There’s no experience like an HBCU homecoming, and the annual SpelHouse event at Spelman College and Morehouse College was not one to miss!
From the beginning, historically Black colleges and universities have been known to foster creativity, unlock more profound knowledge, and provide a safe space for students who were othered because of the color of their skin. Today, that spirit remains among approximately 107 HBCUs across the nation. It’s a community that cannot be duplicated.
The significance of the HBCU homecoming
More than just a time for partying and catching up with folks you haven’t seen since college, HBCU homecomings have a way of strengthening community, preserving legacy, and showcasing Black culture and excellence like never before.
For example, many Howard University students or graduates can recall attending their first homecoming with a parent, aunt, or any family member who proudly calls the institution their alma mater. This speaks to how the event reunites generations while also building and maintaining strong bonds.
Homecomings also serve as an economic engine and an empowerment hub. Respective cities that are home to the colleges and universities that alumni, current students, and advocates descend upon see a tick in tourism, and Black-owned businesses in the area are known to see an increase in patrons.
A community affair
Since launching its endowment funds in 2021, Diageo has distributed just about half a million dollars each year, based on the interest earned in the funds. The company has also extended its endowment fund to three more schools, growing its roster to now support 28 HBCU universities and colleges. Diageo’s Learning Skills for Life program provides free hospitality education and entrepreneurial skills training to people from underrepresented communities. For those who may not have had the opportunity to go to college or for those in need of a second chance, we provide skills training that enables people to get a job.
The goal is to remain connected to the HBCUs and the alumni who consume the company’s brands, which is why the brand took it’s “Show Your HBCU Spirit” campaign back on the road, holding various events leading up to homecoming tailgates at North Carolina A&T University, which dubbed their annual event as the Greatest Homecoming On Earth (GHOE), Howard University, also known as ‘The Mecca,’ and SpelHouse, the joint celebration between Spelman College and Morehouse College.
“Homecoming at an HBCU is the epitome of our core purpose at Diageo, which is celebrating life every day, everywhere, with everyone,” Danielle Robinson, Ph.D., Head of Community Engagement & Partnerships, told Blavity in an exclusive interview.
“We look at all students,” she continued. “Getting them to understand that there is a career path and an industry that is open and, you know, looking for people that look like us,” adding, “A lot of industries are declining, but hospitality is continuing to grow, so making sure that our program is accessible and available.”
As Diageo centers its commitment to specifically HBCUs, Robinson shared a word of advice on how this cultivates Black entrepreneurs but also advances economic mobility.
“Corporations can partner with universities by helping them develop a curriculum that prepares students to enter the workforce ready to contribute in corporate environments,” she said. “Students should have access to the right tools and be exposed to the software and technology currently used in the industry. Companies can also engage by coming onto campuses, as visiting professors, and by supporting infrastructure projects that align with their business goals and the outcomes they’re trying to achieve.”