This article is copyright 2006 by Antonio J. García and originally was published in the Richmond Times-Dispatach, June 21. 2009. It is used by permission of the author and, as needed, the publication. Some text variations may occur between the print version and that below. All international rights remain reserved; it is not for further reproduction without written consent.

 

Richmond Branding

by Antonio J. García

 

In these challenging economic times, consider all that Richmond has to offer—including to tourists from nearby states looking for an inexpensive trip. This city needs a branding:

“RICHMOND: more art per square inch than any town its size.”

Our cultural menu impresses. The local music scene includes jazz, pop, rock, blues, metal, bluegrass, grunge, experimental, classical, country, and beyond. Museums, galleries, theatres, ballet, historic districts, culinary arts, and more abound. Universities offer hundreds of performances and exhibitions either free admission or at very low cost.

Where else can you find such numerous quality offerings across such genres? Certainly not where I formerly lived, an hour north of one of the great cultural cities, Chicago. In my opinion, even my beloved native New Orleans doesn’t support quite as wide a cultural range of offerings as Richmond does.

In recent years CNN Money picked Greater Richmond as one of the “seven best summertime trips.” Employment Review magazine selected Richmond as “one of the top 20 best places to live and work.” And when the Southeastern Institute of Research released its 2004 study of the reactions of 25- to 34-year-olds, it ranked Richmond as the third “coolest city” in America (after Washington, D.C. and New York and ahead of San Francisco).

I’ve lived here now for eight years. The list of Richmond cultural activities I’ve wanted to attend yet have not is embarrassingly long, but it’s not for lack of trying. There are simply so many! But does the city market it effectively?

The Richmond Metropolitan Convention & Visitors Bureau web site at <www.visitrichmondva.com> is a helpful start, with many resources, but still does not capture in a mere dozen words what we offer. The City of Richmond’s official site at <www.ci.richmond.va.us> offers a later link to the RMCVB site but certainly does nothing to brand our fair home as a cultural gem.

If you want to bring dollars into this city, reach out to people looking for an accessible destination to enjoy as an affordable trip. You needn’t invest to create the culture: it’s already here! Just get the word out, starting with these two web sites. Perhaps someone would then like to design a cool-looking “apsi Richmond” logo for use on t-shirts, stickers, and more.

I’ll say it again, and you can use it for free. RICHMOND: more art per square inch than any town its size.”

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Antonio J. García is an Associate Professor of Music and Director of Jazz Studies at Virginia Commonwealth University, where he directs the Jazz Orchestra I; instructs Applied Jazz Trombone, Small Jazz Ensemble, Music Industry, and various jazz courses; founded the B.A. Music Business Emphasis (for which he initially served as Coordinator); and directs the Greater Richmond High School Jazz Band. An alumnus of the Eastman School of Music, he has received commissions for jazz, symphonic, chamber, and solo works—instrumental and vocal—including grants from Meet The Composer, The Commission Project, The Thelonious Monk Institute, and regional arts councils. His music has aired internationally and has been performed by such artists as Sheila Jordan, Arturo Sandoval, Bobby Shew, Denis DiBlasio, James Moody, and Nick Brignola. Composition/arrangement honors include IAJE (jazz band), ASCAP (orchestral), and Billboard Magazine (pop songwriting). His works have been published by Kjos Music, Kendor Music, Doug Beach Music, Walrus, UNC Jazz Press, Three-Two Music Publications, and his own garciamusic.com, with five recorded on CDs by Rob PartonŐs JazzTech Big Band (Sea Breeze and ROPA JAZZ).

