differences in retail and household services. Economic Development Quarterly, 26(1), 73–94. Nashville.gov. (2012). Jefferson Street/Gateway to Heritage Project. Retrieved from http://www.nashville.gov/Public-‐Works/Capital-‐Projects/Jefferson-‐Street.aspx. Severson, K. (2012, June 18). Nashville’s Rising Stars: The Kitchen Is Their Studio. New York Times. Retrieved from http://www.nytimes.com/2012/06/20/dining/the-‐food-‐scene-‐in-‐east nashville.html. Sullivan, D., & Shaw, S. C. (2011). Retail Gentrification and Race: The Case of Alberta Street in Portland, Oregon. Urban Affairs Review, 47(3), 413–432. Shaw, S., & Sullivan, D. (2011). “White Night”: Gentrification, Racial Exclusion, and Perceptions and Participation in the Arts. City & Community, 10(3), 241–264. Silver, D., Clark, T. N., & Navarro Yanez, C. J. (2010). Scenes: Social Context in an Age of Contingency. Social Forces, 88(5), 2293–2324. 21

Slater, T. (2004). North American gentrification? Revanchist and emancipatory perspectives explored. Environment and Planning, 36(7), 1191–1213. Smietana, B. (2013, September 9). Jefferson Street Neighborhood Looks Revival. The Tennessean. Retrieved from http://archive.tennessean.com/article/20130909/NEWS01/309090025. Sutton, S. A. (2010). Rethinking Commercial Revitalization: A Neighborhood Small Business Perspective. Economic Development Quarterly, 24(4), 352–371. Sutton, S. (2005). Merchant Effects. National Conference of the Association of Collegiate Schools of Planning, 1 – 53. The Tennessean. (2006, November 1). East Nashville history and timeline. The Tennessean. Retrieved from http://www.tennessean.com/article. Tomato Art Festival. (2014.) About. Retrieved from http://www.tomatoartfest.com/about. Venice Chamber of Commerce (2014.) About Abbot Kinney. Retrieved from http://www.abbotkinneyblvd.com/about. Zukin, S. (2008). Consuming Authenticity: From outposts of difference to means of exclusion. Cultural Studies, 22(5), 724–748. Zukin, S. (2009). New retail capital and neighborhood change: boutiques and gentrification in New York City. City & Community, 8(1), 47–64.

Appendix Figure 1: Race in East Nashville & Jefferson Street

East Nashville 1990

2000

Jefferson Street 2008 -‐ 2012 63%

2008 -‐ 2012 7%

97% 0% 1% 0% 100%

95% 1% 0% 1% 100%

92% 0% 0% 1% 100%

1990

White Alone 48% 50% Black or African American alone 51% 42% 32% Asian Alone 1% 1% 1% Some other race 0% 2% 2% Two or more races 0% 3% 2% 100% 100% 100% Source: US Census 1990, US Census 2000, ACS 2008 – 2012.

2000

Figure 2: Median Income East Nashville and Jefferson Street Median Income By Census Tract East Nashville Census Tract 119 Census Tract 121 Census Tract 192 Jefferson Street Census Tract 138 Census Tract 139 Census Tract 142 Source: US Census 2000, ACS 2008 – 2012.

2000 $20,338 $46,198 $34,391 2000 $20,848 $19,279 $15,993

2008 – 2012 $28,031 $51,024 $42,099 2008 – 2012 $21,523 $19,206 $14,688

% Change 37.83% 10.45% 22.41% % Change 3.24% -‐0.38% -‐8.16%

Figure 3: Poverty by Census Tract in East Nashville and Jefferson Street East Nashville 2000 Tract 119 33% Tract 121 12% Tract 192 19% Jefferson Street 2000 Tract 138 36% Tract 139 37% Tract 142 34% Source: US Census 2000, ACS 2008 – 2012.

2008 – 2012 35% 12% 31% 2008 – 2012 53% 52% 54%

Net Change +2% 0% +11% Net Change +17% +15% +20%

Figure 4: Economic Data by Zip Code

37206

2000

Number of establishments Paid employees for pay period including March 12 First-‐quarter payroll (in $1000) Annual payroll (in $1000)

37208 2011

2000

335

357

257

268

5400

3472

6061

7303

32604

23312

40455

65492

128093

104206

172642

294247

Source: US Census NAICS Data 2000 & 2011. Figure 5: Number of Establishments by Employees Establishment By Number of Employees

37206

Number of Employees 1-‐4

2000

37208

2011

2000

Davidson County 2011

2000

2011

163

201

128

137

8705

17809

5-‐9

3722

8498

10-‐19

2683

3460

20-‐49

2039

2595

50-‐99

764

1901

100-‐249

514

735

250-‐499

449

2 0

3 1

53 23

109 39

257

268

18600

500-‐999 1 0 1000 or more 0 0 Total Establishments 335 357 Source: US Census NAICS Data 2000 & 2011.

