Case Study:
YerrrSpace
🔗 www.yerrrspace.com
Timeline: July 2022 – June 30, 2026
Client: YerrrSpace Arts & Culture Initiative Project Type: Organizational Brand Development Consulting Services: Brand Marketing & Creative Producing
Brand Director & Creative Producer: Victoria Velazquez
Origin
TThe YerrrSpace Arts & Culture Initiative began with a vision from our client, ALEXIA. As an independent artist and Jersey City native, she wanted to build a hyperlocal platform where multi-disciplinary talent—including performing artists, visual creators, and local fashion or culinary entrepreneurs from Jersey City, NJ—could host community events to showcase their work and gain local visibility. Rooted in the regional slang term "yerrr"—a familiar tri-state greeting used across Jersey City—the platform was named YerrrSpace to show it was built directly by and for the local community. Recognizing the deep potential of this mission, VPM partnered with ALEXIA to transform this cultural vision into a structured arts & culture initiative that fosters community, champions small businesses, and promotes cultural pride.
The legacy of this initiative is carried directly inside its name, transforming a beloved local greeting into a clear indicator of a shared creative space. By utilizing regional tri-state slang to establish unmistakable neighborhood relevance, we aligned the project’s cultural authenticity with ALEXIA’s local artistic and civic track record to create both institutional and public trust to spark community engagement, help secure competitive municipal arts grants, and facilitate powerful partnerships.
In a region recognized as the second most diverse city in America, YerrrSpace brought together families, artists, and small business owners through a shared pride in their city’s identity and local traditions. By actively investing their purchasing power into neighborhood vendors; exchanging food, music, art, fashion, language; and sharing their spaces to the cause, the YerrrSpace community transformed free public events into vibrant engines of local economic support.
With a local greeting, YerrrSpace became the dynamic intersection of art, commerce, and community in Jersey City, NJ.
Impact & Metrics
Driven by its artist-entrepreneur collaboration model, hyperlocal focus, and cultural pride, YerrrSpace developed community and cultural programming that uplifted homegrown talent, strengthened local economic pathways, and deepened neighborhood connections. This core framework successfully secured nearly $50,000 in municipal grant funding, facilitated creative collaborations with over 100 artists and local businesses, and established vital arts-civic partnerships with key local organizations—including the Jersey City Economic Development Corporation, the Jackson Hill Pop-Up, and the Mary McLeod Bethune Life Center.
Financial & Operational Growth
$49,293
Raised in Combined Program Funding
$2,136
Raised in Individual Donations
34
Free-to-Public & Vendor Programs Developed
Strategic Institutional Alliances
4
Municipal Grants Secured
1
Paid Partnership Secured
3
Artistic Program Partnerships Secured
Community Advocacy & Influence
64
Local Artists Retained
5
Community Outreach Initiatives
Audience Reach & Media Footprint
140
Organic SMS Subscribers
654
Cumulative Program Attendance
49
Community Engagement Collaborations
2
Local Press Features