The Hospitality Diversity Action Council (HDAC) announced entrepreneur and community activist Jason Bass as the winner of its second annual Awards of Excellence program, which recognizes exemplary work by individuals or companies that are working to advance the industry through the promotion of diversity, inclusivity, and equity (DEI). “Jason’s passion and commitment for digging into the real and critical issues surrounding DEI are clear from the work he has done at Revival Baltimore,” says HDAC member and Denizens of Design principal Dyonne Fashina. “We are thrilled to honor him with this award.”
From organizing pop-up dining series the Night Brunch to launching marketing firm Kiss Tomorrow Hello, Bass provides platforms to spotlight local businesses and empower communities. As director of culture and impact at the Revival Baltimore hotel, Bass oversees cultural and community-focused programming by the people and for the people. Here, he shares his inspiring approach to hospitality.
How did your upbringing influence your work in community building?
When I was around 17, my mother took me and a few friends to Princeville, North Carolina to donate medical supplies, canned food, and Christmas gifts. The town was flooded on purpose by a neighboring town a year prior, and they were still in desperate need. Princeville is the oldest town in North Carolina and was founded by freed Blacks in 1865. I got an opportunity to meet the community members, see how they organized for a cause, and how it felt to do good for the right reasons.
Topside, a restaurant decked out with reclaimed brick and vintage furniture, crowns Revival Baltimore
What changes does the hospitality industry need to make?
The first thing I learned about hospitality is how it’s only hospitable to customers, and sometimes only certain customers. I believe that is changing. Additionally, the loss of talent during the pandemic is an indicator that people weren’t going to accept the status quo work experience anymore.
How can hospitality brands better and more authentically serve their communities, specifically Black communities?
The first thing we must do is agree there is a reason to be of service to communities in need and to understand that the realities most Black people face in America are based on systemic oppression. The majority of people being oppressed want to do for themselves, and they want to be understood. But that means we have to listen to them—not assume we have the answers—and work with them to provide solutions. You don’t know until you ask the community what they need.
How can hospitality companies prioritize DEI?
Have people of color in the room and give them the power to create. Value their contributions and don’t make them feel as if their ideas are risky. Change doesn’t happen overnight. Be patient. Find the money to educate employees on DEI-related topics, and make it a part of the core values of the organization.
Opened in 2018, Revival Baltimore features a design by Chris Sheffield
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