Goodwill Industries and the Renewal of New Orleans East

New Orleans East stands as a testament to resilience and hope, yet the impact of Hurricanes Katrina and Ida linger. The community continues to grapple with persistent challenges such as limited access to jobs and training, as well as affordable retail and community services.

Amid these challenges, momentum for change is building. New community development and housing efforts are taking root, and the need for meaningful investment has never been more clear. That’s why Capital One, with a longstanding commitment to New Orleans, has deepened its investment in the people and organizations determined to create lasting opportunities in New Orleans East.

In April 2025, Capital One proudly participated in a series of community development events in New Orleans, standing alongside local leaders and partners to reaffirm our dedication to the city’s future. Our belief in New Orleans runs deep, reflected in our support for more than 30 local organizations–including the Urban League, Second Harvest, United Way and our ongoing collaboration with Goodwill Industries of Southeastern Louisiana.

Since 1947, Goodwill Industries of Southeastern Louisiana has served 23 parishes, breaking down barriers to employment and helping thousands of individuals build better lives. The organization’s mission–to empower people facing employment obstacles–resonates powerfully in New Orleans East, where there is an urgent need of revitalization.

Capital One’s partnership with Goodwill Industries has spanned years, marked by shared values and a commitment to transformative community projects. Recently, Capital One played a pivotal role as federal investor and Community Development Entity (CDE) for the Goodwill East New Markets Tax Credit (NMTC) project, a 139,000 square foot multi-faceted community facility.

The Goodwill East project reimagined what’s possible for this neighborhood. What was once a vacant Lowe’s store is now a vibrant hub for economic empowerment and community connection. 

The median family income where this project is located is just 51% of the area benchmark, with an unemployment rate of 8.3% (one and a half times the national average). The poverty rate currently sits at 26.8%.

 

“Goodwill East is a model for what’s possible when we combine vision, partnership, and innovative financing. This is what sustainable revitalization looks like–and it’s only the beginning for New Orleans East.”
— Katharine Kay, Market President, Capital One New Orleans

 

At the heart of the project is a workforce training and digital literacy center, projected to reach more than 4,000 community members every year. The adjacent retail and outlet stores offer affordable goods to an estimated 75,000 local customers annually, while the warehouse and recycling operations process over 5,000 tons of goods each year–diverting waste from landfills and creating jobs in the process.

Goodwill East also houses 20,000 square feet of free office space for local nonprofits, giving more than 30 partner organizations a home base to collaborate and expand services. In total, the project has created or retained 82 full-time-equivalent jobs, all accessible to neighborhood residents.

 

“Our training center has already helped thousands of New Orleanians gain the skills and support they need to pursue new careers. We’re seeing real momentum, and with continued support from partners like Capital One, we know that impact will only grow in the years ahead.”
— Ken Jones, vice president of community relations and public affairs, Goodwill Industries of Southeastern Louisiana

 

The impact of Goodwill East goes beyond numbers. For the families of New Orleans East, it delivers jobs, skills training, affordable goods, and a central space for the community to come together. Representing more than a building, this project is a catalyst for further investment in the future of the New Orleans East community.

None of this would have been possible without the New Markets Tax Credit program, which bridges the gap between community vision and the capital required to make it real. Capital One’s NMTC investment illustrates our commitment to transformative, community-led projects that drive balanced growth.

 

“The Goodwill East partnership exemplifies what’s possible when we come together to invest in the future of our communities. Leveraging New Markets Tax Credits, Goodwill East stands as a testament to how creative financing can drive meaningful and lasting change.”
— John Chamberlain, managing director, tax credit finance, Capital One

 

With projects like Goodwill East, Capital One continues to invest in the people, organizations, and neighborhoods that make New Orleans unique. As the community looks forward, Goodwill East stands as a model for holistic renewal–proof that together, we can turn challenge into opportunity and build a brighter future for all.