A Tale of Two Parishes

The city of New Orleans is in Orleans Parish. For reasons that are mainly economic and infrastructure-related, Orleans and neighboring Jefferson Parish are inter-dependent. 
The two parishes are very different. The rivalry between them isn’t on the scale of the Saints and the Flacons, but it’s definitely real. If you live in Jefferson Parish, the basic perception is, “Sure, New Orleans has great restaurants and music clubs but it’s dangerous, dirty, and dysfunctional.” If you live in New Orleans, the perception is, “Sure, everything works in Jefferson Parish, but it’s sterile and soulless.”
Nothing illustrates the real-world differences between the parishes better than the business stories of this editon of Out to Lunch's two guests.
The Tale
In Jefferson Parish, the heart of the retail economy is Veterans Boulevard. There used to be a bowling alley on Veterans, called Paradise Lanes. In 1995 it was knocked down and replaced by a Barnes & Noble bookstore. The owners of the bowling alley retained a retail space in the New Barnes & Noble building. They called their new store Paradise Cafe & Gifts.
21 years later, in 2016, two of the owner’s granddaughters, sisters Jenny McGuinness and Jessica Woodward, along with their mom, Linda Dalton, transformed the store into a home accessories and gift shop, and called it Phina.
Next, they opened two more Phina stores – one on Metairie Road and another on Harrison Avenue. In 2023 they bought a company called The Basketry, that specializes in personal and corporate gift baskets. Today the combined companies have 50 employees and business is booming. 
Our story from Orleans Parish is equally successful. It’s based on a single word. A word that, if you live in Orleans Parish, has enormous practical and symbolic meaning: Potholes.
Nothing typifies the perception of the dysfunction of the city of New Orleans like the pot-holed state of our streets. In 2019, an anonymous person started an Instagram account illustrating the sorry condition of our streets. The name of the account is the sentence many New Orleanians say or think as they drive or bike around town, Look at This Effin Street. (On Instagram "effin" is the f-word. Because none of our podcasts are explicit we're sticking with "effin" to avoid the bot-police.)
The Look at This Effin’ Street Instagram account was an instant success. People started contributing photos of New Orleans streets and today the account has over 120,000 followers – including by the way, The City of New Orleans.
How do you monetize this kind of social media success? You can’t exactly sell potholes. But you can sell merch about potholes. And that’s what the anonymous founder of Look at This Effin Street did. He contracted with a local merch company, InkMule, to make stickers, baseball caps, T-shirts and other pot-hole merch.
The anonymous business-person behind this successful social-media driven venture is still anonymous. On this edition of Out to Lunch we referring to him as Effin Street.
Two Parishes
Next time you’re driving along Veterans Boulevard, Harrison Avenue, or Metairie Road, you might notice one of the three Phina stores. But you probably won’t think anything at all about the street you’re driving on.
If you keep driving east from there on surface streets, you’ll cross the parish line into Orleans Parish. At that point you may well find yourself remarking, “Look at this effin’ street.”
Jenny and Effin Street's respective experiences are model examples of the differences between Orleans and Jefferson parishes. But their histories and businesses are also representative of the synergy that exists between the two parishes and the people who live, work and play in both of them.
Out to Lunch was recorded live over lunch at Columns on St. Charles Avenue in Uptown New Orleans. You can find photos from this show by Blake Langlinais at itsneworleans.com.
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