As Juneteenth approaches, the question becomes how to observe it

Juneteenth ― in some form — has been observed for more than 150 years in remembrance of the June 19, 1865 date when Union soldiers arrived in Galveston, Texas, with General Orders No. 3 and the strength to enforce it. “The people of Texas are informed that, in accordance with a proclamation from the executive of the United States, all slaves are free.”

Over time, it became an annual commemoration of the end of slavery throughout the country.

Credit: Triphenya Bailey

Credit: Triphenya Bailey

Earlier this year, Gov. Brian Kemp signed legislation that makes Juneteenth an official state holiday, following the lead of the federal government, which last year designated it a holiday.

But, even as Georgians take time off Monday to mark the day, Bailey’s concerns continue to resonate. The country is still learning how to navigate a new holiday built on one of America’s greatest sins.

Many feel strongly that it should be a day of solemn reflection, not just another day off, or an occasion for stores to peddle merchandise.

Last month, social media activists, particularly Black Twitter, railed against Walmart for releasing a Juneteenth-themed ice cream, which was eventually pulled because of the insensitivity of the product. But, days later, the Children’s Museum of Indianapolis was promoting a “Juneteenth watermelon salad” on its menu.

Critics say both were signs that Juneteenth already could be heading down a path of overcommercialization, straying from its noble aim.

It’s a concern that one of Atlanta’s most famous families can understand.

Credit: AJC

Credit: AJC

A day of service

The last federal holiday established was Martin Luther King Jr. Day in 1983.

Mostly through the efforts of King’s widow, Coretta Scott King, President Ronald Reagan signed a bill into law establishing the King holiday, which was observed for the first time on January 20, 1986.

Using the tagline “A day on, not a day off,” organizers of the King Holiday have insisted for the last 36 years that people observe the holiday by doing public service like volunteering and mentoring.

Credit: Steve Schaefer for The Atlanta Journal-Constitution

Credit: Steve Schaefer for The Atlanta Journal-Constitution

“It is everything that Mrs. King fought for with the establishing of the holiday. She wanted it to be a day of service,” said Eric Tidwell, managing director and general counsel of the King Estate. “That service component was everything to her. A day to remember and reflect, but also to continue the work.”

Loosely recognized as the oldest Black holiday in America, Juneteeth was first observed on June 19, 1866. That was exactly a year after the Union soldiers arrived in Galveston.

The day was observed sporadically in different places around the country. But in 2021, President Joe Biden signed a law establishing Juneteenth as a federal holiday.

In Georgia, Kemp asked state Rep. Calvin Smyre, D-Columbus, to carry the legislation as a way to honor the veteran lawmaker, who recently retired after serving 48 years in the state House. The longest-serving member of the Legislature, Smyre also sponsored the legislation that established Martin Luther King Jr. Day as a state holiday.

Private-sector businesses generally aren’t required to give workers paid time off for holidays.

Credit: TNS

Credit: TNS

While the Juneteenth legislation was enacted quickly, it took close to two decades for King Day to become an official holiday. Shortly after King’s 1968 assassination, Congressman John Conyers and Sen. Edward Brooke introduced a bill to make King’s birthday a national holiday — the first time the honor would have been bestowed on a non-elected official.

But it wasn’t until 1999 that all 50 states adopted the holiday.

“We are proud that the holiday is celebrated en masse across the globe, all of these years post-assassination,” said Tidwell. “We want to make sure that this holiday recognizes his sacrifice.”

The King family — particularly through the King Estate and the King Center — has been fiercely protective of King’s legacy, likeness and image as the holiday is observed.

Unlike other days that have been corrupted by commercialism, like Memorial Day and Veterans Day, there are no mattress sales, or used car blow-out sales directly related to Martin Luther King Jr. Day.

In 2014, Hennessy V.S, a premium cognac brand, faced severe public backlash when it offered a selection of mixed drink recipes that, “MLK Jr. Would Be Proud Of.” The company quickly removed the ads and apologized.

A call to action

Tidwell and others are hoping that Juneteenth can follow a similar path.

Throughout metro Atlanta, communities, organizations and even the Trap Music Museum have planned a host of activities ranging from special picture book reading for children, a processional with African drummers, an appearance by the Black Buffalo Soldiers in uniforms along with their horses, and opportunities for Black-owned businesses to showcase their wares.

“People should celebrate Juneteenth and have those marches and programs. But, in conjunction with those things, there should be a focus on what is confronting us now,” said Clarissa Myrick Harris, the chair of Morehouse’s humanities division and professor of Africana studies.

That includes gun violence, voter suppression and health and educational disparities, she said.

The local NAACP branch has organized a Saturday Juneteenth parade in the City of East Point. The parade’s focus will be on the importance of voting and service.

Juneteenth is a call to action, said Richard Rose, president of the Atlanta Branch of the NAACP. While the day should be celebrated, said Rose, events need to recognize the context of Juneteenth’s history “to push forward on the complete recognition of African descendants as full citizens of America, because we are not there yet.”

Credit: Branden Camp

Credit: Branden Camp

”Part of celebrating Juneteenth is recognizing that we have a long way to go to be a free and unifying America in regards to race,” Rose said.

Tidwell, of the King Estate, said he thinks of Juneteenth as a one-day extension of Black History Month, a day of reflection similar to Memorial Day and Veterans Day.

“We have to figure out a way to tell our own narrative,” Tidwell said. “If we don’t give some meaning to that holiday, it will just be another day off and more Juneteenth ice cream. We have to, sooner rather than later, figure out a way the holiday is celebrated properly.”

Who’s working, who’s not

Last year, Juneteenth became a federal holiday. This year in Georgia, it became a state holiday. But, while many state and federal workers will have a paid day off Monday (because Juneteenth falls on Sunday), it’s a mixed bag in the private sector. Here’s a sampling of how some companies are handling the new holiday.

Chick-fil-A – Not a paid holiday, but staff members can use one of their floating holidays or other paid time off (PTO) if they choose.

Coca-Cola – Employees can use one of their “floating holidays or hours designated for volunteerism.”

Cox Enterprises – Employees may take the day using PTO.

Delta Air Lines – Employees can use floating holiday or take PTO.

Home Depot – Stores are open. But, as with all federal holidays, overtime is paid for any hours worked.

Newell Brands – Juneteenth activities planned for the day, but not a paid day off.

OFS – Employees may choose to take off Juneteenth using their PTO.

Porsche North America – Paid day off.

Southern Co. – Not a day off.

Truist – Paid day off.

UPS – Employees may use PTO for the day.

YKK America – Employees can use floating holiday or take PTO.

Compiled by staff writer Michael E. Kanell