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3 WELCOME FROM THE PUBLISHERS We’re Proud to Know You… And to Share Our Communities with You! On behalf of the National Black Tourism Bureau, Black Meetings and Tourism magazine, the National Cultural Heritage Tourism Center, the Florida African-American Heritage Preservation Network, and affiliates; we welcome you and thank you for choosing, or considering Northwest Florida as your destination for travel and leisure. This Guide supplement is intended to enhance your visit, or to help you make the choice to come and enjoy our amenities for yourself. We think of you as extended family and hope you’ll think of visiting Northwest Florida as a little like “coming home”, where there are people who know something about your history and culture. This excursion highlights the contributions African-Americans have made and are continuing to make in this Region are easily observed as you visit points highlighted along the Florida Black Heritage Trail – Driving Vacations! Investigate the multiple historic cultural heritage treasures and enjoy the amenities of our shared, collective communities as a way of empowering African-Americans, not only in celebrating our strengths and contributions, but also in enriching our own economic development. So - please accept our invitation to visit – and you’ll want to “Come Home Again”


5 Be prepared to be uplifted and proud! You’re entering a land where African Americans served as legislators, congressmen, school Superintendents and business leaders well before they were offered the opportunity in other regions of America. Mostly, it happened because the story of African Americans in Florida is so different from other states. It is a story that is virtually unknown to most Americans of all walks of life, but one that has been extremely well told in the new Florida Black Heritage Trail, a microcosm of African American landmarks and legacies throughout the state. When the authors of the Trail began the project, they were working to both stem the tide of the history being lost, as well as tell the story of African American achievements and accomplishments throughout the state. We believe they succeeded in capturing the essence of the experience, so well, in fact, that we are now developing individual driving travel packages to make the story of African Americans in all of Florida easy to experience and enjoy.Authors of the Trail point out that “long before bondsmen were brought to America’s colonies, African-born blacks, both free and slave, were directly involved in shaping the future of America through their participation in Spanish explorations and colony building.” Examples of their successes are numerous. Free black African Juan Garrido, a veteran of the Spanish conquests of Hispanola, Puerto Rico and Cuba, was a member of the Spanish expedition led by Ponce de Leon that “discovered” Florida in 1513. Blacks contributed to the building of the fort at St. Augustine in 1565 and worked to establish a community near present day Pensacola in 1559. To follow the path of African Americans settling in Florida, we’ve begun in Pensacola to trace the history of African Americans in the state. The travel experiences being offered have been designed to tell the story of African American heroes; both men and women who worked side by side with the Spanish, the Native Americans and the United States Army to create the culture of Florida as well as impact the history of the United States. Few people know these remarkable stories or how tremendously uplifting they are when compared to most colonial history. They’re the stories of the hard work and productive contributions that African Americans provided to projects large and small. They’re the stories of wealthy free women of color who owned property and who influenced society with their actions. They’re the stories of the Underground Railroad which ran backward, heading south, different from those routes moving north to the Mason Dixon line. Enslaved Americans from Georgia, South Carolina and the Gulf States fled south to be aided by free blacks, Native Americans and Union troops to achieve their freedom. As the John C. Riley Center researchers said, “as communities. today, the stories of productive, successful and innovative African Americans can be found all over Florida.” The stories continue right to the present day, when Chappie James became the nation’s first ever black Four-Star General. His mother, Lillie A. James had a private school for black children in the house where a large number of black professionals obtained their basic education. Today, there are no less than 22 locations in Pensacola alone that illustrate African American heritage in the region. Gainesville, Jacksonville, Tallahassee, and St. Augustine have an equal number or more. Eventually, travel packages featuring the Florida Black Heritage Trail will cover experiences in the entire state. We welcome travelers from all walks of life to sample the African American heritage of Florida and then travel with us again and again to explore other areas of the state. We know you’ll enjoy these very interesting stories. This program of Florida Black Heritage Tail – Driving Vacations ™ is produced and offered by the National Black Tourism Bureau and it’s affiliate, the Gulf Coast African American Visitors Bureau of Pensacola, Florida. Our partners in this venture include selected hotels, lodgings, and attractions agreeing to offer special pricing and accommodations for our valued clients. Enjoy! PENSACOLA TALLAHASSEE JACKSONVILLE GAINESVILLE SAINT AUGUSTINE INTRODUCTION FLORIDA BLACK HERITAGE TRAIL – DRIVING VACATIONS™


