let's discourage these sad little racists to stop with their racist advertising, and whatever else they plan on doing... Developer's Ads Confirm Worst Fears of North Philadelphia Residents African-American Business & Residents Association (AABRA) 18 Mar 2005 12:01 GMT Community accuses developer of racist, provocative and threatening ads which advocate the displacement of the modest income and celebrate the “Re-establishment” of a wealthy white population baseOn or about Friday, February 25, 2005, Westrum Development Company installed provocative advertisements in North Philadelphia (the intersection of 31st Street & Girard Avenue) which have alarmed and outraged the surrounding community. We, the African-American Business & Residents Association (AABRA) and other organizations, have demanded that Westrum remove these ads immediately. The ads, however, remain. We have contacted local media, who largely refuse to cover this story. We now submit this to the world, to ensure that there will be exposure to this and related anti-gentrification matters occurring here. AABRA, whose headquarters are located only two blocks from the ads, sampled public opinion in this 94% African-American community known as Brewerytown and found a great deal of suspicion about the true intent of the ads. Though some give Westrum a temporary benefit of the doubt, overwhelmingly, residents believe that the signs are racially antagonistic, with strong class biases. They point to the following: *There are two signs, facing opposite directions, one depicts a black female, the other depicts a white male. Some argue that this is an unwelcome encouragement of segregation in an area where African-Americans and whites have lived in separate, neighboring communities for generations. They question why each sign does not depict diversity. *The black female has a broad smile, clearly indicating a welcoming posture. However, the white male has no smile whatsoever and, in fact, appears to be grimacing slightly in anger. He does not express any of the openness of the black female. Rather, he exhibits impatience and arrogance. *The white male further has his hands clasped in front of him and is leaning uncomfortably forward, almost in a lunging position. A large house cat sits next to him, without making physical contact. The composite image suggests distance, separation, an absence of compassion and warmth, even a preparation for attack. *The caption above the white male is “It’s your turn.” Combined with the threatening appearance of the white male and his pet, and measured against the backdrop of the gentrification battles occurring within the community, this caption is particularly racially charged. The community and AABRA argue that the caption is racially coded for the benefit of speculators and antagonistic forces within the white community. It tells these elements that "it’s their turn" to enjoy this community, provided they have the demeanor of this white male: angry, defiant, prepared for attack. *The caption to the left of the sign featuring the white male says “Brewerytown Square Re-established 2005.” It is unclear what “Square” really means. If it is the land on which Westrum is currently building, then Westrum is only reestablishing what it demolished over the last two years. If Brewerytown Square is really synonymous with Brewerytown itself, then the message is extremely threatening. In this case, it suggests that Westrum is reestablishing something that had vanished. This could only mean a new white community. *Put another way, how can a community be reestablished where others are already present? AABRA and the greater community suggest that “Re-established 2005” is an arrogant and strident signal that Westrum will displace modest income individuals, the elderly on fixed incomes and other vulnerable aspects of this largely African-American community. *The second picture, depicting the black female, is an anachronism, at best. What does “It’s your turn” mean for her? African-Americans have lived in the community for several generations. If the caption suggests that Westrum is giving African-Americans their turn to live in luxury, then it is an insulting and provincial message, for it assumes that there are no well-maintained, modern homes for African-Americans in Brewerytown today. It is more likely that the caption is saying that African-Americans of means can now take their “turn” at moving into this community and displacing the long-suffering existing residents. *An even worse interpretation is that the African-American female is really there as cover for the important ad – the one featuring the angry white male. Westrum argues that the signs merely attempt to convey that it is time for single young professionals to live well and that Westrum’s homes are actually perfect for them. Unfortunately, with prices beginning in the high $200,000.00 range, and having an unknown ceiling, what young, single white male or single black female can possibly afford to buy there? Clearly, these individuals are not the target group for Westrum. And, considering that the black female has no affirmative role in the sales pitch (per the discussion above), we are left with the reality that the angry white male is the only important character and that Westrum’s audience, the more affluent among the white neighbors, is the real target market. We openly ask whether Westrum is intentionally marketing to the most aggressive aspects of the white community in an effort to attract only white buyers. Do they believe that a new, all-white community will create significantly higher sales prices than a multi-cultural one in this rapidly gentrifying area? Would such a calculation necessarily be incorrect? AABRA and the greater African-American community have been engaged in a year-long battle to have Westrum’s unlawfully obtained zoning approval reversed. (See PA Supreme Court case 405 EAL 2004.) These racially insensitive, provocative signs would appear to be challenges to our right to live and prosper here, even declarations of war or bold pronouncements of population replacement. We believe that there is no place in our community for these messages. We are calling for Westrum to remove these signs immediately. We are asking the Philadelphia Commission on Human Relations to intervene and encourage (or force) Westrum to alleviate tensions in the racially hostile environment they have created by removing the signs. Since we first complained of these signs nearly three weeks ago, Westrum has added other signs in less visible areas near the construction site, in an apparent attempt to add more cover for the angry white male’s sign. They have stated to a spokesperson for the community coalition opposing the signs that they are “considering” our concerns. However, no deadline for their removal was provided. Therefore, the angry white male remains, and does so in the most visible area near the site. The “Re-established 2005” signs also remain. If you believe that these ads are arrogant, racist, class-based, insensitive and very, very threatening, then send your thoughts to Westrum (khoff@westrum.com, 215-283-2190, Fax:215-283-0991), Councilman Darrell Clarke (Clarke-5th-District@phila.gov, 215-686-3442, F:215 686-1901), Mayor John Street (215-686-1776, F:215-686-2180), Philadelphia Inquirer (Fax: 215-854-4483), Ch. 29 WTXF (215-928-2881, F:215 925-2420), KYW Radio (NewsTips@KYW1060info.com, 215-238-4991 F:215-238-4657), Philadelphia Commission on Human Relations (rachel.lawton@phila.gov, 215-686-4670, F:215-686-4684), Licenses & Inspections (permit.services@phila.gov, 215-686-2400 F:215-686-2403), US Attorney (215-861-8200, F:215-861-8609). Tell them that inner city communities welcome diversity, not racism, classism or displacement. Tell them that you don’t want housing for the wealthy on scarce industrial land. Rather, all such land should be used for economic development.
