A story of rejuvenating Salem
Penney for a Pulse
Stories to build community
This short-form documentary follows the vision, grit, and community spirit behind an effort to revive one of Salem’s most iconic yet forgotten buildings—the former JC Penney building. “Penney for a Pulse” explores what happens when passion meets preservation, as local creatives, entrepreneurs, and city advocates work to breathe life into a space that once defined the city’s core.
Project Goals
Highlight the historical and architectural significance of the JC Penney building in downtown Salem.
Document the challenges of adaptive reuse in historic structures.
Inspire conversation and momentum around reactivating dormant properties in the city.
Accomplishments (Despite the Sale Falling Through)
Captured public interest and reinvigorated community dialogue about Salem’s downtown potential.
Sparked cross-industry connections between real estate, media, city government, and the arts.
Documented a process that serves as a template and inspiration for future projects.
