United Way opens first Prosperity Center in St. Bernard Parish

Written By Alicia Vial

New campus expands access to financial capability resources through long-standing partnership with the St. Bernard Community Center

NEW ORLEANS – United Way of Southeast Louisiana announced Thursday the grand opening of the United Way of Southeast Louisiana Prosperity Center – St. Bernard Campus, the first one-stop financial capability center serving St. Bernard Parish.

“Families across St. Bernard are working harder than ever yet rising costs and growing economic uncertainty are leaving many feeling like they have nowhere to turn,” said Michael Williamson, UWSELA President and CEO. “United Way will always be that place. This Prosperity Center is designed to meet people where they are, help them steady their finances and support them as they work toward the stability and peace of mind every family deserves.”

The new campus, co-located within The Community Center of St. Bernard at 7143 St. Claude Ave. in Arabi, reflects UWSELA’s continued commitment to helping St. Bernard families strengthen their financial security and create more resilient futures. The opening builds on the organization’s long-standing partnership with the St. Bernard Community Center, which has been a steady resource for residents through multiple crises.

“Adding a United Way Prosperity Center to our center permanently strengthens what we’re able to offer the people we serve,” said Jamie Richardson, community center CEO and Director. “Our clients come to us looking for stability, and now they’ll have direct access to financial education, tax support and year-round resources that can help them move from crisis to confidence. This partnership brings lasting value to St. Bernard families, and we’re thrilled to see the impact it will have for years to come.”

The center will provide free, year-round financial capability services, including personalized financial coaching and education, benefits screening, free income tax assistance, incentivized savings programs, career navigation and soft skills training. These services are proven to help families increase income, strengthen credit, build savings, and move toward long-term financial independence.

“United Way has been a trusted partner through every challenge St. Bernard residents have faced from hurricanes to economic uncertainty,” said Elizabeth Ellison-Frost, Community Relations Manager at Chalmette Refining – PBF Energy and current UWSELA board chair. “What they’ve needed for a long time is easy access to expert guidance they can trust. Partnering with United Way to bring the Prosperity Center to our community creates a new path forward for families who’ve carried the weight of financial instability for far too long.”

The St. Bernard Campus joins UWSELA’s growing Prosperity Center Network, which includes two locations in Orleans Parish, the Northshore Prosperity Center in St. Tammany Parish, and the Bogalusa Campus in Washington Parish.

Poverty and financial instability remain major barriers for families across the region. In St. Bernard, 35% of households are ALICE (Asset Limited, Income Constrained, Employed), working but unable to the basic cost of living in the parish. Another 22% of households live below the federal poverty line, meaning more than half of local families experience financial hardship.

UWSELA’s Prosperity Centers use a proven one-door model to change these outcomes. Clients across the network have seen significant improvements in credit, savings, and financial security. Last year, the centers helped over 9,800 households receive over $16M in state and federal refunds through our free VITA program, assisted 117 families eliminate over $32,000 in debt through our Moving Families Forward program, and 24 households were able to purchase a home or vehicle, pay for college, or repair their home through our IDA programming – that was over $2.2M dollars in asset purchases.

To learn more about the new St. Bernard Campus, other locations across the region and how to access Prosperity Center programs, visit UnitedWaySELA.org/ProsperityCenter.  

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About United Way of Southeast Louisiana

For over 100 years, United Way of Southeast Louisiana (UWSELA) has been a leader and trusted partner in improving lives and making a lasting difference. We fight to eradicate poverty by preparing people for quality jobs, growing incomes, and affording better health and education opportunities throughout Jefferson, Orleans, Plaquemines, St. Bernard, St. Tammany, Tangipahoa, and Washington parishes. We have a bold vision of equitable communities where all individuals are healthy, educated, and financially stable – and we have a plan. United Way of Southeast Louisiana’s Blueprint for Prosperity guides all strategic investments in programs, initiatives, collaborations, volunteerism, and advocacy aimed at tackling poverty. For more information, please visit UnitedWaySELA.org. Find us on social: @UnitedWaySELA.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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