Story By Shawn Williams and Photos by Janet Morrison
In 2001 Sunshine Anderson had a popular hip hop tune titled Heard It All Before. I was reminded of the song on Monday when Dallas Mayor Mike Rawlings unveiled his Grow South plan to a packed house at South Side Studios.
For the first portion of the mayor’s hour and a half presentation he went over facts and figures about the city’s southern half. Surveying the room the folks that were present, many of them not only understood the challenges and successes but live them every day.
We know Southern Dallas has a larger population than Atlanta. We know Southern Dallas produces only a fraction of the city’s tax base. And yes, we know (and have known for years) than North Oak Cliff is experiencing a renaissance of sorts.
The ten points of Mayor Mike Rawlings Grow South Plan
As a matter of fact, the start of the Mayor’s presentation was eerily similar to Tom Leppert’s “Changing the Game” presentation 3 or 4 years ago. That meeting was held at Gilley’s down the road with many of the same faces in attendance.
What’s Good
First let me say I like the name given to Rawlings campaign: Grow South. It’s made for a Twitter hashtag which I used during the meeting – #growsouth. The mayor is a marketing guy and it’s clear he’s taking a business approach to Southern Dallas vs. a guilted desire to make up for the Dallas’ ignorant and racist past. ”Southern Dallas is not a charity case,” Rawlings said, “it’s a business opportunity.”
Rev. Gerald Brit of Citysquare and Dallas Morning News Deputy Editorial Page Editor Sharon Grigsby
The mayor’s plan takes an active role in education by strengthening schools and strengthening communities. Education is a major problem in most of America’s largest cities so Dallas has plenty of company in trying to make gains there
Sure the Mayor (or the city for that matter) doesn’t have direct authority as it relates to the Dallas Independent School District, but their job is directly affected by the plight of DISD. The perception and realities of DISD prevent many individuals with children from moving to the city.
While expanding on Point #3, the mayor said he plans to adopt four Southern Dallas schools: Zumwalt Middle School, Atwell Middle School, Lincoln High School and Adamson High School. I didn’t get a sense of what that means exactly but it can’t hurt the efforts at the four campuses.
The goal of debunking the myths and rebranding Southern Dallas is one that always sounds small but is a big deal. It’s not about producing rosy pictures as much as it is about telling the truth and getting the real story out.
In order to achieve Point #4 the mayor says a dedicated “brand manager” position will be created within the City of Dallas. He also will tap into his friends in the marketing world to provide pro bono advertising services.
I also like the idea of the improving infrastructure for the Education Corridor that centers around UNT-Dallas and Paul Quinn College. ”We need to make this the University Park of Southern Dallas,” Rawlings said. The birth and rebirth of UNT-Dallas and Paul Quinn respectively offer huge opportunities for the entire city, not just the southern part.
Not So Much…
I’m not sold on the idea to Make Jefferson Blvd. the Main Street of Southern Dallas. I’m bullish on Jefferson Blvd., and it’s not just because Peter Piper Pizza is there. When you drive down the street there are obvious signs that money is changing hands which is an important sign progress and community vibrancy. There are also cultural destinations there like Kessler Theater, Bishop Arts Theater Center and the Texas Theater.
But focusing on Jefferson as the “Main Street” of Southern Dallas is putting more eggs in the North Oak Cliff basket. The mayor made a point (over and over again) to highlight the success of North Oak Cliff and the Bishop Arts District. Again, something people throughout Southern Dallas are already aware to the point that South Oak Cliff is beginning to feel left out of the conversation. I think the importance of Jefferson and investment there is understood but for some reason “Main Street” doesn’t fit.
Southwest Center Mall was notably absent from the Mayor’s presentation. There was no mention of the mall’s turnaround and potential of the surrounding area were not highlighted. When Rawlings said that 65% of homes in the “Red Bird” were owner occupied, it would have been a great time to highlight the Camp Wisdom area a place where those homeowners will once again spend their dollars.
Finally, the plan was short on specifics, so I took it as more of a get to know you endeavor. Of course the Lancaster Kiest Transportation Oriented Development will look different than Mockingbird Station, but how? What kind of infrastructure is needed in the Education Corridor specifically? I would guess that on our future dates we’ll get answers to these and many more questions.
Summary
Overall, the Mayor’s plan featured many steps that have been advocated by this website, the Dallas Morning News’ North South Gap Project, City Council Members and the community at large. It’s always good to see those ideas come together in one place and promoted to a wider audience.
The key is what will the Mayor be able to deliver over the course of four to eight years. Where’s the next Pinnacle Park or Wheatland Town Crossing? When will there be an exit off Northbound Highway 67 to Camp Wisdom? Can you get people up north to drive down Bahama Beach to spend some cash?
I’m hopeful, but I think I used that very word when the last Mayor came to South Side telling us he was going to change the game. There’s not a lot of goodwill left to burn at city hall so he really needs to make this one count.
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