Later this month, the Charlottesville Albemarle Convention & Visitors Bureau will celebrate the launch of Discover Black Cville, a community-led initiative that shares modern, historically accurate and inclusive Black stories from Charlottesville and Albemarle County, Virginia. The launch celebration will include a new mural at Ix Art Park and a digital passport designed to guide travelers to local Black-owned businesses.
Pippin Hill Farm & Vineyard © www.VisitCharlottesville.org
Discover Black Cville grew out of a series of community listening sessions that began in 2020. Those conversations evolved into an ongoing effort guided by a committee representing diverse parts of the local tourism economy, with the goal of presenting fuller, more accurate stories about Black life, history and entrepreneurship in the region.
“Discover Black Cville highlights a Charlottesville that is often overlooked. Charlottesville is more than a college town. It’s filled with incredible people doing amazing things. Discover Black Cville showcases our culture, bringing the community together and ultimately building real connections,” said Matt Harmon, local winemaker and founder of Harmony Wine. “This initiative is changing the narrative that is associated with Charlottesville. My hope is that it continues to build bridges within the community and beyond our city.”
The Draftsman © www.VisitCharlottesville.org
Local artists James Johnson and Laura Lee, who designed the official Discover Black Cville logo, will paint the mural at Ix Art Park. Located in the heart of the city, the park sits within a neighborhood that has seen significant change; the mural is intended as a hopeful symbol and a visual reminder of how inclusive dialogue can transform communities.
© www.VisitCharlottesville.org
The Discover Black Cville Digital Passport highlights Black-owned businesses and cultural attractions across Charlottesville and Albemarle County. Launched March 26, the passport encourages both visitors and residents to explore local businesses. Participants scan a QR code to check in at listed locations; after five check-ins, visitors can visit the Jefferson School African American Heritage Center to redeem a Discover Black Cville hat as a memento of their participation.
By combining public art, community storytelling and a digital guide to Black-owned enterprises, Discover Black Cville aims to expand how people experience Charlottesville. The initiative supports local entrepreneurs, invites meaningful engagement with history and contemporary culture, and helps build connections among residents and visitors alike.