For decades, Dana Owens—better known as the award-winning rapper, actress, and producer Queen Latifah—has worn her Newark, New Jersey, roots as a badge of honor. In a powerful move that goes far beyond simple philanthropy, Latifah returned to the streets she grew up on to directly tackle the city’s urgent housing crisis, investing millions of dollars to spearhead the development of the RISE Living complex. This commitment to revitalization sees her not just donating, but actively co-presiding over a real estate venture that provides desperately needed affordable housing units.
Investing in the Community
Queen Latifah, as co-president of her company BlueSugar Corporation, partnered with GonSosa Development and Life Assets Development to bring the vision to life. The project was initially announced publicly in 2016, with the official groundbreaking ceremony taking place in April 2022.
The development figures underscore the scale and intentional mixed-income structure of the project:
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Total Project Cost: The complex was valued at approximately $14 million.
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Total Units: The final plan encompasses a 76-unit mixed-use project.
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Affordable Housing Data: Critically, 16 units are designated as affordable housing for low-income residents, typically those earning less than 80% of the area’s median income. The remainder are market-rate townhomes.
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Community Space: The complex also includes nearly 1,900 square feet of commercial space specifically designated for use by non-profit community organizations.
The name itself, RISE Living, carries deep personal resonance, serving as an acronym for “Rita Is Still Everywhere,” a moving tribute to Queen Latifah’s late mother, Rita Owens, a former Newark schoolteacher.
The Urgent Need for Housing Equity
The initiative is a direct response to Newark’s dire housing statistics. According to a 2021 study by the Rutgers Center on Law, Inequality, and Metropolitan Equity, the city needed an estimated 16,000 additional low-rent units to meet the overwhelming demand. Furthermore, the study revealed that nearly 60% of Newark renters are considered “cost-burdened,” meaning they spend more than one-third of their income on housing. By incorporating modern amenities like touchless entry, electric vehicle charging stations, and fitness facilities into the affordable housing units, Latifah is ensuring that low-income residents receive quality, dignified housing, not just basic shelter.
A Promise to the Hometown
At the groundbreaking ceremony on Springfield Avenue, located near where she spent her youth, Latifah articulated the personal motivation behind the massive investment. “I’m proud to be from here,” she declared. “I grew up around here playing in West Side Park, a block away… I saw what was needed on this block, houses that weren’t lived in. Some were really dilapidated, and so I thought, ‘Why not here?’” This deliberate return to her roots, turning dilapidated properties into a thriving, mixed-income community hub, ensures Queen Latifah’s legacy is built not only on records sold or roles played, but on the tangible foundation of housing and hope for the next generation of Newark residents.