The Essence Festival of Culture recently held at the Caesars Superdome generated a windfall of over $300 million for New Orleans, according to the city’s mayor. The festival, which celebrates African American culture, blends music performances, workshops, and exhibitions to showcase the contemporary African American experience. On the 30th edition, the multi-day event had more than 250,000 people from across the U.S. and the world in attendance.
“With an average of 176,000 attendees per day, this festival brings huge economic benefits and supports Black women’s empowerment. But this is really an opportunity embracing that spirit of gratitude and understanding the city of New Orleans was meant to host. And this has been a love, a ladder, and a partnership that has grown and has been woven over 30 years,” New Orleans Mayor LaToya Cantrell said about the impact of the festival.
Essence Magazine, the driving force behind the festival, outdoored four new vivid covers for its July and August issues. The issues paid homage to the festival and its sustained relationship with New Orleans. “Dear New Orleans,” the primary feature story pays tribute to the city, acknowledging its resilience, charm, colorful characters, and distinct locales and culture that augment the festival experience. The festival held a show in tribute to New Orleans record label Cash Money Records with a surprise appearance from Louisiana native Lil Wayne.
Furthermore, the festival had dozens of vendors, mini-boutiques, stages, and demonstrations set up by sponsors like McDonald’s and Mielle Beauty. The Global Black Economic Forum presented by Coca-Cola featured political leaders, corporate executives, entrepreneurs, civil rights advocates, and media personalities including Vice President Kamala Harris, Thasunda Brown Duckett, Vice President of Colombia Francia Marquez, and more. Janet Jackson and Usher headlined, alongside dozens of other performers.
The festival started in 1994 as a one-time event to celebrate the 25th anniversary of Essence magazine. It was incredibly well-received that the organizers decided to make it an annual event. From infusing $1 million into the local economy in its first year, the festival increased its contribution to $75 million the following year. Three decades later, it is producing an economic impact of a third of a billion dollars.
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The Essence Festival is now one of the city’s top five annual events. The festival and New Orleans have committed to continuing their partnership through 2026. Essence Ventures CEO Caroline Wanga and Mayor LaToya Cantrell affirmed the continuity of this relationship, advancing three decades of harmonious fusion of culture, music and vibrant urban life.
“Part of why that happens is because of where we are — the cultural mecca called New Orleans. This is our moment to love one another. Our time to come together to ensure and understand that we are unapologetically Black and we deserve to be loved on and supported,” said Wanga.