A Bach/Selmer trombone clinician, Mr. García has freelanced as trombonist, bass trombonist, or pianist with over 70 nationally renowned artists, including Ella Fitzgerald, George Shearing, Mel Tormé, Doc Severinsen, Louie Bellson, Dave Brubeck, and Phil Collins—and has performed at the Montreux, Nice, North Sea, Pori (Finland), New Orleans, and Chicago Jazz Festivals. He has produced recordings or broadcasts of such artists as Wynton Marsalis, Jim Pugh, Dave Taylor, Susannah McCorkle, Sir Roland Hanna, and the JazzTech Big Band. An avid scat-singer, he has performed vocally with jazz bands, jazz choirs, and computer-generated sounds. He is also a member of the National Academy of Recording Arts & Sciences (NARAS). A New Orleans native, he also performed there with such local artists as Pete Fountain, Ronnie Kole, Irma Thomas, and Al Hirt.

Mr. García is Associate Jazz Editor of the International Trombone Association Journal. He serves as a Network Expert (for Improvisation Materials) and an Editorial Advisory Board member of the Jazz Education Network. His new book, Cutting the Changes: Jazz Improvisation via Key Centers (Kjos Music) offers musicians of all ages the opportunity to improvise over standard tunes using just their major scales. He is Co-Editor and Contributing Author of Teaching Jazz: A Course of Study (published by MENC). Within the International Association for Jazz Education he served as Editor of the Jazz Education Journal, President of IAJE-IL, International Co-Chair for Curriculum and for Vocal/Instrumental Integration, and Chicago Host Coordinator for the 1997 Conference. He served on the Illinois Coalition for Music Education coordinating committee, worked with the Illinois and Chicago Public Schools to develop standards for multi-cultural music education, and received a curricular grant from the Council for Basic Education. He has also served as Director of IMEA's All-State Jazz Choir and Combo and of similar ensembles outside of Illinois. He is the recipient of the Illinois Music Educators Association's 2001 Distinguished Service Award.

Of his jazz curricular work, Standard of Excellence states: "Antonio García has developed a series of Scope and Sequence of Instruction charts to provide a structure that will ensure academic integrity in jazz education." Wynton Marsalis emphasizes: "Eight key categories meet the challenge of teaching what is historically an oral and aural tradition. All are important ingredients in the recipe." The Chicago Tribune has highlighted García's "splendid solos...virtuosity and musicianship...ingenious scoring...shrewd arrangements...exotic orchestral colors, witty riffs, and gloriously uninhibited splashes of dissonance...translucent textures and elegant voicing" and cited him as "a nationally noted jazz artist/educator...one of the most prominent young music educators in the country." Down Beat has recognized his "knowing solo work on trombone" and "first-class writing of special interest." The Jazz Report has written about the "talented trombonist," and Cadence noted his "hauntingly lovely" composing as well as CD production "recommended without any qualifications whatsoever." Phil Collins has said simply, "He can be in my band whenever he wants."

A member of the board of The Midwest Clinic, Mr. García has adjudicated festivals and presented clinics in Canada, Europe, Australia, The Middle East, and South Africa, including creativity workshops for Motorola, Inc.'s international management executives. He has served as adjudicator for the International Trombone Association's Frank Rosolino, Carl Fontana, and Rath Jazz Trombone Scholarship competitions and the Kai Winding Jazz Trombone Ensemble competition and has been asked to serve on Arts Midwest's "Midwest Jazz Masters" panel and the Virginia Commission for the Arts "Artist Fellowship in Music Composition" panel. He has been repeatedly published in Down Beat; JAZZed; Jazz Improv; Music, Inc.; The International Musician; The Instrumentalist; and the journals of MENC, IAJE, ITA, American Orff-Schulwerk Association, Percussive Arts Society, Arts Midwest, Illinois Music Educators Association, and Illinois Association of School Boards. Previous to VCU, he served as Associate Professor and Coordinator of Combos at Northwestern University, where he taught jazz and integrated arts, was Jazz Coordinator for the National High School Music Institute, and for four years directed the Vocal Jazz Ensemble. Formerly the Coordinator of Jazz Studies at Northern Illinois University, he was selected by students and faculty there as the recipient of a 1992 "Excellence in Undergraduate Teaching" award and nominated as its candidate for 1992 CASE "U.S. Professor of the Year" (one of 434 nationwide). Visit his web site at <www.garciamusic.com>.

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