2011

Figure 6: Employment by 2-‐digit NAICS Code for Zip Code and County Code Industry Code Description 11-‐-‐-‐-‐ 21-‐-‐-‐-‐ 22-‐-‐-‐-‐ 23-‐-‐-‐-‐ 31-‐-‐-‐-‐ 42-‐-‐-‐-‐ 44-‐-‐-‐-‐ 48-‐-‐-‐-‐ 51-‐-‐-‐-‐ 52-‐-‐-‐-‐ 53-‐-‐-‐-‐ 54-‐-‐-‐-‐ 55-‐-‐-‐-‐ 56-‐-‐-‐-‐

61-‐-‐-‐-‐ 62-‐-‐-‐-‐ 71-‐-‐-‐-‐ 72-‐-‐-‐-‐ 81-‐-‐-‐-‐ 95-‐-‐-‐-‐ 99-‐-‐-‐-‐

37206 2000 2011

Forestry, fishing, hunting, and agriculture support 0 0 Mining, quarrying, and oil and gas extraction 0 0 Utilities 0 0 Construction 27 19 Manufacturing 15 11 Wholesale trade 15 10 Retail trade 57 61 Transportation and warehousing 6 2 Information 4 4 Finance and insurance 14 15 Real estate and rental and leasing 24 21 Professional, scientific, and technical services 21 33 Management of companies and enterprises 2 2 Administrative and Support and Waste Mang and Remediation Srvs 18 16 Educational services 2 4 Health care and social assistance 32 44 Arts, entertainment, and recreation N/A 10 Accommodation and food services 18 41 Other services (except public administration) 73 61 Auxiliaries (exc corporate, subsidiary & regional mgt) 0 0 Industries not classified 7 3 Total for all sectors 335 357

Source: US Census NAICS Data 2000 & 2011.

37208 2000 2011

Davidson County 2000 2011

0 0 13 15 27 46

0 0 14 15 10 51

14 1217 688 1352 2919

7 9 1019 548 1137 2494

4 5 12

5 3 12

439 643 1292

455 603 1269

882

881

1767

1897

212

237

5 4

4 8

1148 201

1057 242

1663

1785

N/A

569

663

1353

1654

1977

1815

0 2

0 0

83 171

0 37

257

268

18600

17809

Figure 7: Jefferson Street Job Profile in 2002 & 2011. Jobs By Earnings 2002 $1,250 per month or less 429 $1,251 to $3,333 per month 1259 More than $3,333 per month 663 Total Primary Jobs 2351 Source: US Census LEHD Data 2002 & 2011.

2011 312 1138 1295 2745

Figure 8: East Nashville Job Profile in 2000 & 2011. Jobs by Earnings 2002 $1,250 per month or less 710 $1,251 to $3,333 per month 1157 More than $3,333 per month 376 Total Primary Jobs 2243 Source: US Census LEHD Data 2002 & 2011.

2011 905 1050 533 2488

Figure 9: Online Presence of Establishments in East Nashville and Jefferson Street

East Nashville Count Percentage (out of 101 total establishments)

(out of 101 total establishments)

Jefferson Street Count Percentage (out of 101 total establishments)

(out of 101 total establishments)

Advanced Website 24 24% 1 3% Medium Website 22 22% 6 19% Poor Website 8 8% 3 10% Broken Website 2 2% 2 6% No Website 45 45% 19 61% FB 33 33% 3 10% Twitter 24 24% 3 10% 3+ social medias 6 6% 2 6% Yelp 74 73% 14 45% Yelp with 5+ Reviews 64 63% 4 13% Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association.

Figure 10: Retail Tenure: East Nashville Establishments

Unknown; 18%

Corporate; 19%

New/EC; 53%

Local; 11%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association. Figure 11: Retail Tenure: Jefferson Street Establishments

Unknown; 16%

New/EC; 13%

Corporate; 16% Local; 55%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association.

Figure 12: Retail Diversity in East Nashville Yoga/Massage 4% Other; 3% Pet Store; 4% Bougques/ Clothing; 6%

Hair/Salon/Spa; 1% Grocery/Drug Store; 2%

Dining; 80%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association. Figure 13: Retail Diversity on Jefferson Street

Pet Store; 3%

Other; 12%

Bougques/ Clothing; 10%

Dining; 35%

Hair/Salon/ Spa; 23% Grocery/Drug Store; 13% Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association.

Figure 14: Establishments by Price in East Nashville

$$$; 4%

Unknown; 24%

$$; 23%

$; 50%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association. Figure 15: Establishments by Price on Jefferson Street

$$; 6%

Unknown; 35%

$; 58%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association.

Figure 16: Establishments by Atmosphere in East Nashville

Explicitly African-‐ American Aﬃliated; 0% Upscale; 21% Trendy; 34%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association. Figure 17: Establishments by Atmosphere on Jefferson Street

Upscale; 10% Explicitly African-‐ American Aﬃliated; 26%

Trendy; 10%

Source: Yelp.com, Google Search, JUMP Partnership, Historic East Nashville Merchants Association.

Figure 18: Selected Jefferson Street Establishments (edited to include only individual-‐patron and personal service retail) Establishment Name Yelp Jefferson St. Sportsbar Jefferson St. Pawn Shop Garden Brunch Café

Scale of Ownership

Quality of Products/Atmosphere

Local

No price info.

Local

$, Low-‐end, standard resale, review about not carrying a loaded gun into shop $$, mildly-‐upscale, not trendy, seems locally significant, AA owned and operated from photos/info on website $, "southern" style food, atmosphere looks like non-‐chain fastfood, casual and local $, trendy, but not as much as it could be, however: homemade dog treats $, AA hair and barber shop

Local

Harper's Restaurant

Local

flour.sugar.eggs

New/EC

Nwani's Barber and Styles Knock Out Wings

Local Local

$, southern, chicken, casual atmosphere like Harper's $, southern, BBQ, casual, outdoor

