Dallas Bar Association

In late 2020 in a competitive bid, Content Pilot won the opportunity to work with the Dallas Bar Association on the renaming of its headquarters, the Belo Mansion. Named after A.H. Belo who served as a confederate colonel from 1861-1865, Dallas Bar leaders were increasingly concerned that this beloved building and prominent wedding, meeting and reception venue had confederate ties.

Dallas Bar Association is one of the largest and most diverse lawyer metropolitan bars in the U.S. with nearly 12,000 members. It is highly unusual for a bar association to own its meeting space. In a bold, visionary move in 1977, the Dallas Bar purchased and renovated the Mansion in part so its growing membership could have access to the highest quality free CLE programs. In another bold move in the early 2000s, bar leaders led a major multi-million-dollar expansion in designing and building the 20,000 square-foot “Pavilion,” another world-class event space.

Content Pilot was hired to consult on the highly sensitive nature of whether and how to change the name away from “Belo.” A “renaming committee” of 23 bar leaders was formed by 2021 Bar President, Aaron Z. Tobin, and co-led by DLA Piper partner Kim J. Askew and General Counsel of GI Alliance, Cheryl Camin Murray. Also working closely with DBA Executive Director Alicia Hernandez, collectively we wisely designed a process that would both educate members and guide thoughtful decision-making. Content Pilot CEO and Strategy Architect Deborah McMurray worked carefully with these bar leaders to ensure the most thoughtful outcome. As past-President Paul K. Stafford said, “This was a seminal moment in the history of our bar association and our legal community.”

DBA President, Aaron Tobin said, “Deborah and her team at Content Pilot  were the perfect partners to provide the DBA with strategic guidance on this important initiative.  Deborah has been a mainstay in the Dallas legal community for decades. Based on past experience, we  knew we could trust her team to help develop a name and a brand that is forward looking. Content Pilot and Deborah absolutely delivered.”

The new name, “Arts District Mansion” with the tagline “Home of the Dallas Bar Association” anchors the Mansion solidly in the heart of the hottest trending area in downtown Dallas.

Here is a link to the full release: https://www.dallasbar.org/docDownload/1799456