7 BEACHES & DESTINATIONS OF NW FLORIDA “A Guide For African-American Visitors”

8 BEFORE THE ENGLISH SETTLED JAMESTOWN (PENSACOLA)™ BEFORE THE ENGLISH SETTLED JAMESTOWN At least 50-years before the English settled at Jamestown in 1607,African Americans had already settled in Florida. It’s Generally not well known that by 1698, both free and enslaved African Americans were a part of a permanent Spanish settlement in the New World, or particularly that some African Americans were actually freemen in this part of the country at such an early date City in depth. As the place in America where African Americans have lived the longest, Pensacola is so rich in black history that you’ll want to explore the whole city in depth. Meandering the streets, you’ll be visiting historic homes of prominent Citizens of color, the churches where they worshipped and museums that Illustrate the lives and heritage of African Americans in the area. On a visit to the 1802 Julee Cottage, you’ll discover how a free woman of color, who owned this home, was successful in purchasing the freedom of her fellow enslaved blacks. Nearby, the Dorothy Walton home was owned by the wife of George Walton, a signer of the Declaration of Independence. Another 1804 Creole cottage further illustrates the lifestyles that free blacks enjoyed in Florida while their fellow African Americans were subjected to slavery further North. In the midst of all of this heritage, you’ll learn the stories of other more contemporary African Americans who called Pensacola home. Their ranks Include Chappie James, the first black Four-Star General in American military history, Mathew Lewy, Publisher of the Florida Sentinel, and John Sunday, who served In the Florida legislature in 1873, after being a City Alderman for 3-years. Come explore the rich history of Pensacola and you will appreciate how Integral they were in the City. A unique, new, and uplifting experience that You will find nowhere else in America!

9 HISTORIC JOHNSON BEACH …a special cultural heritage experience in Florida’s “Gateway City”!

10  Package FLBHT01 Includes...  Three night’s accommodations at SELECTED HOTEL  Breakfast following each nights stay  Parking at the HOTEL  African American Heritage Society: Tour the museum and art gallery housed in the historic Kate Coulson House  Historic Pensacola Village: Visit the core historic village of Pensacola with 10 interpreted structures  Julee Cottage Museum: Home of a woman of color who purchased fellow blacks from slavery. The house is now the African American museum at Historic Pensacola Village  Dorothy Walton House: Home of the wife of George Walton, signer of the Declaration of Independence  Suzannah Crespo: 1804 home of Suzannah Crespo, a Creole woman  St. Michael’s Creole Benevolent Association Hall: Seville Square meeting place of the benevolent society established for Creoles  Maria Vellon: Home of African born Vellon and her common law husband Jacques Sobles  John Sunday House: Home of the African American who served in the Florida legislature in 1873  Chappie James State Building: Named in honor of the first black Four Star general in the American military  St. Joseph’s Catholic Church: Erected in 1881 for use by the Creole and Black communities  St. Cyprian’s Episcopal Church: Former mission church established to minister to “colored” people in the early 1800s  Polkinghorme Family House: Home of the Pensacola pharmacist whose son became a Tuskegee Airman  Matthew Lewy Home: Home of the publisher of the Florida Sentinel, a leading African American newspaper  Mount Zion Baptist Church: Founded in 1880 as an offshoot of St. John the Baptist  St. John the Baptist Church: First church formed by African Americans in Pensacola  Allen Chapel A.M.E. Church: Church organized in 1866 by Henry Call who began the A.M.E. denomination in Florida  Johnson Beach: Commemorating the life of Private Rosamond Johnson  National Museum of Naval Aviation: Built to celebrate the history of aviation in the Navy, Marines, and Coast Guard  Chappie James Memorial Gardens: Birthplace of the nation’s first black Four-Star General  You can add the following options to your trip:  Additional nights at the HOTEL  From just $$$ Per person, double occupancy, including taxes. Pensacola Trip Itinerary