Ooh Wee Bar-‐B-‐Q Local Google Search KFC Corporate $ Popeye's Corporate $ Vogue Beauty Salon Local No price info. Family Dollar Corporate $ Nuttin But Wings Local $ ACE Cash Express Unknown $ One Drop Ink -‐ Local No price info. Tattoo Family Dollar 2 Corporate $ Captain D's Local $ Jefferson Street United Merchants Partnership Essense Day Spa New/EC $, day spa, marketed toward AA women, not trendy R&R Liquor Store Local $, drive-‐in liquor store, mid-‐scale Market Vivian House of Local $, AA hair and nail salon; seems new-‐ish, perhaps Glamour young? Kroger Corporate $, chain grocer Woodcuts Local No price info., gallery and framing; AA affiliated JT Barber Salon Local No price info. The Shoe Boutique Unknown $$, women's accessories -‐-‐ seems a bit trendy, is in arts district Jubilee Florist Unknown No price info., Florist College Crib Local No price info., Greek apparel for college students Ware's Barber Shop Local No price info. John Lane Studio Unknown No price info., Hair salon and spa; AA; Paul Mitchell Sweet Creations New/EC No price info., pies! CupCake Collection New/EC $, AA owned and operated, not too trendy but obviously participating in "cupcake fade" Crossroads Pets Unknown No price info., Pet store, has feel of new and high-‐ end

Source: Yelp.com, Google Search, JUMP Partnership.

Promotion/Online Presence No website, empty Yelp, 1 5 star review on Merchants Circle, JUMP No website, 1 Yelp review Medium website, only open F-‐Su, JUMP No website, 5 reviews on Yelp, JUMP Medium website, 18 reviews on Yelp No website, 2 reviews on Yelp, JUMP Medium website, 22 reviews on Yelp, JUMP No website, 2 reviews on Yelp No website No website No website No website Medium website No website No website No website No website Poor website No wesbite, 1 positive Yelp review, Google listing No website, Listed on blackstylists.com website No website No website, 1 5 star review on Yelp Broken website, 2 reviews on Yelp No website, empty Yelp Poor website, Twitter No website, Youtube?, empty Yelp Broken website, empty Yelp, FB Poor website, but functional Medium website, many medias, Yelp Advanced website, FB, IG, Tw

Figure 19: Selected East Nashville Establishments (edited to include only individual-‐patron and personal service retail) Scale of Quality of Products/Atmosphere Ownership East Nashville Historic Merchants Association 007 Stress Therapy New/EC No price info., High quality, bohemian 5 Points Animal Hospital New/EC No price info., High quality but accessible Antica New/EC $$$, upscale, trendy "tapas," crisp website Asphalt Beach New/EC No price info., Skate shop; not super trendy, but (2001) obviously servicing a specific hobby/demographic Calypso Café East Nashville Local (25+ $$, Food + catering; slightly trendy years) Classic Auto Works Unknown No price info., auto repair for Jaguar and Minicooper (upscale) Concrete Curio New/EC No price info., sleak, high-‐end, custom furnishings Creative Crumbs New/EC No price info., Boutique custom cake bakery, upscale DancEast New/EC No price info., Dance studio; open to all, but middle-‐class oriented East-‐Centric New/EC No price info., Event space and cultural/arts/music center; definitely feels trendy and bohemian Epoch Salon Studios New/EC $$, Salon/spa; trendy; for young, bohemian types, no African American hair styling mentioned Hot Yoga of East Nashville New/EC No price info., Yoga, trendy people! Nakedness! Tattoos! Maybe the trendiest thing ever. Kustom Thrills Tattoo New/EC No price info., Tattoos -‐ definitely trendy, young, Studio (2007) hip Smile, Mommy! Diaper New/EC No price info., Cloth diapering-‐-‐bohemian, trendy Service Smokers Abbey Unknown No price info., Tobacconist Specs Optical New/EC No price info., Eyeglasses, hip, trendy; "moved on (2002) up" to East Nashville from Mall at Green Hills Spot's Pet Supply & Dog New/EC No price info., PETS, mildly trendy Wash (post 2013) The Dog Spot New/EC No price info., Doggy Daycare…with webcams The Main Attraction East New/EC No price info., Vintage clothing Two Ten Jack New/EC $$, Food -‐ craft brews, Japanese Valerie Knust, LMT New/EC No price info., Therapy, wellness, massage (2005) Wags and Whiskers New/EC No price info., Dogs dogs always dogs Yelp The Silly Goose New/EC $$, Trendy! fancy food Lockland Table New/EC $$$, very fancy, trendy plates Margot Café and Bar New/EC $$$, very upscale Marche Artisan Foods New/EC $$, "European café" The Wild Cow New/EC $$, vegetarian Eastland Café New/EC $$, fancy, all white people in website photos Rosepepper Mexican Grill New/EC $$, fancy, all white people in website photos Mad Donna's New/EC $$, food is less upscale, but: "a neighborhood restaurant as unique as eash nashville," again, white people The Pharmacy New/EC $$, burger joint, beer garden, trendy vibe, young, hip Establishment Name

Promotion/Online Presence Advanced website, ENMA Advanced website, ENMA, Yelp, FB, YT Advanced website, ENMA, FB, Tw Medium website, ENMA, FB Medium website, ENMA, Yelp No website, ENMA Advanced website, ENMA, Etsy Medium Website, ENMA, FB, Tw, Blog, Pin Advanced website, ENMA, FB, Tw Advanced website, ENMA, FB, Insta

Medium website, ENMA, blog

Advanced website, ENMA, Blg, FB, Tw Advanced website, ENMA Medium website, ENMA, FB, Tw, YT No website, ENMA Advanced website, ENMA, FB, Tw, IG, Pin Medium website, ENMA, FB

Broken website, ENMA No website, ENMA, FB Advanced website, ENMA, FB, Tw Poor website, ENMA Poor website, ENMA Advanced website, Tw, FB Advanced website, Tw, FB Medium website Medium website Medium Website Medium website, FB Advanced website Medium website, FB, Tw

Advanced website, all social medias

Rumours East Drifters BBQ Far East Nashville Batter'd & Fried Boston Seafood House Abode

