New York State Senator April N.M. Baskin is proud to announce the premiere of “Diamonds in the Rust: The Story of the 2023 Erie County Level Up Program” at 6 p.m. Feb. 12 at Shea’s Performing Arts Center. 

Produced by SkoVu TV and FBE Productions, the documentary tells the story of the Erie County Level Up initiative, a first-of-its-kind program developed by Senator Baskin when she was Chair of the Erie County Legislature. The initiative created new county-based wraparound services for business owners from disadvantaged backgrounds and low-income ZIP codes across Western New York.  

Level Up was created to confront the long-standing disinvestment that has held back Black and marginalized business owners for generations,” Senator Baskin said. “This program was about building real pathways to opportunity so local businesses could grow, compete, and thrive. As someone with an arts background, I believe deeply in the power of storytelling. This documentary captures not only the challenges our communities face, but their resilience as well.

The Level Up program was an economic response to the tragic May 14, 2022 mass shooting at Tops grocery store on Jefferson Avenue. It was born out of the Community Benefits Agreement that Senator Baskin, as Chair of the Legislature, negotiated in 2023 with the Buffalo Bills for the team’s new stadium. That agreement included a $100 million investment to support marginalized business owners and community development. The Level Up initiative helped business owners scale their businesses so they could be ready to take advantage of those contract opportunities and access new markets. 

The program engaged with more than 100 businesses, many of which developed relationships with the Buffalo Bills and Buffalo Sabres organizations through events like Taste of Diversity and Diversity Shop. The Level Up pilot generated $1 million in corporate micro-contract revenue to Buffalo-based marginalized businesses. Many of the small businesses continued their partnerships with the corporations. 

Businesses featured in the documentary include Sadie’s Foods, Nikki’s Chocolates, Golden Cup Coffee, What’s Pop-In Gourmet Popcorn, Mingo Imports, and Crenshaw’s Chicken and Waffles, among others. 

“Diamonds in the Rust” also chronicles the history of Black entrepreneurship in Buffalo and examines the decades of systemic disinvestment, disparities between Black- and white-owned businesses, and the resulting racial wealth gap. The once-vibrant Back retail districts that served as centers of commerce and community are highlighted alongside the work being done to rebuild an equitable, lasting economic ecosystem. 

Following the documentary will be a panel discussion, led by Christian Jonhson, CEO of Beautiful Brains. Panelists include:

• Senator Baskin 
• Phil Davis Sr., co-founder of SkoVu TV
• Paulette D. Harris, co-owner of FBE Productions and founder of 716 Artists LLC 
• Doug Ruffin, owner of Urban Legacy Filmworks and content curator of The Buffalo History Channel
• Jamil Crews, owner and Chief Brand Officer of Crews Control Media 
• Pastor George Nicholas, CEO of Buffalo Center for Health Equity
• John Stover Jr., co-owner of FBE Productions 

The documentary premiere is free and open to the public. Those interested in attending should RSVP at Eventbrite. Doors open to the public at 5 p.m.

It was an honor helping tell this story through film as it highlighted how important it is to have stakeholders in the community advocate on behalf of businesses in their community, said Phil Davis Sr., who is the director and editor of the documentary. 

Senator April N. M. Baskin has consistently rooted her public service in expanding equitable access and opportunities for all, especially for residents from historically under-resourced socio-economic backgrounds,” added Paulette D. Harris, an assistant director of the film. “Having known her prior to her political career, it is clear that she remains the same dedicated and principled advocate - now with greater influence and resources to positively impact even more people. Our team deeply appreciated the experience as filmmakers on this documentary; her belief in our vision and trust in our storytelling made the work both meaningful and impactful.

As a business owner, initiatives like the Level Up Initiative are not just helpful, they’re necessary,” stated Jamil Crews, one of the producers of the documentary. “Too many entrepreneurs have the talent, the ideas, and the drive, but lack access to the tools, capital, and relationships needed to truly scale. What Senator April Baskin has created is a real bridge between potential and opportunity. Being part of Level Up reaffirmed my belief that when government, business, and community align, real progress happens.

When large public investments are made in projects like the Bills stadium, it is essential that individuals from marginalized communities have equal access to capture the economic benefits,” said Pastor George Nicholas, who is featured in the film. “Community Benefits Agreements are an important tool in that process. I am grateful for Senator Baskin's visionary and uncompromising leadership on this project. A lot of work still remains, however the Senator has built a good foundation for business and economic growth as a result of nearly $1 billion public investment.

The Buffalo History Channel is proud to serve as a co-producer of ‘Diamonds in the Rust,’” Doug Ruffin added. Working to tell Buffalo stories has always been part of my mission and the story of the entrepreneurs in the Level Up Program provides a look to Buffalo’s future.

They told us this place was rusted beyond repair. But they forgot ‒ pressure still makes diamonds,” said Christian Johnson, who is featured in the film. “‘Diamonds in the Rust’ is about what happens when opportunity meets resilience. It was my pleasure to work so closely with now Senator Baskin and be a part of the Level Up program, where action replaced words, and revenue replaced certificates. The Level Up program set the standard of what can be done and what big opportunities could look like to small businesses when contracts were right sized to meet capacity!

We are honored to provide a stage for this documentary screening and grateful to Senator Baskin for her forward-thinking leadership in championing entrepreneurship and opportunity," said Brian Higgins, President & CEO of Shea's Performing Arts Center. "At its heart, theatre is about giving voice to stories that deserve to be heard.  I commend all of the project partners for putting a spotlight on lived experiences and sparking dialogue toward the goal of moving our community forward.

##