11 CAPITAL AFRICAN AMERICAN HERITAGE (TALLAHASSEE)™  Capital African American Heritage Florida Black Heritage Trail, Tallahassee  Tallahassee, Florida’s capital city, has African American stories that span all the way from the free blacks who came to the area with the Spanish to settle in the 1500s to the triumphs and successes of today. In this city, good stories abound. As early as 1513, Juan Garrido, a free black man accompanied Spanish explorer Ponce de Leon when he “discovered” Florida. The first Christmas celebration in the United States was held here in 1539, when de Soto, another Spanish explorer set foot on the land in December of that year. Three centuries later, Tallahassee was chosen as the location of Florida’s capital because it was at a mid-point between Pensacola and St. Augustine, the two largest cities in Florida at the time. Consistently, in a state where the population was 43% black as early as 1840, African Americans outnumbered Caucasians in the Tallahassee area as late as the 1880s. With such a population distribution, business leaders, church leaders, educators and legislators were naturally chosen from the ranks of local prominent African American citizens. As a result, while you’re exploring the African American heritage of Tallahassee, you’ll learn about civic leaders and educators such as John C. Riley, the first principal of Lincoln High, the first high school for blacks in Leon County; Charles Kenzie Steele, one of Florida’s most prominent civil rights leaders; and Jonathan Gibbs, who served as Florida’s Secretary of State in 1868. You’ll also learn the stories of the African Americans who fought to establish educational institutions such as the Florida Normal and Industrial School for Negroes, now Florida A&M University and establish the nationally renown archives of African American accomplishments. In addition, you can visit black churches that provided African Americans with a social identity and source of community unity.

12  Package FLBHT02 Includes...  Four night's accommodations at SELECTED HOTELS  Breakfast following each night’s stay  Parking at the Inn  Capital Downtown Cultural District: Enjoy the walking tour of an area that showcases both history and culture in Tallahassee  John G. Riley Museum/Center of African American History and Culture: Tour the home of a prominent educator and business leader.  Museum of Florida History: Get an overview of Florida history from the beginning to the present day  Tallahassee Museum of History and Natural Science: Tour a collection of African American buildings that have been moved to the Museum  Knott House Museum: Location where the Emancipation Proclamation was read in Tallahassee  Restored Old Capitol: Discover the original Florida capitol building as it appeared in 1902  Union Bank Museum: See a portion of the Black Archives collection on display  Henry Hill Park: Established on land willed from master to slave for his years of service  The McKinny House: Home of a Leon County African American assistant principal  First Presbyterian Church: Tour the only church standing from Florida territorial days  Greenwood Cemetery: Final resting place for African Americans not permitted burial in segregated cemeteries  Old Lincoln High School: Established as the Lincoln Academy in 1869  Black Archives Research Center and Museum/Florida A&M University: Repository holding a comprehensive collection of materials related to the accomplishments of African Americans  St. James CME Church: Oldest black church structure still standing in Tallahassee  Mary Brogan Museum of Arts and Sciences: Affiliate of the Smithsonian Institution in Washington, DC  De Soto Archaeological Site: Location where the Spanish explorer landed in 1569  Old City Cemetery: Burial grounds which date back to 1829  Gallery Alley: Series of courtyards and alleys that are home to antique shops and galleries  Kleman Plaza: Site of festivals and events  You can add the following options to you trip:  Additional nights at the HOTEL  From just $$$ Per person, double occupancy, including taxes.  Package rates may vary by season and day of the week. Tallahassee Trip Itinerary