New/EC New/EC Unknown New/EC

$$$, wine bar, very high end $$, "fancy" bbq, young, hip $$, Vietnamese, fancy not hip $$, not super upscale or trendy but not local

Advanced website, FB, Tw Advanced website, FB Poor website Medium website, FB

Unknown

No website

Lipstick Lounge Holland House Bar and Refuge Two Ten Jack Izakaya and Ramen House Thai Phooket

New/EC New/EC

$, Home décor and gift shop, doesn't appear too expensive or "trendy," but is perhaps geared to the EN bohemian $$, trendy but not upscale or chic $$, upscale not trendy $$, trendy, chic, for young people, clean, crisp design, pub $, not trendy or upscale at all

Advanced website, FB, Tw

$$, upscale, not trendy $$, trendy, young $, Food stand, trendy $$, Bar and food, this might just be the trendiest website I did ever see $ $ No info. $, VW bus food truck, trendy No info. $ No info.

Medium website, FB, TW Advanced website, Tw, FB No website, Myspace Advanced website -‐ incredibly trendy, Tw No website No website No website, empty Yelp No website No website, empty Yelp No website No website, empty Yelp

$ $ No info. $ $, Local fastfood, not trendy but good reviews, wings, etc. No info. $ $ No info. $ $ $, drive-‐thru, not upscale, low quality $ $, Pop-‐up, donuts $ $, Food truck $$, Bad reviews, does not look trendy $ $, trendy space and décor $ "oldest bar in East Nashville," compared to the feel of a VFW club $ $, Food truck

No website No website No website No website No website

Pomodoro East Five Points Pizza Mas Tacos Por Favor The Treehouse

New/EC New/EC, just opened location in CA New/EC New/EC New/EC New/EC

Subway Pizza Hut Chapel Bistro I Dream of Weenie Roma Pizza & Pasta Papa John's Mrs. Winner's Chicken & Biscuits KFC Burger King Matty's Alley Sonic Ghot Wingz

Corporate Corporate Unknown New/EC Unknown Corporate Unknown

French Quarter Café Sonic #2 La Fiesta Steamboat Bill's Wendy's Arby's Itza Pizza Subway #2 Glazed Little Italy Pizza Buds Pad Thai Kitchen Haji's Grill and Gyro Portland Brew East Dino's Bar and Grill

Unknown Corporate Unknown Unknown Corporate Corporate Local Corporate New/EC Unknown New/EC Unknown Unknown New/EC Local

McDonald's Izzie's Ice

Corporate New/EC

Corporate Corporate Unknown Corporate Local

Poor website, FB, Tw Medium website

Poor website,

No website No website No website No website No website No website No website No website No website No website No website No website Broken website No website No website No website No website

Edgefield's Sports Bar and Grill Tennessee Gyros and Kebab Hunan Express Louisiana Seafood Company Shoney's Barista Parlor G'Z BBQ Pizze Real Bongo Java East

Unknown

$ not trendy, smoky and cheap

No website

Local (1992) Local Unknown

$, Not trendy, low scale atmosphere, local fast food $, Not trendy, fast food $

No website

Corporate New/EC Unknown New/EC

$ $$, bohemian, very trendy website $ $$, slightly trendy/upscale, not too much so, more upscale than trendy $, very trendy vibe and website

No website Advanced website, FB, Tw Medium website, FB Medium website

Local (1993), but these chains are New/EC Brother Z's Wang Shack Unknown $ Bagel Face Bakery New/EC $, does not seem too trendy, but is definitely a bit so Tenn Sixteen New/EC $$, upscale, somewhat trendy Sky Blue Café New/EC $, fairly trendy, hip, brunch (2012) Five Points Cocina Mexican New/EC $, atmosphere is not trendy, TVs on walls (2014) Nashville Biscuit House Local $, not trendy King Soloman's Gyros Local $, not trendy, fast food tyle Edley's East BBQ New/EC $, seems a bit trendy, but accessible Bolton's Spicy Chicken and Local $, local fastfood Fish Italia Pizza and Pasta Local $ 3 Crow Bar New/EC $, trendy but not upscale "diversity of people any day I go" Khan's Desserts New/EC $, mildly trendy but not overwhelmingly Google Search CVS Corporate $ Popeye's Corporate $ Walgreens Corporate $ Taco Bell Corporate $ McDonald's Corporate $ Burger King Corporate $ Wendy's Corporate $

Source: Yelp.com, Google Search, Historic East Nashville Merchants Association.

No website No website

Advanced website

No website Medium website, FB, Tw Medium website, FB, Tw Medium website, FB, Tw Medium website, FB, Tw Poor website, FB No website Advanced website, many medias Poor website, FB, Tw, IG Poor website, FB, Tw Medium website Medium website, FB, Tw No website No website No website No website No website No website No website

Figure 20: Symbolic Shifts on Jefferson Street Establishment Name Discourse Harper's Restaurant Linkage Essense Day Spa Linkage Vivian House of Glamour Linkage Sweet Creations Linkage flour.sugar.eggs Positive Knock Out Wings Revitalization Source: Yelp.com, Google Search, JUMP Partnership.

