It’s Comeback Season: Morris Brown College’s Digital Hospitality Program

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Morris Brown College (MBC) in Atlanta was founded in 1881 by the African Methodist Episcopal Church and is chartered by the State of Georgia as a private, coeducational, liberal artscollege. The mission of MBC is to provide educational opportunities in a positive and nurturing environment that will enable its students to become fully functional persons in the global society.

In 2024, a $3 million grant from the Arthur M. Blank Family Foundation supported the establishment of MBC’s digital hospitality certificate program. The one-year program, which includes a partnership with Hilton Hotels, will complete its first year of students in May 2025.

The foundation grant also supported the launch of an advertising campaign to bring attention to the MBC hospitality management program. The campaign follows the school’s resurgence after it regained accreditation in 2022, when it made history as the first of the nation’s Historically Black Colleges and Universities (HBCU) to regain accredited status after a nearly 20-year hiatus. 

The MBC “It’s Comeback Season” marketing campaign promotes the hospitality management program through digital billboard displays and public transportation signage. In addition, MBC has plans for broadcast advertising and social media promotion.  

We recently connected with Dr. Kevin James, President of MBC, to learn more about the institution’s past, present and future.

Q: MBC’s hospitality program dates all the way back to the 1960s. How does the foundation grant align with the revitalization of the program?

A: The Arthur M. Blank Family Foundation has absolutely transformed MBC with this $3 million grant. It is really helping us to rebuild our hospitality program. The program dates back to 1965, and we are unique because we are the only HBCU in Georgia that offers a degree in hospitality management, along with certification. We have both a one-year fast track and a four-year track. The foundation supported us financially for the digitalization of our program, including marketing and building the certificate program. We are very excited and grateful for the support.

Q: What does the “It’s Comeback Season” campaign represent for MBC, and how does it reflect the institution’s resilience and vision for the future?

A: MBC is a unique institution because we are the only HBCU in Georgia founded, funded, owned and operated by Black people. Former slaves started this school. When you talk about perseverance and resilience, MBC exemplifies these qualities. With our accreditation back, federal financial aid restored, and student services rebuilt, we are focused on scaling our academic programs, growing our enrollment and providing phenomenal academic programming. Our affordable tuition allows students to have access and opportunity. The comeback is about showing everyone who thought MBC was dead and gone that we are back. We are proud to have a major marketing campaign that showcases our resilience.

Q: What impact do you foresee this marketing strategy having on the school’s brand and community engagement?

A: This campaign shows people that MBC is back for real. Seeing us around town, on MARTA stations, buses, the airport and more, brings home that we have major community support. Organizations like the Arthur M. Blank Family Foundation, Chick-fil-A, Home Depot, Wells Fargo and McDonald’s are supporting us. This comeback speaks to our time to shine and promote our school. It has positively affected our brand recognition, enrollment growth and philanthropic support. We are also actively engaging with communities, growing partnerships and enrolling students from the Westside of Atlanta in our one-year certificate program in hospitality.

Q: Is the collaboration with Hilton Hotels still ongoing?

A: Yes, we are now working with the Hilton Signia across the street from Mercedes-Benz Stadium. Some of our students are already interning and working there. We have a strong relationship with their HR team, and we are scaling our hospitality management program with their support.

Q: This is the first year of the digital hospitality certificate program. What benefits have you seen from the students in this program?

A: The major benefit is that students can access a fast-tracked one-year program and go straight to work. Even technical colleges require two years, but our accelerated one-year program allows students to enter the workforce quickly.

Q: What would you say to rural students who can’t come to Atlanta but want to do this program?

A: Thanks to the foundation’s grant, we have digitized our program. Rural students can attend fully online with both synchronous and asynchronous models, completing the program in a year without leaving their homes.

Q: What would you say to the broader community, including corporations, funders, foundations and individuals that support MBC’s mission?

A: We are working to grow our fiscal stability. Although we are accredited and have grown from 20 to 440 students, we are just getting started. MBC is a great place to invest financially, with a phenomenal leadership team and processes in place. Our goal is for students to graduate with little to no debt. Financial support is life-changing and ensures we remain stable.

Q: Can you share any insights into the future of the hospitality program and the college in general?

A: MBC is now reset and focused on scaling our institution through the resurgence. We aim to scale our academic profile, grow our enrollment from 400 to 800 students over the next five years, ensure strong governance and maintain fiscal stability and accreditation.

Aligning with the foundation’s Youth Development portfolio, this grant has helped MBC reach more students inside and outside of metro Atlanta. By contributing to employer-focused efforts like the MBC hospitality program, the foundation is helping young people in Georgia grow their economic mobility. For more information about Morris Brown’s hospitality program, please visit morrisbrown.edu/degree-programs.