13 LIFT EVERY VOICE AND SING (JACKSONVILLE)™  Lift Every Voice and Sing Florida Black Heritage Trail, Jacksonville  By the 1880s, Jacksonville, Florida was a major tourist destination known as “The Winter City in a Summer Land.” The fire of 1901 changed all that, destroying ten hotels and every public building in downtown. Jacksonville began rebuilding immediately, creating such treasures as The Florida Theatre and the Carnegie Library that are now listed on the National Register of Historic Places as monuments in their own right. From an African American viewpoint, history in Jacksonville begins in 1565 when both slaves and free blacks arrived in the area with Spanish explorers. Today, one of the most important locations for African Americans is Kingsley Plantation, the oldest plantation house in Florida that was once African American owned. When Zephaniah Kingsley purchased the plantation, he was married to a Senegalese woman, Anna Madgigine Jai, whom he once purchased as a slave. After she bore him four sons and was freed, she owned property of her own. Another very important location, Edward Waters College, was established in 1866 to educate freed slaves. In addition to these two particularly significant locations, there are more than 25 other sites in Jacksonville that are important to African American history. You’ll be able to see the downtown churches, rebuilt after the 1901 fire, that are still in use today. Nearby, Durkee Field was where Henry Aaron played when he was with the Jacksonville Braves before joining the major leagues. Dr. Eartha M. M. White’s Museum illustrates life in Victorian Jacksonville as well as the lifetime of humanitarian service delivered by this wonderful African American woman. This trip also takes you to schools, hospitals, cemeteries and more. We’re confident that you’ll enjoy the new insights into African American heritage you’ll find in this city. It’s well worth the trip to discover heritage that exists nowhere else.

14  Package FLBHT03 Includes...  Two night's accommodations at a selected Hotel  Breakfast following each night’s stay  Parking at the HOTEL  Historic Walking Tour of Jacksonville: Tour this contemporary city built largely after the fire of 1901  San Marco Square: Enjoy shopping and strolling in a replica of St. Mark’s Square in Italy  Kingsley Plantation: Explore the oldest plantation in Florida that was once African American owned  Fort Carolina National Historic Site: Location where the French attempted to establish a colony in 1562  Old Brewster Hospital: 1855 Victorian residence that served as a hospital and community center for African Americans  Clara White Mission/Eartha M. M. White Museum: Enjoy this unique museum that delivers a glimpse of Victorian Jacksonville  Edward Waters College: Established in 1866, the oldest black center of learning in the United States  Cummer Museum of Art: Tour this world class art museum with special African collections  Alpha Kappa Alpha Sorority: The first sorority established for African American women in the nation  Durkee Field: Place where Henry Aaron played when he was in the minor leagues  Prime Osborn III Convention Center/Asa Philip Randolph Room: The former “blacks only” waiting room now commemorating the memory of a Civil Rights activist  James Weldon Johnson Memorial: Marker at the birthplace of the author of “Lift Every Voice and Sing”  Ritz Theatre: Home of Ray Charles and other greats now completely reconstructed to a state-of-the-art facility  La Villa Museum: Exhibits here illustrate the history of African Americans in northeastern Florida from settlement to today  Bethel Baptist Institutional Church: Church that delivered community services to displaced African Americans  Catherine Street Fire Station: Manned by an all black crew from 1902 to 1905  Driving Tour of African American locations: Selection of other Jacksonville locations of interest to African Americans  Olustee Battlefield: Battlefield on which the all black 54th Massachusetts Regiment fought, commemorated in the movie Glory  You can add the following options to your trip:  Additional nights at the Inn at Oak Street  Anheuser Busch Brewery Tour  St. John’s River Cruise  Day Trip to St. Augustine  From just $$$ Per person, double occupancy, including taxes. Jacksonville Trip Itinerary