Key Words Close to downtown Close to downtown Close to downtown Close to downtown Historic; heart

Figure 21: Symbolic Shifts in East Nashville Establishment Name Asphalt Beach Rosepepper Mexican Grill

Discourse Neutral Revitalization

Key Words Heart of New Nashville, Pioneer Creative Crumbs Positive Historic DancEast Positive Unique Specs Optional Positive Wags and Whiskers Positive Margot Café and Bar Positive Heart of East Nashville Marche Artisan Foods Positive Historic The Wild Cow Positive Heart of East Nashville Eastland Café Positive Vibrant Rumours East Positive Historic Far East Nashville Positive Historic Batter'd & Fried Boston Seafood House Positive Historic Holland House Bar and Refuge Positive Heart; “it" destination I Dream of Weenie Positive Heart Pizze Real Positive Historic Tenn Sixteen Positive Heart; people & history Sky Blue Café Positive Historic Edley's East BBQ Positive Historic Mad Donna's Positive Unique Ghot Wingz Positive Historic Steamboat Bill's Revitalization Up and coming Bongo Java East Revitalization Revitalize; pioneer Source: Yelp.com, Google Search, Historic East Nashville Merchants Association.

Figure 22: Selected East Nashville Establishments (unedited; includes professional services and non-‐retail businesses) Scale of Ownership East Nashville Merchants Association 007 Stress Therapy New/EC 5 Points Animal Hospital New/EC 5 Points Digital Imaging Local (25+) Establishment Name

Quality of Products/Atmosphere

Promotion/Online Presence

High quality, bohemian, lux. High quality but accessible Self-‐described "Boutique," products that service a certain demographic, but established (25+ yrs) Professional services Professional financial services Medical services, holistic? So perhaps not welcoming Professional printing; similar to Kinkos Professional photography; not bougie/hip though

Advanced Website, ENMA Advanced Website, ENMA, Yelp, FB, YT Medium Website, ENMA, FB

Upscale, trendy "tapas," crisp website, $$$ Skate shop; not super trendy, but obviously servicing a lux. Hobby/interest Professional financial services Professional graphics Food + catering; slightly trendy, but not too bad; $$ Auto repair for Jaguar and Minicooper Medical services, holistic Non-‐bank mortgage lenders

Advanced Website, ENMA, FB, Tw

Advanced Website, ENMA, Etsy

ADE Consulting Advanced Payment Solutions Allan Redash, MD

New/EC (2009) New/EC (1999)

Alphagraphics Music City

Corporate

Andrew Bodsford Photography & Digital Imaging Antica

New/EC

Asphalt Beach

New/EC (2001)

Belinda Leslie -‐ Investment Adviser Cage Free Visual Calypso Café East Nashville Classic Auto Works

Local

Cole Family Practice Community Mortgage Advisors Concrete Curio

Local Local

Creative Crumbs

New/EC

DancEast

New/EC

Design House 1411, LLC

New/EC

E3 Innovate, LLC East CAN Community Action Network East End Chiropractic, PLLC East Nashville Family Medicine East Nashville Legal East-‐Centric

New/EC New/EC

Sleak, high-‐end, custom furnishings Boutique custom cake bakery, upscale Dance studio; high-‐end but open to all with $ Architecture studio; professional services energy/insulation Volunteer, animal welfare

New/EC

Medical services

Med. Website, ENMA, Blog, FB, Tw

New/EC

Medical services

Advanced Website, ENMA, FB, Insta

Unknown New/EC

Professional services Event space and cultural/arts/music center; definitely feels trendy and bohemian

Poor website, ENMA Advanced Website, ENMA, FB, Insta

New/EC

New/EC Local? 25+ years Unknown

New/EC

Med. Website, ENMA, FB, Twitter, LinkedI Med. Website, ENMA, FB, LinkedIn ,YT Med. Website, ENMA, Blog Med. Website, ENMA, blog, FB, Tw, LI, YT Poor website, ENMA

Med. Website, ENMA, FB

Med. Website, involved in community, but perhaps in a bougie way Advanced Website, ENMA, Tw, FB, Vi, Be Med. Website, ENMA, Yelp None, ENMA Med. Website, ENMA Broken website, FB

Med. Website, ENMA, FB, Tw, Blog, Pin Advanced Website, ENMA, FB, Tw Med. Website, ENMA Med. Website, ENMA, blog, FB, Tw, YT Med. Website, ENMA, FB, Tw, Flickr

Eastside legal Elizabeth Gatlin -‐ Real Estate Epoch Salon Studios

Frank Ballard, Financial Advisor Gaelic Capital Group LLC

Unknown New/EC, but she has lived in EN her entire life New/EC

New/EC but in other locales also New/EC?

Professional legal services Professional property services

No website, ENMA Advanced Website, ENMA, Big, Tw, FB, LI

Salon/spa; trendy; for young, bohemian types, $$, no African American hair styling mentioned Professional financial services

Med. Website, blog, ENMA

Poor website, FB, Google+, Tw, ENMA

No website, ENMA

Graffiti Indoor Advertising High Stick Media Holly Street Daycare Holt Brothers, Inc. Hosse & Hosse Safe & Lock Company Hot Yoga of East Nashville

New/EC?

Professional financial services Advertising services

New/EC Local, 30+yrs Local Local

Social Media Marketing Childcare Flooring Hardware services

Broken website, ENMA Med. Website, FB, Tw, ENMA Med. Website, ENMA Med. Website, FB, Tw, ENMA

New/EC

Advanced Website, ENMA, Big, FB, Tw

Ian Riley Photography Idesign Inc. Jack Roe USA Jay Farrell Photography

New/EC New/EC Corporate New/EC

JD Events and Festivals Jim Crossma Realty Joyner and Hogan Printers and Stationers Kustom Thrills Tattoo Studio Law Office of Charles W. Faquin, PLC Legal Shield, Barbara Brown Lejsek Insurance Service Maples & Bloom

New/EC Local 40yrs+ Local (1937)

Yoga, trendy people! Nakedness! Tattoos! Maybe the trendiest thing ever. Professional photography Graphic and web design Cinema supplies Professional photography; not bougie/hip though Event marketing/promotion Real estate Printing

