Tallahassee’s bustling CollegeTown, strategically located between the campuses of Florida A&M University and Florida State University, was envisioned as a hub for collegiate dining, entertainment, game-day festivities and shopping, catering to college students, alumni and local residents.
However, a striking disparity has emerged in the representation and support for these two institutions within CollegeTown, with FSU significantly overshadowing its FAMU counterpart.
Stretching from Gaines Street to West Madison Street, one cannot help but notice the dominance of FSU’s presence in CollegeTown. FSU flags and banners proudly drape numerous light poles, and store windows are replete with FSU-inspired merchandise. Even Friday nights in CollegeTown appear to be exclusively dedicated to FSU tailgate events and entertainment.
Moreover, the retail establishments and boutiques that populate the CollegeTown area exhibit unwavering allegiance to FSU’s school spirit.
FSU-based inventory abounds, while FAMU-related items remain scarce. Even Olde Fields Clothing Co., a boutique positioned near the FAMU roundabout, boasts a vivid storefront display exclusively featuring FSU spirit-wear and accessories, completely devoid of any FAMU-themed merchandise.
Olde Fields Clothing Co., founded in 2011 by 24-year-old entrepreneur Holly Galotti, initially aimed to cater to all students and local residents, transcending the divide between FAMU and FSU. The store’s eclectic inventory includes new, vintage and custom items and clothing, as well as a diverse array of knick-knacks.
However, Ms. Galotti has encountered obstacles in her quest to provide balanced representation for both institutions. Licensing issues have constrained her ability to create custom merchandise for both FAMU and FSU, prompting her to source licensed vendors for FSU merchandise. In contrast, acquiring FAMU-themed items that align with her brand’s aesthetic has proven to be a challenge.
“We used to print all of our own merchandise for both schools, but we didn’t have a license to do it. So the schools cracked down on us for custom merchandise,” Galloti said. “We’ve been able to find a lot of licensed vendors who sell FSU merchandise, but it’s been harder to find FAMU merchandise to carry, to be honest.”
In light of the growing demand for FAMU spirit-wear, Galotti expressed her commitment to diversifying her inventory in the upcoming weeks, particularly for the remaining football season, indicating a willingness to bridge the representation gap.
Kennedy Green, a fourth-year Allied Health Science major at FAMU and an enthusiastic shopper, shared her experiences of limited shopping options in CollegeTown. While frequenting CollegeTown for leisure and shopping, Green said that she primarily resorts to the mall or Urban Outfitters, as the local boutiques have yet to cater to her preferences.
“I do feel welcomed in CollegeTown; however, I do not feel like their target audience,” Green said. “I think these stores cater more to FSU students because it is a larger university.”
Even fourth-year dance major and marketing minor at Florida State, MacKenzy T’mi, said she feels welcomed to CollegeTown as an FSU student, but she doesn’t feel like the area has many interesting shops or restaurants catered to the Black community.
“I feel that CollegeTown isn’t that inviting to the FAMU and Black community,” T’mi said. “It’s not really my crowd and it’s not that diverse. I don’t even think there are any Black-owned stores or restaurants and I think that that’s a problem.”
“The CollegeTown here is very different from the college town back home. It’s very HBCU-centered, so there’s a lot of local Black stores,” T’mi added.
While FSU’s strong presence is undeniable, fostering a more inclusive environment that equally celebrates both institutions would enhance the overall appeal and accessibility of CollegeTown to a broader spectrum of students and residents. Efforts from business owners and the community can contribute to achieving this balance, ensuring that CollegeTown truly becomes the heart of both universities’ campus life.