Martha’s Vineyard had long been more than a summer getaway for Black travelers. Each year, the Massachusetts island became a gathering place where culture, entrepreneurship, entertainment and community intersected.
In August, the tradition received a new addition with The Residency, a five-day cultural and social hub designed specifically with Black travelers in mind.
Launched Aug. 11 alongside the Martha’s Vineyard African American Film Festival, The Residency was created by Kellie Pean, co-founder of Brand New: A Collective, an award-winning, female-owned marketing agency known for activations connected to major events including the Super Bowl, Met Gala and U.S. Open.
The Residency was designed as what organizers described as a cultural “third space”—a place where visitors could gather, network, relax and engage without feeling the need to code-switch. Programming included curated mornings, networking opportunities, panels, wellness experiences and live performances.
For Pean, the concept was rooted in the longstanding relationship between Black travelers and Martha’s Vineyard. The island had developed a reputation as a place where Black professionals, creatives, entrepreneurs and families could connect and enjoy a sense of community.
The Residency sought to build on that legacy while creating a new platform for cultural exchange and professional opportunity.
The initiative had attracted major brand sponsors, including Diageo, Peloton, Hers, Gold Bond and Femme It Forward. Executives from participating brands and health expert Dr. Jessica Shepherd of Hers were expected to participate during the week.
One of the weekend’s featured events came from Femme It Forward, founded and led by CEO Heather Lowery. Lowery, a former vice president of Talent & Touring at Live Nation Urban, had played a role in shaping the careers of artists including Cardi B, SZA and Alicia Keys.
Femme It Forward brought its signature High Tea experience to Martha’s Vineyard for the first time on August 14 at The Harborside Inn, officially kicking off The Residency’s weekend programming.
The gathering combined entertainment, networking and mentorship, reflecting a broader shift toward travel experiences built around belonging and meaningful connections rather than simply sightseeing.
The Residency also highlighted the growing role of experiential events in creating professional opportunities. For attendees, a cultural gathering could become a place to meet potential collaborators, mentors, business partners and friends.
As Black travel continued to evolve, The Residency offered a new model for how destinations could create spaces that celebrated identity while fostering connection.
On Martha’s Vineyard, where community had long been part of the summer experience, The Residency positioned itself as the next chapter in that tradition.