Advanced Website, ENMA

New/EC

Tattoos -‐ definitely trendy, young, hip Legal services

Local

Legal protection/security

Medium Website, ENMA

Local (state) New/EC

Medium website, ENMA Medium website, ENMA

Marshall & Bruce Co. Martha J Fristoe Melissa Lundgren -‐ Realtor Micros

Local Unknown New/EC

Insurance Landscape design; edging on edgy Printing services Real Estate Real Estate

Medium website, ENMA, every social media

Nashville Home Energy Solutions Nashville Scene Nashville Storm Minor League Football Team No SleepFor Sheep

Local

Point of sale systems for restaurants and bars Energy Efficiency

New/EC Corporate

Publication Sports

Advanced Website, ENMA, Google, FB,Tw Medium website, ENMA,

New/EC

Advanced website, ENMA, all social medias

Paro South LLC

Unknown

Graphic Design, trendy, new, hip Real Estate, property management

New/EC (2007)

Corporate

Med. Website, FB, Tw, ENMA

Advanced Website, ENMA Advanced Website, ENMA, Fb, Tw Poor website, ENMA Med. Website, ENMA, FB, Tw Advanced Website, ENMA Medium Website, ENMA Med. Website, ENMA

Medium Website, ENMA, FB, Tw, Google

Medium Website, ENMA ENMA, No website Medium Website, ENMA

Medium website, ENMA, Tw, FB, Google+

Broken website, ENMA

Powell Design Studio

New/EC

Advanced website, ENMA, all social medias

Corporate

Architecture studio; professional services, TRENDIEST THING EVER AHHHHHHHHH BEARDS Real estate

Re/Max Choice Properties Regions Bank of East Nashville Rhizome Productions

Corporate

Banking

Advanced Website, ENMA, FB

New/EC 2010

Event support of craft beer; trendy; hip; narrow Cloth diapering -‐-‐bohemian, trendy Tobacconist Graphic and web design; social media; branding Eyeglasses, hip, trendy; "moved on up" to East Nashville from Mall at Green Hills PETS, mildly trendy

Advanced Website, ENMA, FB, Tw

Smile, Mommy! Diaper Service Smokers Abbey Social Link Co.

New/EC

Specs Optional

New/EC 2002

Spot's Pet Supply & Dog Wash Strategic Marketing Solutions Sturdivant Insurance The Artful Lodge on the Park The Dog Spot

New/EC post 2013 New/EC

Business marketing

Medium website, ENMA, every social media

Insurance services Vacation Rental $$$

Med. Website, ENMA, FB, LI, Blogger No website, ENMA, Fb, Listing

Doggy Daycare…with webcams Magazine, very trendy, created for EN Vintage clothing Non-‐profit providing care to terminally ill persons Business services (professional) Event space; historic and likely expensive Food -‐ craft brews, Japanese, $$ Therapy, wellness, massage Dogs dogs always dogs Professional services -‐ web development Custom signs, graphic design

Broken website, ENMA

The East Nashvillian

New/EC

The Main Attraction East The New Hope Foundation The Vision Machine

New/EC? ?

Top O'Woodland Historic Inn & Venue Two Ten Jack

New/EC

Valerie Knust, LMT Wags and Whiskers Xenergy.net

New/EC 2005 New/EC New/EC

Zenith Sign Studio

Unknown

Yelp The Silly Goose Lockland Table

New/EC New/EC

$$, Trendy, fancy food $$$, very fancy, trendy plates $$$, very upscale $$, "European café" $$, vegetarian $$, fancy, all white people in website photos $$, fancy, all white people in website photos food is less upscale, but: "a

Advanced website, Tw, FB Advanced website, Tw, FB

Margot Café and Bar Marche Artisan Foods The Wild Cow Eastland Café

New/EC New/EC New/EC New/EC

Rosepepper Mexican Grill

New/EC

Mad Donna's

New/EC

Unknown New/EC 2008

Corporate ? WTF is this in here New/EC?

New/EC?

New/EC

Medium Website, ENMA, FB, Tw

Medium Website, ENMA, FB, Tw, YT No website, ENMA Advanced website, ENMA, all social medias Advanced Website, ENMA, Fb, Tw, I, Pin

Medium Website, ENMA, FB

Advanced website, ENMA, all social medias No website, ENMA, FB Broken website, ENMA, FB Med. Website, ENMA, FB, Tw Poor website, ENMA, FB Advanced Website, ENMA, FB, Tw Poor website, ENMA Poor website, ENMA Med. Website, ENMA No website, ENMA

Medium Website Medium website Medium Website Medium website, FB Advanced website Medium website, FB, Tw

The Pharmacy

New/EC

Rumours East

New/EC

Drifters BBQ Far East Nashville

New/EC Unknown

Batter'd & Fried Boston Seafood House Abode

New/EC

Lipstick Lounge

New/EC

Holland House Bar and Refuge Two Ten Jack Izakaya and Ramen House

New/EC

Thai Phooket

New/EC, just opened location in CA New/EC New/EC New/EC New/EC

Pomodoro East Five Points Pizza Mas Tacos Por Favor The Treehouse

Unknown

New/EC

Subway Pizza Hut Chapel Bistro I Dream of Weenie Roma Pizza & Pasta Papa John's Mrs. Winner's Chicken & Biscuits KFC Burger King Matty's Alley Sonic Ghot Wingz

Corporate Corporate Unknown New/EC Unknown Corporate Unknown

French Quarter Café Sonic #2 La Fiesta Steamboat Bill's Wendy's Arby's Itza Pizza

