You might’ve noticed our new billboards popping up around the city. They feature real Memphians who are bringing their souls to what they love every day.

Take Sheila Guerrero, for example. One of our Next Century Memphians, she is passionate about Memphis, Soul, and how both inspire her every day. “Memphis brings the best out of me even during the hard times when I feel I’m inadequate. Soul led and was the soundtrack to the civil rights era. It makes me proud to know that’s a part of my heritage.”You can find Sheila bringing her soul on a billboard on Summer Avenue, with one definition of this powerful word: Soul is sacred.

Sheila says, “I feel that Soul started here. Soul is Memphis.”You can expect to see more billboards around the city sharing what soul means to Memphians – they’re popping up in a neighborhood near you as we speak! Keep an eye out for the many ways we define our soul and then let us hear your take.

What does soul mean to you? Tell us @wearememphistn and don’t forget to #BringYourSoul!

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