What comes to mind when you think of “Philadelphia”? Let’s see, America’s Birthplace, Rocky, The Philly Cheesesteak, Dilly Philly? Embraced by the citizens as the City of Brotherly love, Philadelphia is truly a unique place that represents all of these things. While that famous scene of Rocky running up the stairs to victory (cue music, thun thun thun thun) put Philadelphia on the map, there is so much more below the surface. Gay friendly, the host of America’s first zoo, a vast art culture, and a hotspot of exciting restaurants and foods to enjoy, Philadelphia has so much more to offer. There is just one person to thank for showcasing the very best of Philadelphia and that is my former boss and mentor, Jeff Guaracino. As the former President and CEO of Visit Philly, a tourism and hospitality company, focused on promoting Philadelphia, Jeff spent his life committed to elevating the city. Everything from his work, the way he lived his life, maintained his relationships, at the core, Jeff Guaracino was the Heart, and Soul of Philadelphia.
The Jeff Guaracino Origin Story
So, where does Jeff’s “origin” story begin? How does he go from an average family to accomplishing his lifelong dream of becoming President and CEO of Visit Philly? Jeff’s story is no different from yours or mine—Jeff was just an ordinary guy. Although, a native to Philadelphia, Jeff attended high school in NJ and would later attend college at Rowan University. On a relatively small campus, with relatively small classes, Jeff maximized his opportunities before entering the workforce with Visit Philly in early 2001 in a communications role. It was in his early days at Visit Philly that his love for Philadelphia would grow. Fresh, determined, and straight out of college, Jeff had a lot to prove. This is where Jeff’s journey to elevating the culture of Philadelphia began.
Pivoting Philadelphia’s Gay Culture
While working at Visit Philly, Jeff pioneered the famous slogan and marketing campaign: “Get Your History Straight and Yout Nightlife Gay”. In the early 2000s, people were not as accepting of the LGBTQ community. In fact, it wasn’t until 2003, after the landmark case, Lawrence VS. Texas, that same-sex sexual activity became legal in every state. Philadelphia, known for being the first of many things–first zoo, first bank, first hospital–was already embracing the LGBTQ community. Though, this was not something spotlighted in the national eye, but rather local to Philadelphia. Being Gay himself, Jeff recognized the Philadelphia spirit towards gays, citing that “Philadelphia was already gay friendly” and “Welcoming of everybody” (Murrell, 2019). With that in mind, Jeff decided to take a more friendly approach to encourage the rest of the world to get on board by starting right here in his own city.
The “Get Your History Straight and Your Nightlife Gay” campaign led to significant changes in the city. Following the campaign, Philadelphia (previously unranked) shot up to number 10 on Community Marketing’s “Top 10 U.S Destinations fro LGBTQ Travels” list (Middleton, 2013); Philadelphia’s Red light district (Chestnut to Pine street between 11th and Broad Street) was transformed into the “Gayborhood”(Blumgart, 2016); and Visit Philly earned a $153 return for every dollar invested into the campaign. The success of the campaign cemented Jeff as a serious contender in the Tourism and Hospitality industry, but also as an all-around-inclusive Philadelphian.
After spending nearly 11 years with Visit Philly, working his way up and navigating various leadership roles, Jeff would set his sights elsewhere: in New Jersey as the Executive Director of the Atlantic City Alliance in 2012. Although he would ultimately come back to Visit Philly as their Chief Executive Officer many years later, he understood he had to pivot. Most would consider this an awkward move, on Jeff’s part. Why leave the city and company you love behind, especially if you have aspirations of running the jawn? Well for Jeff, the only way to get there (CEO) was by building elsewhere. While in New Jersey, again, he attempted to expand New Jersey’s culture as well but faced pressing challenges. New Jersey, at the time, was less acceptable to the LGBTQ community. Standing in board rooms mostly comprised of Heterosexual, White Males, Jeff would often shrink himself to gain the respect of his adversaries–imposter syndrome at best. Though, once again, through his work, passion, and kindness he found himself slowly winning over the hearts and minds of natives in New Jersey. During his time in New Jersey, he met Kellianne Nicholas, his right-hand marketing daughter, and long-term friend. Shortly after the encounter, he was offered the opportunity to return to Philadelphia as the CEO of Welcome America by Mayor Jim Kenney. Jeff also extended the offer to Kellianne to join him back in Philly, and it was at Welcome America, where Jeff and I would work together.
A Heart shines through
Upon my first encounter with Jeff I assumed he was like most CEOs; nonchalant, forgetful of anything or anyone that isn’t larger than their ego, and always on the move. Fortunately, this was not the case. Jeff had a “spark” about him. Outwardly comedic and personable, he was widely authentic. I started interning at Welcome America as a junior in high school until I was a freshman in college. Navigating between school and two jobs to support myself, I always wanted to be a CEO and I was deeply inspired by Jeff because he was that, a CEO, a kind one at that.
Every Tuesday and Thursday during my senior year of high school I traveled to a large glass building, One Liberty Place located on Market Street. I followed the same path: up the elevator, make a right, walk straight, pass Jeff’s office, and then a left to a relatively small cubic space filled with three people and three desks. There sat: Me, Kellanne, and Amanda (in that order). Jeff would often pop out from time to time with vibrant energy to crack a joke or two. Other times, during my frequent, but very brief visits into his office, he always had some advice to give me. At the time, I really wanted to attend a school in New York that was very expensive but was fearful of the crippling debt that would haunt me after graduation. Recalling his Rowan days, he told me that it simply doesn’t matter what school you attend, what matters is what you do there and what you do after. This was pretty solid advice, to say the least.
Though, what was the most intriguing about Jeff, above all his attributes and accomplishments, was that he was extremely kind. He literally knew all of Philadelphia and for some reason, everyone he introduced me to seemed to genuinely love him—this is not the case for most successful white men. As the Welcome America Team of interns grew from just 1 little high-school senior into a full-fledged team of 10 people, Jeff took care of all of us. When he became CEO of Visit of Philly, he recruited two of the former interns to join his team, gave all of us tons of gifts, and made it known that we could always count on him if we needed to. Not only did he show his kindness with his staff, but with strangers and the city he loved, Philadelphia. Jeff, at heart, was truly a kind soul.
Jeff’s heartfelt Impact
Shockingly, at the tender age of 48, Jeff Guaracino passed on December 29th, 2021, just a few days shy of the new year. The news of his untimely passing moved the entire city of Philadelphia. Former friends, colleagues, and business leaders filled Jeff’s social networks–LinkedIn and Facebook–with heartfelt messages. Even the Mayor offered a personal sentiment about Jeff’s passing, citing: “Jeff had a deep love of his family and colleagues, and he left an indelible mark on the place he was most passionate about—his beloved Philadelphia. A fierce champion and promoter of his hometown, Jeff was also a proud advocate for the LGBTQ community. With his trademark energy, charismatic charm, and never-ending wit, he helped make Philadelphia the welcoming city and destination that it proudly is today” (Mayor). Digital tributes of Jeff took center place on jumbotrons and signs all over the city such as the Met Philly, The Fillmore, the Philadelphia Inquirer, all in harmony featuring the same statement: Jeff Guaracino, The Heart, and, Soul of Philadelphia.