Unknown Corporate Unknown Unknown Corporate Corporate Unknown

Corporate Corporate Unknown Corporate Local

neighborhood restaurant as unique as east Nashville," again, white people, $$ $$, burger joint, beer garden, trendy vibe young, hip $$$, wine bar, very high end $$, "fancy" bbq, young, hip $$, Vietnamese, fancy not hip $$, not super upscale or trendy but not local Home décor and gift shop, doesn't appear too expensive or "trendy," but is perhaps geared to the EN bohemian $$, trendy but not upscale or chic $$, upscale not trendy

Advanced website, all social medias

Advanced website, FB, Tw, Friends&N Advanced website, FB Poor website Medium website, FB No website

Poor website, FB, Tw Medium Website

$$, trendy, chic, for young people, clean, crisp design, pub $, not trendy or upscale at all

Advanced website, FB, Tw

$$, upscale, not trendy $$, trendy, young Food stand, $, trendy $$, Bar and food, this might just be the trendiest website I did ever see $ $ No price info. $ VW bus food truck, trendy No price info. $ No price info.

Medium website, FB, TW Advanced website, Tw, FB MySpace Website, Tw

$ $ No price info. $ $ Local fastfood, not trendy but good reviews, wings, etc. No price info. $ $ No price info. $ $ $, drive thru, not upscale,

No website No website No website No website No website

Poor website,

No website No website No website No website Empty Yelp No website Empty Yelp

No website No website No website No website No website No website No website

Subway #2 Glazed Little Italy Pizza Buds Pad Thai Kitchen

Corporate New/EC Unknown New/EC Local?

Haji's Grill and Gyro Portland Brew East Dino's Bar and

Unknown New/EC Local

McDonald's Izzie's Ice Edgefield's Sports Bar and Grill Tennessee Gyros and Kebab Hunan Express Louisiana Seafood Company Shoney's Barista Parlor

Corporate New/EC Unknown

G'Z BBQ Pizze Real

Unknown New/EC

Bongo Java East

Brother Z's Wang Shack Bagel Face Bakery

Local 1993, but these chains are New/EC Local New/EC

Antica Tenn Sixteen

New/EC New/EC

Sky Blue Café Five Points Cocina Mexican Nashville Biscuit House King Soloman's Gyros Edley's East BBQ

New/EC 2012 New/EC 2014

Bolton's Spicy Chicken and Fish Italia Pizza and Pasta 3 Crow Bar

Local

Khan's Desserts

New/EC

Steve's Restaurant and Bar Google Search

CLOSED

Local 1992 Local Unknown Corporate New/EC

Local Local New/EC

Local New/EC

low quality $ Pop-‐up, donuts, $ $ $ Food truck $$ Bad reviews, does not look trendy $ $, trendy space and décor $ "oldest bar in East Nashville," compared to the feel of a VFW club, $ $ Food truck $ not trendy, smoky and cheap $ Not trendy, low scale atmosphere, local fast food $ Not trendy, fast food $

No website No website No website No website No website Broken website No website No website

No website No website No website No website No Website No website

$ $$, hipster, very trendy website $ $$, slightly trendy/upscale, not too much so, more upscale than trendy $, very trendy vibe and website

Corp. website Advanced website, FB, Tw

$, Wings $, does not seem too trendy, but is definitely a bit so $$, upscale, trendy website $$, upscale, somewhat trendy $, fairly trendy, hip, brunch $, atmosphere is not trendy, TVs on walls $, Not trendy $, not trendy, fast food style $, seems a bit trendy, but accessible $, local fastfood

No website Medium website, FB, Tw, UrbS

$ $, trendy but not upscale "diversity of people any day I go" $, mildly trendy but not overwhelmingly $$

Poor website, FB, Tw, Usp Medium website

Medium website, FB Medium website

Advanced Website

Advanced website, Fb, TW Medium website, FB, Tw Medium website, FB, Tw Medium website, FB, Tw Poor website, FB No website Advanced website, many medias Poor website, FB, Tw, IG

Medium website, Fb, Tw

CVS Popeye's Walgreens Taco Bell McDonald's Burger King Wendy's

Corporate Corporate Corporate Corporate Corporate Corporate Corporate

$ $ $ $ $ $ $

No website No website No website No website No website No website No website

Source: Yelp.com, Google Search, Historic East Nashville Merchants Association. Figure 23: Selected Jefferson Street Establishments (unedited; includes professional services and non-‐retail businesses) Establishment Name

Scale of Ownership

Quality of Products/Atmosphere

Yelp Jefferson St. Sportsbar

Unknown

No price info. Given

Jefferson St. Pawn Shop

Local

Garden Brunch Café

Local

Harper's Restaurant

Local

flour.sugar.eggs

New/EC

$, low-‐end, standard resale, review about not carrying a loaded gun into shop $$, mildly-‐upscale, not trendy, seems locally significant, black owned and operated, from photos/info on website $, "southern" style food, atmosphere looks like non-‐ chain fastfood, casual and local $, trendy but not as much as it could be, however: homemade dog treats $, AA hair and barber shop $, southern, chicken, casual atmosphere like Harper's $, southern, BBQ, casual, outdoor

Nwani's Barber and Styles Local Knock Out Wings Local Ooh Wee Bar-‐B-‐Q Google Search KFC Popeye's Vogue Beauty Salon Family Dollar Nuttin But Wings $ ACE Cash Express Suntrust Bank Woodcuts Gallery and Framing United Childcare Learning Center Metropolitan Teachers CU One Drop Ink -‐ Tattoo NAACP Battle Realty New Level CDC

Local

Promotion/Online Presence Yelp listing w/ no info., 1 5 star review on Merchants Circle, JUMP Yelp listening w/ one review

Medium website, only open fr-‐sun, JUMP

No website, 5 reviews on Yelp, JUMP

Medium website, 18 reviews on Yelp

2 reviews on Yelp, JUMP 22 reviews on Yelp, JUMP 2 reviews on Yelp

Corporate Corporate Local Corporate Local Local Corporate Local

$ $ No price info. $ $ $ No price info. No price info.

