Baton Rouge is not just where I live; it is where I believe, belong, and become! And that is why I love it here.

Viveca Latham Johnson, CEO & Clinical Director of Forward Moving Counseling & Consulting Services, The Inspirational Curator
Viveca Latham Johnson, CEO & Clinical Director of Forward Moving Counseling & Consulting Services, The Inspirational Curator

I'm originally from the river town of Natchez, Mississippi, located near the state line of both Mississippi and Louisiana. In 2016, I moved to Baton Rouge, eager to start a new chapter in my life. Little did I know that just two months later, I would witness one of the most devastating events in the city’s history—the Great Flood of 2016. It was in this moment of crisis that I immediately experienced the resilience, strength, and love of this beautiful city. As neighborhoods filled with water and homes were lost, Baton Rouge showed me it’s true character. People came together like family, opening their doors, sharing meals, and lending a hand to their neighbors and even complete strangers.

Not originally from here, the outpouring of generosity, determination, and community spirit was unlike anything I had ever seen. Even in hardship, Baton Rouge stood tall, proving that it is not just a place—it is a people, a force of strength and compassion that refuses to be broken.

One of the most remarkable aspects of Baton Rouge is its sense of community. This is not a city where people simply coexist—it is a place where neighbors become friends, and friends become family.

Baton Rouge is steeped in history, from its indigenous roots to its French, Spanish, and Creole influences. These diverse backgrounds have shaped a city that embraces its past while forging ahead with resilience and innovation for generations to come. You can identify the pride we have for our city in its diverse cuisine, music, festivals, and of course the Saturday night sounds of the Southern University Human Jukebox and the buoyant cheers from over 100k fans in Tiger Stadium cheering on the LSU Tigers.  

Part of Something Bigger

Whether it’s through cultural celebrations, sporting events, or local gatherings, there are countless opportunities to connect with others and become part of something bigger than oneself. One of the things I love most about Baton Rouge is the value it places on service and giving back. Community involvement is not just encouraged; it is a way of life. Service has always been a part of my life so finding a city that embraces service was important. There are numerous opportunities to make a difference, whether through nonprofit organizations, faith-based groups, or civic engagement. My own journey in Baton Rouge has been deeply enriched by my involvement with the Junior League of Baton Rouge.  

Junior League of Baton Rouge provides women with an opportunity to serve the community while developing leadership skills and forging lifelong friendships. Through my time as a member of the Junior League of Baton Rouge, I have seen firsthand the impact that dedicated individuals can have on a city. The League’s commitment to education, community development, and support for underserved populations embodies the spirit of Baton Rouge—one of generosity, resilience, and empowerment.

Beyond the League, there are countless other ways to get involved, from mentoring programs to local food banks to local advocacy groups. No matter your passion, Baton Rouge offers a space where you can serve, lead, and create positive change.

For me, faith has played a major role in shaping my love for Baton Rouge. As a pastor’s kid and growing up in the church, my second family has always been my church family. After serving in this city for seven years, my husband and I planted Kingdom Well Church in 2023. It has been a cornerstone of my journey, providing not just a place of worship but a true spiritual home. The church is a source of encouragement, growth, and community—a place where faith and action come together to uplift individuals and families alike. Our vision is to Believe in God, Belong to a community, and Become what God has purposed for you. Our ministry connects faith and service together.  

Every fourth Sunday, we go outside of the church into our community and serve. We have served the homeless meals, provided food and household items to underserved neighborhoods, provided school supplies, and partnered with other community organizations to make a difference in lives of those that are in need.

Faith-based communities like our ministry make Baton Rouge a city of compassion, where people care for one another and work together to build a better future. Whether through church outreach programs, prayer groups, or community service initiatives, faith is a unifying force that brings people together in meaningful ways.

A City That Feels Like Home

Baton Rouge is a city where connections truly matter. It’s a place where you can walk into a coffee shop such as City Roots Coffee and be greeted by a familiar face, or where a local businesses owner remembers your name such as Mrs. Stephanie at Zeeland Market that serves the best fried chicken on Wednesdays. It’s a place where you can forge lifelong friendships over shared experiences and great food. The warmth and hospitality of the people make this city feel like home, no matter where you come from.

I love Baton Rouge because it is more than just a city—it is a community of people who care, who serve, and who support one another. From its culture to its vibrant opportunities for connection and growth, Baton Rouge offers a sense of belonging that is both unique and invaluable. I have found my purpose and my people. This city has given me the tools to lead, the space to grow, and the friendships that make every challenge worthwhile.

Baton Rouge is not just where I live; it is where I Believe, Belong, and Become!! And that is why I love it here.

Baton Rouge is not just where I live; it is where I believe, belong, and become! And that is why I love it here.

Read Viveca 's Story
Viveca Latham Johnson, CEO & Clinical Director of Forward Moving Counseling & Consulting Services, The Inspirational Curator

Building a business in the Baton Rouge Area is a rewarding experience. The city and all its surrounding areas are beaming with fun, creativity, and always so welcoming of new businesses.

Read Megan 's Story
Megan Goudeau, Business Owner, JM Boutique

I have found that the region's unique strength lies in its community of creatives, changemakers, and advocates all wanting to build a better way of life.

Read Josef's Story
Josef Ventulan, Attorney at the Louisiana State Law Institute, Legal Eagle

There’s something magnetic about Baton Rouge—a perfect mix of Southern charm and creative energy that makes it an ideal place to live and grow.

Read Melissa's Story
Melissa Thompson, Partner at Success Labs, Connection Curator

You are who you surround yourself with. BTR offers world class talent, community, experiences, and fellowship you can’t find elsewhere.

Read Seth's Story
Seth Irby, Chief Strategy Officer at LWCC, Serial Entertainer/Host/Storyteller

The pace of life felt less hectic, and I immediately felt comfortable.

Read Sarah's Story
Sarah Joy Hays, Owner/Chief Kitchen Officer at CounterspaceBR, Caffeine Enthusiast

Because of the many opportunities in Baton Rouge, from innovative business models to the metropolitan area's growth, this is a perfect landing spot for entrepreneurs.

Read Chris's Story
Chris Hilliard, Co-Founder/CEO of Suds Laundry Services, Laundry Folding Expert

It’s common to make some great business deals during the week, then get invited to that client’s family BBQ or crawfish boil that very weekend.

Read Ben's Story
Ben Marcel, CEO of Torapath Technologies, Owner of LA Threaux and Code Ninjas, Technology Integrator

Baton Rouge stands distinct, offering a rich, dynamic way of life that continually captivates my heart.

Read Sinella's Story
Dr. Sinella Aghasi, Executive Director at Louisiana Old Governor's Mansion, Music Maven

BTR Things Are Coming in 2025.

Better in BTR is a multi-media marketing campaign and website designed to celebrate and retain the incredible talent already thriving in Louisiana’s Capital Region. By showcasing why this is the best place to grow both professionally and personally, we’re fostering pride in our community and solidifying Baton Rouge as a place to stay and succeed.

Get involved and help us keep Baton Rouge moving forward.

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