The American Sunshine Movement

Ross Berry
12 minutes ago
6 min read

The Sunshine Report – What It Is, How It Came into Being…

Karen and Jay share thoughts on the founding, the purpose and the positive, exciting future of the American Sunshine Movement!

Each week we share the Sunshine Report. It comes out on Friday. Filled with positive energy, optimism and a ‘can do’ spirit. Hopefully an uplifting interlude to brighten your day – and put a happy exclamation point at the end of your week. But what’s it all about? How did it come into being? And how is it tied to a larger purpose?

Well, the answer lies in an interesting development that in a way started seven years ago. But in another way, harkens back to an earlier time in our country. You see, I grew up in Newport, New Hampshire. A small town, not unlike the thousands of other towns across our country where families thrived, small businesses populated the main street, kids could play safely in neighborhoods, and towns came together to celebrate successes as well as to help each other out in moments of need. A true community spirit permeated throughout, and there was a sense of well-being and intergenerational progress.

Then something happened. Factories started closing down or moving away. Shopping malls and then Amazon and the internet began to erode the bustling shops on the main street. As jobs disappeared and the economy cycled downward in these towns, a sense of hopelessness filled the air. And that’s where opioids and substance abuse crept in – only making the situation even worse. Since the 1970’s, there seemed to be a continuous slide in the wrong direction. This was true for my hometown – as well as small towns and communities all throughout America.

So, it was in 2018 that my wife Karen and I decided to try to change all this – starting in my hometown. The idea just came over us while driving down the main street in my hometown – feeling a sense of mission. An optimism and a belief – actually a ‘faith’ and a ‘can do’ spirit – that Newport, New Hampshire could achieve a glorious comeback. So, right then and there – we started. We founded what we called the ‘Sunshine Initiative’ – totally dedicated to the revitalization of Newport.

Well, here it is seven years later, and it has SUCCEEDED! Way beyond our dreams and aspirations. The town of Newport has been reborn – all driven by the efforts of an optimistic, hard-working community. Jobs are back, there is a beautiful new community center in place, housing coming online – a refurbished opera house, a dog park and so much more. But, most of all – a positive spirit and a true sense that all is possible!

And it was in this way that the Sunshine Report was also born. When the Sunshine Initiative was just starting out, we began this weekly newsletter. It was meant primarily as update or report on the progress of our revitalization efforts. Over time it has developed into much more than that. Really a means of communicating the power of positive energy. As we now take the lessons learned in Newport and began sharing them in a systematic way with small towns and communities across America, the Sunshine Report will continue to be key part of our efforts in transforming our great country – with the goal of helping every individual to have the opportunity to fulfill their full potential. We invite you to join us in our efforts – in so doing, continue to enjoy the positive spirit of the Sunshine Report!

The American Sunshine Movement - What It Is, Why It Matters, and Where It’s Headed

Across the United States, small towns have been quietly struggling. The factories closed. The jobs left. And with them, a sense of pride, purpose, and possibility. It’s a slow erosion—not always visible but deeply felt. You can see it in abandoned buildings, hear it in conversations at the local diner, and feel it in the absence of hope among younger generations.

The American Sunshine Movement (ASM) exists to change that.

ASM is a national initiative that blends practical revitalization with an unwavering belief in the human spirit. This is more than economic development—it’s a philosophy of action, optimism, and community pride.

The movement starts at the grassroots. It empowers communities to fix what’s broken—physically and spiritually—by turning around schools, reviving main streets, sparking arts and culture, and most of all, by unleashing a sense of shared ownership.

The formula? A combination of:

🎯 Nuts and bolts solutions: jobs, housing, education, infrastructure, small business support
💛 Spirit-lifting initiatives: events, celebrations, murals, and storytelling
🛠️ Platform-level tools to help new towns follow the blueprint—scalable, replicable, and powerful

ASM isn't top-down. It’s people-powered. It's proving that we don’t need to wait for Washington or Wall Street to save us. We can start rebuilding America from the inside out—one small town at a time.

“We’re not waiting for permission. We’re planting sunflowers, fixing sidewalks, revitalizing old mills, and reigniting pride.”