No website No website No website No website Medium website No website No website Medium website

Local

No price info.

Local

No price info.

New/EC Corporate Local Local

No price info. No price info. No price info. No price info.

No website

Family Dollar 2 Corporate $ Captain D's $ Local $ Regions Bank Corporate No price info. Centerstone mental Local No price info. health *Germantown area off of Jefferson has many new establishments Jefferson Street United Merchants Partnership Avenue Bank Local Banking services in Nashville Alexander and Local Insurances Associates services TPAC Local Performing Arts Center Home Care Services of TN MLK Magnet High School Essense Day Spa New/EC day spa, marketed toward AA women, not trendy 5 Designs, LLC AT&T Corporate New Level CDC Local CDC National Baptist Unknown publishing Publishing Board company, Sunday school resources A Luv Bonding Local bail bonds Taliafaro, INC Local Sec 8 Housing, property management R&R Liquor Store Local Drive-‐in liquor Market store, mid-‐scale United Cerebral Palsy Local (state) Not retail John Claybrooks Corporate (Nationwide Insurances Insurance Agency insurance) services MDHA Local Affordable housing Colemna Property Mgt. LLC Hillview Enterprises Local Apt. complex Spruce Street Golden Local Low-‐income Manor apt. Dee's Q CLOSED Vivian House of Local AA hair and nail Glamour salon; seems new-‐ish, perhaps young? Pinnacle Financial Unknown Professional Partners financial services Kroger Corporate Chain grocer Mayor's Office of Local Not Retail Economic and

No website No website

Advances website, FB, Tw, Li

Medium Website Medium website Poor website

Advanced Website, FB, Tw, Blog Medium Website

1 Google Review Google listing

1 Yelp review, Google listing Medium website, FB, Tw, Goog listing on Nationwide website Medium website, fb, tw, tum, flk Medium website Medium Website Listed on blackstylists.com website

Advanced Website, FB, YT

Website for corporate Advanced website, fb, yt

Commercial Development Hatcher and Fell Photography Palmer Solutions

Local New/EC

Country Music Hall of Fame Fab-‐Steel

Local

The Harnisch Family Foundation

New/EC 1998

Woodcuts

Local

Roede Keith Enterprises Tennessee Arts Commission Hill Henry Realtor SunTrust Bank Remington College Holmes Pest Control Touchtunes AARP Comcast NES Cameron High School Alumni Group, Inc. YASNY Labels Group Fisk Radio

Local

Professional, Medium Website not trendy at all Business Advanced website, blog, li, g, fb consulting Not retail Advanced website, lots of medias No website

Steel fab and repair Journalism, social change, grant giving Gallery and framing; AA affiliated Tax Preparation

Local

Not retail

Advanced Website, FB

Corporate Corporate (Nationwide insurance) Corporate Corporate Local Local

Banking Provides digital jukeboxes Not retail Not retail Electric service

Corporate Website FB w/ no info Tumblr, FB, Tw

Local

website

Alive Hospice Affordable Housing JT Barber Salon EEOC Charger Retail The Shoe Boutique

Local New/EC

Jubilee Florist OIC McClain's Masonry Company 15th Ave. Baptist CDC Sinamun's Delek US Holdings, Inc. Ideacom Networks Tenneessee Tribune Elk's Lodge #1102

Unknown

radio station, not retail, assoc. with university $$Women's accessories -‐-‐ seems a bit trendy, is in arts district Florist

Advanced website, google

Medium website

No website

1 5 star review on Yelp broken website, 2 reviews on Yelp

No website, Yelp with no info.

Clarksville Highway Memorials Graphic Equipment Supply, Inc. Otey's Real Estate Agency First Tenneessee Bank Elite Roofing Co. of Nashville College Crib

Local

Poor website, Twitter

Rhodes Computer Meharry Medical College Citizens Bank Metro Arts Commission Mike's Printing Nashville Jazz Workshop Smith's Funeral Home Fisk University Convention & Visitors Bureau Scales Funeral Home Regions Bank Urban League of Middle TN Mahogany Hospice Care Daniel Surface Consulting Dollar Tax Service Elite Lawn Care Nationwide Insurance Nashville Gas House of God Church Turner Investments Mt. Zio Baptist Church Ware's Barber Shop Belle Meade Plantation Westmoreland Investment, Inc. Tennesse Department of Tourist Development White Law Group Infrotech Information Publishing Co. Academics for Leadership and Transformation BBE2 Michael Fair Music Skanska USA Inc John Lane Studio

Greek apparel for college students

70/17

Local

Barber shop

No website, Youtube, Empty Yelp

Unknown

Hair salon and spa; AA; Paul

Empty Yelp, FB, broken website

Sweet Creations Advance Financial CupCake Collection

New/EC New/EC

Primercia Hall Strategies My 3 Sons Barber College Crossroads Pets

Turner Construction JUMP Hoshana Management Group, Inc.

Unknown

Source: Yelp.com, Google Search, JUMP Partnership.

Mitchell Pies! $ AA owned and operated, not to trendy but obviously participating in "cupcake fade" Pet store, has feel of new and high-‐end

Poor website, but functional Medium website, many medias, Yelp

Advanced website, FB, IG, Tw