15 BEGINNING IN 1565! (ST AUGUSTINE)™  Beginning in 1565 Florida Black Heritage Trail, St. Augustine  At the opposite side of the state from Pensacola, where the first African Americans settled in Florida, St. Augustine offers another rich view of African American history in the state. Founded in 1565, St. Augustine is the oldest permanently settled European city in America. There is clear evidence that African Americans participated in the early 16th century Spanish explorations around the world and were directly involved in the establishment of St. Augustine in 1565. The African American population of the region continued to increase during the next two centuries, when African-born slaves escaping plantations in Georgia and South Carolina they came seeking asylum in Spanish territory. The Spanish offered two routes out of slavery, conversion to Roman Catholicism and military service in the Spanish army. So many blacks took advantage of this avenue that a company of black and mulatto militia was formed as early as 1658. In 1738, Spain established a fortified town specifically for runaway slaves under the command of black Captain Francisco Menéndez. The resulting Gracia Reál de Santa Teresa de Mose, known locally as Fort Mose, became the first legally sanctioned free black town in the United States. More recently, Frank Butler, Jackie Robinson, Mary McLeod Bethune and other contemporary African American heroes have added new heritage to the area. Bethune-Cookman College founded by Mary Bethune has remained one of Florida’s four historic black colleges and universities, today serving as a major institution of higher learning for African Americans in Florida. We trust that you will enjoy learning about both the very old African American history in St. Augustine and the new. Both ends of the spectrum present interesting perspectives on the changes that have occurred over the centuries.

16 FOLLOW THE BLACK HERITAGE TRAIL THROUGH THE WESTERN PANHANDLE™  Follow the Black Heritage Trail Through the Western Panhandle  Experiencing the entire Black Heritage Trail through Northern Florida is a wonderful experience if you have the time to savor and enjoy the whole journey. If not, we've designed two packages, this selection which lets you explore the western portion of the trip and another which does the eastern portion. Beginning in Pensacola, you'll be exploring the unprecedented African American heritage in the area, from its beginnings in 1565. Few are aware that African Americans, both free and enslaved arrived in the Pensacola area with the early Spanish explorers. That fact makes the story of African American Heritage in this region totally different from other stories in the south, because the Spanish did not consider slavery a permanent condition based on the color of the skin. As you begin your journey, you'll be meeting black heroes and heroines such as John C. Riley, Julee Paton, Matthew Lewy, Kate Coulson and exploring the Colonial Archaeological Trail, Historic Pensacola Village, the T. T. Wentworth Jr. Florida State Museum, and the National Museum of Naval Aviation. In Tallahassee, a different perspective of African American heritage includes the John C. Riley Museum Center of African American History and Culture, Black Archives Research Center and Museum, Knott House Museum, Frenchtown Tallahassee, Old Capitol-Florida Center for Political History and Governance, Union Bank Museum, and the Tallahassee Museum of History and Natural Sciences. In between, you'll be visiting Fort Negro, occupied by African Americans, for whom their counterparts in Pensacola purchased their freedom. Along the way, you'll learn the stories and contributions of African Americans as they helped and aided on another in their quest for a better life, freedom and strong communities.

17 AN AFRICAN AMERICAN JOURNEY THROUGH NORTHERN FLORIDA™  An African American Journey Through Northern Florida  Any journey through time and place can be taken a little at a time. To have the greatest impact, however, a journey is best taken all at once, covering the most territory and learning the greatest insights in the shortest amount of time. This is especially true for the Florida Black Heritage Trail that spans northern Florida from side to side. You can spend a few days exploring Pensacola, Tallahassee, Gainesville, Jacksonville and St. Augustine and learn the story of each of these locations one at a time. Or, you can spend the better part of two weeks exploring the whole Trail from beginning to end, starting in Pensacola and ending in St. Augustine to get the full impact of the accomplishments of African Americans in the northern part of the state all at one time. Altogether, it’s an impressive journey. Beginning with the Spanish, the attitude toward slavery in Florida was different from that of the British. Spaniards considered slavery a temporary condition, not related to race, where the British look at slaves as permanent second class citizens, made slaves by the color of their skin. As result, African Americans had much greater opportunities in Florida than they did elsewhere in the South and their accomplishments clearly illustrate that difference. As soon as was possible after Reconstruction, there were African American congressmen from Florida, millionaires, business leaders, school superintendents and a Secretary of State. Black neighborhoods were as prosperous as Caucasian neighborhoods, with communities focused around church and family. When you take the whole trip on the Florida Black Heritage Trail, you get the full impact of all the African American accomplishments as they covered all areas of life. You’ll also learn how the African Americans who could, helped others in their communities to bring the whole group together. They truly practiced “Lift Every Voice and Sing,” working to make a rising tide float all boats. Enjoy your journey!

