Heart of the Community FAQ

Q: What is Heart of the Community?

A: Heart of the Community is Southwest Airlines’ multi-year program dedicated to revitalizing and activating public spaces in the hearts of cities in partnership with the pioneering nonprofit organization behind Placemaking, Project for Public Spaces (PPS). Launched in 2014, the Heart of the Community program provides direct grants and technical assistance to local community partners to bring new life to their public spaces.

Q: What are the goals of the program?

A: Heart of the Community aims to:

  • Help communities across the country bring new life to their public spaces, transforming them into vibrant places that connect people and strengthen communities
  • Raise mainstream awareness of Placemaking as a defined social cause and a catalyst for building sustainable, healthy, inclusive, and economically viable communities
  • Encourage participation and volunteerism that benefits public spaces in local communities

Q: Why is Southwest Airlines involved in the issue of Placemaking?

A: Southwest Airlines is in the business of taking people from place and to place and believes that public places are truly the heart of the local communities where its People call home and where its Customers love to visit. Southwest Airlines is committed to connecting people and strengthening local communities through its core business, charitable giving, community outreach, and environmental initiatives.

Q: What is Placemaking?

A: Placemaking is a movement that reimagines public spaces as the heart of every community. Rooted in community-based participation, Placemaking involves the planning, design, management and programming of public spaces and capitalizes on a community’s assets and potential to create vibrant destinations—such as neighborhood gardens, community markets, and downtown squares. For more than 30 years, Placemaking has sparked social, economic, and environmental benefits in communities around the world. Additional information can be found here.

Q: Who runs Heart of the Community?

A: Heart of the Community is a Southwest Airlines program managed in partnership with nonprofit organization PPS. PPS administers the grant process for the program and provides technical assistance to local partners.

Q: How many Heart of the Community projects are selected annually?

A: While there is no set number of projects selected annually, Heart of the Community aims to support approximately three to four projects per year.

Q: What are you looking for when selecting projects and local community partners?

A: We are looking for projects that address clear needs in the local community and have the potential for catalytic impact in the project city. We are looking for partners who are committed to the Placemaking process and who demonstrate the capacity to engage their community in creating and implementing a shared vision for public spaces in their city.

Q: What organizations are eligible to apply for a Heart of the Community grant?

A: The local partner should be directly involved in management of the project site or have the capacity to collaborate with the necessary civic partners to implement the project. Applicants and potential project sites must be located in cities or metropolitan regions served by Southwest Airlines.

Q: What do Heart of the Community projects look like?

A: Heart of the Community projects are customized to meet the unique needs and desires of the local community. PPS, Southwest Airlines, and the local community partner engage the community to develop the project vision for the selected public space—such as a park, plaza, or street corner—and then design and implement physical improvements, expanded amenities, and programming. The 2013 projects in Detroit, Providence, and San Antonio provide good examples of the typical scope of a Heart of the Community project.

Q: How do I apply for a Heart of the Community grant?

A: Please send an e-mail request for application materials to HOTC@pps.org.

Q: Is there an application deadline?

A: Rolling applications for our 2015 Heart of the Community grants will be accepted through Sept. 15, 2014.  The selection of projects for 2015 begins in fourth quarter 2014.  Projects are selected and announced on an individual basis.  Communities do not need to reapply for a Heart of the Community grant each year; however, local project updates are welcome as appropriate.

Q: Who should I contact for media inquiries?

A: Please contact swamedia@wnco.com.