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JOY: Juneteenth on the Yard

International African American Museum PROJECT
JOY: Juneteenth on the Yard by International African American Museum

credits

Title
  • JOY: Juneteenth on the Yard
Entrant
  • International African American Museum

About This Project

Summary

Once, Gadsden’s Wharf was a point of forced arrival. IAAM made it a destination for Black joy. Thousands filled this historic ground for J.O.Y. Juneteenth on the Yard, a cultural takeover where history met the culture it could not erase. Music, food, storytelling & Black entrepreneurship transformed the museum & its grounds into a living expression of Black freedom across generations. IAAM didn’t simply commemorate Juneteenth. We created space to see what freedom looks, sounds & feels like today

Goals & Objectives

We wanted to move Juneteenth beyond commemoration & into participation: creating a free, multigenerational experience where history, contemporary Black culture & community met. At IAAM, thousands are invited to learn about Black freedom while celebrating its enduring creativity, connection & joy.

Results & Impact

5,500+ people chose J.O.Y.; growing attendance 15% over 2025. TD Bank joined as presenting sponsor, signaling growing investment in the experience, and joy translated into economic action: $20.5K+ in onsite sales, $5K+ given onsite and $300K+ pledged to IAAM’s Jubilee campaign that month.

the team

Brandon Reid
  • Public Historian, Program Director
  • International African American Museum
Malika Pryor
  • Chief of Learning & Engagement Officer
  • International African American Museum
Benny Starr
  • Creative Director
Ashlei Elise
  • Chief Marketing Officer
  • International African American Museum
Paul Holston
  • Marketing & Communications Manager
  • International African American Museum
Robyn Iovinella-Waterson
  • Director of Institutional Giving
  • International African American Museum
Savanna Kustra
  • Events & Activation Manager
  • TD Bank