The Rise of Side Hustles in New Orleans: A Blend of Passion and Necessity

In the vibrant city of New Orleans, where creativity and resilience intertwine, the phenomenon of side hustles has become a defining characteristic of the local workforce. Jill Sanchez Lind epitomizes this trend. By day, she manages sales and marketing at Em’s clothing boutique on Metairie Road. By night, she channels her creativity into designing and selling fashion accessories, including turquoise and feather hat pins, all while balancing the demands of full-time employment, marriage, and raising her 3-year-old son. Lind’s journey reflects a broader movement in which individuals pursue secondary jobs not just for financial stability, but also to explore their passions.

A Tradition of Hard Work

“Side hustles date way back in our family,” Lind shares, attributing her entrepreneurial spirit to her mother and grandmother. This legacy of hard work has instilled in her the drive to seek creative, moneymaking ventures outside the traditional 9-to-5 framework. Side hustles serve as a means to make ends meet, indulge in personal interests, and explore entrepreneurial opportunities. According to a 2024 report by Forbes Magazine, 40% of Americans now engage in side hustles, a trend that appears to be thriving in the New Orleans metro area, despite the lack of specific local labor statistics.

The Role of Digital Platforms

The rise of the gig economy has transformed how people approach work. Coined in 2009 by journalist Tina Brown, the term describes a shift towards short-term projects and freelance work. Digital platforms like Uber, Lyft, DoorDash, Etsy, and Shopify have made it easier than ever for individuals to promote their side hustles and connect with customers. Social media platforms such as Facebook, Instagram, and TikTok further amplify these efforts, allowing workers to showcase their skills and products to a broader audience.

The rising cost of living in cities like New Orleans, where many jobs in the service and creative sectors offer relatively low pay, has fueled this trend. The COVID-19 pandemic forced many to innovate and adapt, leading to a surge in side hustles as individuals sought alternative sources of income.

A Diverse Landscape of Side Hustles

Natalie Blaustone, an adjunct teacher and Ph.D. candidate at Tulane University, has studied the local labor market for over a decade. She notes that working multiple jobs has long been a necessity for marginalized groups in New Orleans, particularly those in the service, hospitality, and entertainment industries. However, the normalization of side hustles through digital platforms has shifted the discourse around them, making them more mainstream.

“Most people I know patch together multiple jobs and work more than 40 hours a week,” Blaustone observes, highlighting the reality for many in the city.

Flexibility and Freedom

For Catherine Allen, a financially motivated single mother, side hustles provide the flexibility she needs. Balancing a full-time job at a popular Uptown restaurant with after-hours baking for a gourmet food and catering business allows her to work on her terms. “The common denominator between my auxiliary jobs is the ability to plug in when and where I am able,” she explains, contrasting this with the rigid hourly requirements of traditional employment.

Lind and her sister, Claire Sanchez Dilzell, also found creative outlets during the pandemic. They launched a tie-dye business that quickly turned profitable, and now they create whimsical floral headpieces for Mardi Gras and other events. Dilzell markets these creations through Etsy, allowing her to focus on production during slow periods in the film industry.

Finding Joy in the Hustle

For Patricia Richardson Schoenbrun, running a bed and breakfast with her husband was complemented by a side hustle as a freelance journalist. However, the stress of juggling both roles led her to dog walking for a local service. This new venture not only provides additional income but also allows her to enjoy exercise and the beauty of New Orleans. “It’s the opposite of when I was a writer,” she reflects. “It’s added years to my life.”

The Challenges of Juggling Multiple Roles

While side hustles can be rewarding, they also come with challenges. Tracee Dundas, founder and producer of New Orleans Fashion Week, balances her full-time job as a programs director for Dress for Success with her passion project. With an estimated 60 hours of work each week, she acknowledges that dual employment can blur the lines between work and personal time. “People think a side hustle is a way to be self-employed, but sometimes you are working way more than you would for a company,” she notes.

Blaustone emphasizes the importance of financial literacy and navigating the complexities of permits and licenses when pursuing multiple short-term jobs. Despite these challenges, many find that side hustles can lead to self-sufficiency and the autonomy of running one’s own business.

Building a Future

Benjamin Kast, a Marrero resident, exemplifies the entrepreneurial spirit that many side hustlers embody. After 15 years as a pipe fitter, he started a handyman business, Handyman At Your Command, with the goal of establishing two thriving companies. Kast utilizes social media to promote his services, showcasing his projects through engaging content that resonates with potential clients.

For those considering a side hustle, Dilzell offers straightforward advice: “Instagram is your friend.” Social media has become an essential tool for marketing and connecting with customers, making it easier than ever to launch a side venture.

Conclusion

In New Orleans, the rise of side hustles reflects a blend of necessity and passion. As individuals like Jill Sanchez Lind navigate the demands of work and family, they also carve out space for creativity and entrepreneurship. The gig economy, fueled by digital platforms and social media, has transformed the landscape of work, allowing many to pursue their dreams while making ends meet. Whether for financial stability or personal fulfillment, side hustles have become an integral part of the New Orleans experience, showcasing the city’s resilience and creativity in the face of challenges.