18 FOLLOW THE BLACK HERITAGE TRAIL THROUGH NORTHEASTERN FLORIDA™  Follow the Black Heritage Trail Through Northeastern Florida  Experiencing the entire Black Heritage Trail through northern Florida is a wonderful experience if you have the time to savor and enjoy the whole journey. If not, we've designed two packages, this selection which lets you explore the eastern portion of the trip and another which does the western portion. Beginning in Gainesville, you'll be exploring the unique African American heritage in the area around the University of Florida. From there, you'll be traveling on up to Jacksonville and on to St. Augustine, the oldest city in America, which African Americans who accompanied the early Spanish explorers helped build. From there, a visit to Daytona Beach takes you to famous sites like the ball parks of African American baseball heroes Hank Aaron and Jackie Robinson, and to Bethune Cookman College, with rich black educational traditions. Along the way, you'll be exploring “140 years of African American History” and fabulous African art collections at the Harn and Cummer Museums of Art. And, we've packed a lot more into eight days and seven nights, including the Haile Historic Homestead at Kanapaha Plantation, Matheson Museum, Pleasant Street Historic District, Kingsley Plantation, Old Brewster Hospital, the Clara White Mission, Waters College, Alpha Kappa Alpha Sorority House, Prime F. Osborn III Convention Center, Ritz Theatre, LaVilla Museum, Olustee Battlefield, the St. Augustine Historic Museum Center, Castillo de San Marcos National Monument, Willie Galimore Community Center, Fort Mose, Lincolnville, Cary A. White, Sr. Complex, Frank Butler Park, Butler Beach, and the Mary McLeod Bethune House. Whew, you say! In fact, Florida has some of the richest and most interesting African American heritage and stories in the nation. We want you to enjoy it all, beginning to end. It's a great story to explore and enjoy.



21 BM&T Backgrounder  Publishing since 1994, BLACK MEETINGS & TOURISM is the exclusive African-American owned, awarding-winning,  bi-monthly, international trade (business) publication for and about the African-American hospitality, meetings,  incentives, leisure and group TRAVEL MARKET. BM&T Provides:  A national audience of African-American Travel Professionals (and their clients), as well as a growing network of business travelers.  A seasoned, recognized and trusted voice in the African-American market.  ACCESS to a plethora of national African-American Associations and Organizations that plan local, national and regional meetings and events.  A national audience of African-American Travel Professionals (and their clients), as well as a growing network of business travelers.  A seasoned, recognized and trusted voice in the African-American market.  ACCESS to a plethora of national African-American Associations and Organizations that plan local, national and regional meetings and events. BM&T Circulation  28,000 hard copies BM&T’s bi-monthly issues are sent via US mail  With a 3X “pass-along” rate  Total readership 84,000 BM&T Audience Demographics  60% of BM&T's standard circulation is distributed to meeting, incentive, and corporate travel planners.  35% of the distribution is sent to travel agents, tour operators and group travel leaders.  5% is sent to other hospitality & travel industry professionals and Business Travelers BLACK MEETINGS AND TOURISM EDITORIAL FOCUS

22 Expo & Trade Show Component


24 INTERNAL WEBSITES  Dedicated Information & Marketing Websites National Black Tourism Visitor Bureau Website WWW.NATLBLACKTOURISM.COMWWW.NATLBLACKTOURISM.COM  This site addresses the National program with a Mission that encompasses the targeted visitor base. The site is prominently promoted among regional and national tourism programs. The NBTB operates a program of technology and technical assistance which integrates design and distribution of marketing and promotional collateral materials (e-Brochures, e-Guides) and utilizes leading-edge delivery methods. Site Developed and Hosted On Impact Websystems! Gulf Coast African American Visitor Bureau Website – WWW.GCAAVB.COMWWW.GCAAVB.COM  Operates as a well established information resource along the Florida and US Gulf Coast. A forerunner in dissemination of Black cultural/heritage related information. A member of the Southeast Tourism Society. Site Developed and Hosted on Impact Websystems!


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