— Jay Lucas

A Town Reborn – Newport, NH as a Beacon for What’s Possible

If you want proof that the American communities can be turned around, look no further than Newport, New Hampshire—the birthplace of the movement and a real-world case study in civic revival.

Just a few years ago, Newport faced the signs of decline: shuttered storefronts, neglected infrastructure, disengaged youth, and a vanishing sense of community. But today, thanks to a united community effort and a spark of visionary optimism, Newport has become one of the most inspiring turnarounds in the country.

Here’s what has changed with tremendous effort and a positive spirit from community members:

🏡 Infrastructure & Housing

Revitalized the abandoned Ruger Mill into 70+ beautiful, livable apartments

Launched new housing projects totaling over 150 new units across the region

Modernized streets, sidewalks, sewers, and town centers—funded through federal and local support

👩‍🏫 Education & Jobs

Introduced a new Tech and Robotics Center to the high school

Hired an Economic Development Coordinator to help students and adults pursue new career pathways

Supported over 150 new local jobs and small businesses

🎨 Culture & Community

Created a Main Street mural program celebrating Newport’s story and spirit

Beloved traditions like the Winter Carnival (the longest running in the U.S.)

Built a new $10M community center and a community dog park

Set a Guinness World Record for sunflower planting, with over 500 residents participating

Welcomed civic leaders, artists, and even Presidential candidates to town events

Newport proves that when hope is combined with hard work and heart, any town can reinvent itself.

This is not a one-off success. It’s a blueprint. And it’s only the beginning.

Project Happy – Leading the Way with Youth!

While revitalization is often associated with fixing buildings and boosting local economies, the real magic happens when the youth get involved.

Enter Project Happy—the student-powered service movement launched in New Hampshire that is now inspiring the nation.

Project Happy is not just a volunteer platform—it’s a cultural awakening. It reconnects young people to the idea that their time, energy, and voice matter. It turns passive students into active citizens, helping them grow into compassionate leaders who care about their communities.

🌱 What makes Project Happy so powerful?

Purposeful engagement – Students choose from a curated list of nonprofit service opportunities that actually interest them

Digital-first platform – With a clean mobile app, Project Happy meets students where they are

Real community impact – Students have already contributed thousands of service hours to causes like food insecurity, elder care, animal welfare, environmental clean-up, and more

Rapid growth – Successfully launched in Manchester, NH—New Hampshire’s largest school district—with plans to scale across dozens more high schools this year

The program is supported by a vibrant coalition of community leaders, schools, and nonprofit partners. It’s even earned statewide media attention:

🗞️ “Manchester’s Citywide Youth Service Movement Gaining Momentum” – Union Leader

Project Happy is proof that when you give young people a platform and a mission, they rise to the occasion.

Where We’re Headed – A National Blueprint for Revitalization

The American Sunshine Movement isn’t just a feel-good story. It’s a scalable model—backed by a national platform, a replicable roadmap, and a growing team of passionate changemakers.

Having proven what’s possible in Newport and ignited youth engagement through Project Happy, ASM is now setting its sights on positively impacting 10, 50, even 1,000 towns across the country.

Here’s how it works:

📦 The Formula

Nuts & Bolts: Fix what’s broken—housing, schools, jobs, infrastructure

Can-Do Spirit: Reignite pride with murals, festivals, storytelling, and celebration

Scalable Platform: Digital tools, AI-leveraged data, implementation guides, and media teams to support each community

🛠️ The Tools

Partnership with local community & business leaders

Community Program Managers

Curriculum & milestone tracking

National storytelling + media amplification

With your support, we’ll bring back Main Street America—not with nostalgia, but with a new kind of optimism. “This is about more than fixing old buildings. It’s about rebuilding the American spirit. We’ve seen what’s possible in Newport, and we’re just getting started.” Whether you’re a student, a business leader, a retiree, or simply someone who still believes in the American dream—you have a role to play in this movement. Together, let’s bring the sunshine back!

Learn more about the movement by watching this brief video! - https://www.youtube.com/watch?v=T-zOxrTjzR8