On Wednesday, June 18, 2025, the DowntownDC Business Improvement District (BID) ushered in a vibrant new era with The RED Event—its Annual Meeting and official rebrand launch. Held atop the rooftop of The Royal Sonesta at 20 Massachusetts Avenue NW, the evening gathered Downtown leaders, partners, and community members for a celebration of transformation and forward momentum.
Dressed in bold red hues and full of energy, guests experienced more than just a brand reveal. The RED Event reflected on Downtown’s D.C. evolution while laying the foundation for a REDefined Downtown, one centered on intentionality, inclusivity, and creativity.
“Downtown D.C. is not just a destination, it is an experience. That’s our story and we’re just getting started,” said Ebony P. Walton, Director of Marketing and Communications.
The rebrand wasn’t about a logo change; it was a call to elevate the stories, spaces, and people that shape the Downtown experience. It marked a shift inviting everyone who lives, works, or plays in Downtown to serve as brand ambassadors for this next chapter.
The evening also included remarks from Deputy Mayor Nina Albert, who shared Mayor Bowser’s vision for revitalizing the city’s core. She highlighted Downtown’s cultural assets—from free museums to public events—as key ingredients for a thriving, accessible, and equitable district.
In a show of shared purpose and leadership, BID Board members and stakeholders voted to approve the FY26 Budget, renew existing terms, and welcome four new members:
- Peter Armstrong | Managing Director, The Georgetown Company
- Cory Peterson | Associate Vice President of Community Engagement & Local Government Affairs, Georgetown University
- Jimmie Drummond | Principal/Founder, Drummond Projects
- Hilary Goldfarb | Senior Managing Director, Rockefeller Group
Capping off the evening, The Voice contestant J. Paul lit up the rooftop with a soulful, high-energy performance that kept guests dancing and celebrating the evening away.
President and CEO Gerren Price closed the evening with: “The next chapter of Downtown D.C. will not be written by accident or by chance. It’ll be written by all of us.”
The story of Downtown continues and it begins with the people who shape it every day. Whether you’re here to work, stay, or play: be bold, be present, and help write what’s next.
The RED Event Highlight Reel
Check out our Facebook Photo Album to catch more of the fun!