Essentially NoLa
The ESSENCE Music Festival and the city of New Orleans have designed an inextricably entwined brand and style.
By Jessie States
THE STACCATO MATING DANCE BETWEEN THE CITY OF NEW ORLEANS AND THE ESSENCE MUSIC FESTIVAL culminates in an R&B-gospel-soul (and sometimes-dissonant) explosion every July, resonating across the birthplace of jazz to the sea beyond.
The festival originated as a 25th birthday bash for ESSENCE magazine 15 years ago. Always held in New Orleans, it now attracts more than 420,000 attendees and comprises three full nights of performances by top-shelf African-American artists. (This year’s roster included Beyoncé, En Vogue, Al Green, John Legend and Lionel Richie.)
Meanwhile, the free-of-charge Empowerment Seminar Series provides a daytime destination of inspirational content from the black community’s most renowned leaders—comedian and commentator Bill Cosby, Bishop T.D. Jakes, CNN pundit Roland Martin and the Rev. Al Sharpton, amongst others.
A vibrant expo of fine art and crafts reflective of the rich cultural heritage seen throughout the African Diaspora provides guests with access to original paintings, mixed media, art prints, photography and fashion.
But the secret to the event’s success has as much to do with New Orleans as it does with tier-one entertainment and speakers. Since its inception, the event has co-branded with the city so that any mention of ESSENCE brings thoughts of New Orleans, a city of music, culture and community pride, says Joy Collins, general manager of ESSENCE.
“When you think music festival, you think New Orleans. You think Jazz Fest. You think ESSENCE,” she said.
It helps that the two New Orleans Metro CVB liaisons to the festival have been involved with the event since its inception 15 years ago, albeit in slightly different roles. Raquel Dufauchard, the bureau’s senior convention sales manager, served as a conference coordinator at the convention center in 1994; her partner, Nikki Nicholson, vice president of convention sales, was the CVB’s event rep.
In addition to New Orleans Metro staff, representatives of the mayor and the lieutenant governor work with ESSENCE throughout the year to provide full community and state support. Meetings concerning the annual July 4 weekend event commence in October, when officials meet to discuss the challenges and successes of the last event and begin preparations for the upcoming year.
Following are a series of regular meetings with different agencies—New Orleans politicians, state officials, Superdome and conference center staff and, of course, the convention bureau.
“We talk about how we can elevate the brand recognition and think about an integrated approach—which includes the event Web site, e-mail distribution lists, local readers, radio partnerships and hotels,” Collins explained.
Both ESSENCE and the CVB work to promote this cobranded message, especially now as the economy weighs heavy on large events and people consider so-called staycations instead of vacations. The ESSENCE Web site extols the virtues of the Creole State, giving attendees more than a dozen reasons to visit Louisiana.
“Incredible music, a strong sense of community, real inspiration—the same things I love about the ESSENCE Music Festival are what I love about Louisiana,” Lt. Gov. Mitch Landrieu writes on the site. “There is no better place for this kind of party than Louisiana, and no more natural setting for it than America’s cultural capital.”
Collins, for one, isn’t worried about attendance.
“Last year, on the cusp of economic challenges, our festival surged because of the strength of the content and the rich talent we generate,” she said. “People save up to come, and they attend the festival and then spend a week vacationing in the city of New Orleans.”
This year, attendance jumped by a stunning 150,000 over 2008 numbers. The surge can be attributed in part to the city’s relationship with ESSENCE, which has grown stronger over the years, Dufauchard says.
“Fifteen years ago, we set up the exhibit hall at the convention center for 3,000 people,” she said. “Now we use two halls and prepare for 10,000 people. And we are always willing to accommodate the needs of the event—from additional chairs in the hall to additional police on the street.”
A local host committee helps coordinate efforts between shows, and the CVB steps in to organize housing and auxiliary events.
“ESSENCE and New Orleans are tied at the hip,” Nicholson iterated. “They know they have a team here that understands the event and has done so since the beginning. It gives our partners a great deal of confidence.”
She says other positive aspects for the annual show include the proximity of the Superdome, convention center and renowned French Quarter (some 10 blocks) and the relatively low costs of staying in the city.
“Whether you’re a struggling student or a middle-class adult, you can always get a US$5 po’ boy,” Dufauchard said.
All this adds up to an exciting July 4 weekend that not only provides an extraordinary experience for attendees, but also benefits ESSENCE magazine and the city of New Orleans. Collins says she plans to continue reaching out to the city and its residents to prove her appreciation for their hospitality. ESSENCE contributes to the local branch of the Children’s Defense Fund, benefitting youth sports and literacy programs. And this year, the festival played host to an appreciation day for area taxi drivers.
“We know who and what makes our event successful,” Collins said. “It’s the people of New Orleans who have been so generous and accommodating over the years. ONE+
JESSIE STATES is the assistant editor of One+.
What’s New in New Orleans
• The Roosevelt New Orleans hotel, the 116-year-old historic grande dame, reopens this summer after a US$145 million renovation to become a Waldorf Astoria Collection property, adding 504 luxurious guest accommodations (of which 135 will be suites) and 60,000 square feet of meeting and event space.
• Irvin Mayfield’s Jazz Playhouse at the Royal Sonesta opened to the public March 21. The award-winning trumpeter will headline and present star-studded musical performances.
• Mid-City Lanes Rock n’ Bowl has moved to a new location. The classic New Orleans venue combines musical acts and bowling and was established in 1941.
Fun Facts
• New Orleans will play host to several sporting events in the near future, including the National Football League’s Super Bowl 2013. The city has also been awarded the NCAA Men’s Final Four in 2012, the NCAA Women’s Final Four in 2013 and the BCS National Championship in 2012.
• The New Orleans tourism industry is the largest employer in the region—78,000 people in the city depend on the hospitality industry for their jobs and paychecks.
• The Canal streetcar line is expected to carry more than 31,000 riders each day by 2015, bringing local residents to work and play downtown and tourists to the many shops, restaurants, art galleries and entertainment venues in historic Mid-City.
Transportation Tips
• In July, Aeromexico began flying six weekly nonstop flights from New Orleans to Mexico City. It is the U.S. city’s first international flight service since Hurricane Katrina in 2005.
• The New Orleans Airport is located just 15 miles from the Central Business District and the French Quarter. By Bus: US$1.50 will get you from the airport to Tulane Avenue near Elks Place, a few blocks from the Superdome and Canal Street. By Airport Shuttle: The shuttle costs just $13 each way and departs every 15 minutes from the airport.
Groups of two or more that buy roundtrip fares at the airport receive a discounted rate of $24. By Taxi: Taxis charge a $28 flat rate for one or two people. An additional $12 per person is charged, up to a total of five passengers. By Airport Limousine: Walk-up limousine and sedan service is available to the Central Business District and the French Quarter. The rate is $35 for one or two people and $10 per additional passenger for up to eight passengers.