PROJECT OVERVIEW

 

Volunteers of America Chesapeake & Carolinas (VOACC) provides housing, health, and human services to more than 9,700 individuals each year across Maryland, DC, Virginia, and the Carolinas. In August 2025, VOACC celebrated the completion of a $24.5 million renovation of The Residences at Irvington Woods, a 71-unit affordable housing community in Baltimore. The project also marked the establishment of the new Harry and Jeanette Weinberg Community Center, designed to serve as a hub for resident services and neighborhood connection.

​

To mark this milestone, VOACC hosted a ribbon cutting ceremony that brought together neighbors, civic leaders, funders, and partners to recognize the importance of affordable housing and highlight the collaborative effort that made the renovation possible.

​

CHALLENGE

​

VOACC needed an event that would:

• Showcase the $24.5 million renovation in a way that centered both residents and partners

• Engage elected officials, neighbors, and funders in a meaningful community moment

• Generate strong media visibility to elevate Baltimore’s affordable housing story

• Strengthen VOACC’s reputation as a trusted provider of supportive housing

​

SOLUTION

​

As Executive Director of Development & Marketing, I led the committee of staff and partners responsible for designing and executing the ribbon cutting.

 

My contributions included:
 

• Event Planning & Leadership: Directed the committee’s work, managed run-of-show, and secured vendors to ensure a seamless guest experience.

• Creative Direction: Designed promotional items, including branded pop-up houses for attendees to take home, which highlighted VOACC’s affordable housing portfolio.

• Marketing & Media Relations: Oversaw email and social media campaigns to drive attendance and awareness. Managed press outreach, securing on-site coverage from major outlets.

• Stakeholder Engagement: Drafted talking points for Baltimore Mayor Brandon Scott and prepared VOACC leadership and an Irvington Woods resident for media interviews.

• Multimedia Production: Directed an impact video highlighting a resident’s story, used during and after the event to deepen audience connection and expand campaign reach.

• Community Experience Design: Crafted a program that blended ceremony with connection, including apartment tours, a community center unveiling, and moments for residents to engage directly with guests.

​​

RESULTS

​

The event delivered impact well beyond the ribbon cutting itself:
 

• 100+ guests attended, including residents, partners, and elected officials

• Distinguished speakers included:

  • Brandon Scott, Mayor of Baltimore City

  • Zeke Cohen, Council President of Baltimore City

  • Dalya Attar, Maryland State Senator

  • Brien O’Toole, Chief of Housing Production, MD Department of Housing & Community Development

  • Omar Black, Chief Operating Officer, Harkins

  • Earl Millett, Managing Director, The Harry and Jeanette Weinberg Foundation

  • Paris Gray, Council Member, Baltimore City

  • Malcolm Ruff, Maryland State Delegate

• Distinguished speakers emphasized the urgency of affordable housing and VOACC’s leadership in meeting community needs

• Media interviews with VOACC leadership and an Irvington Woods resident helped bring forward the human impact of the project

• Impact video produced and distributed, extending the story of Irvington Woods to a wider audience beyond event-day guests

• Strong earned media coverage secured across regional outlets:

  • AFRO Media

  • Baltimore Sun

  • CBS News Baltimore

• Elevated brand visibility through creative take-home materials and targeted digital promotion

• Strengthened relationships with more than a dozen funding and development partners, including Harkins, Studio K Architecture, ResidentialOne, and The Harry and Jeanette Weinberg Foundation

The ribbon cutting was both a celebration of a successful renovation and the unveiling of a new community center, creating a place where families can build stability and lasting opportunity.