When the first Essence Festival of Culture was proposed in New Orleans 30 years ago, it was supposed to be a one-time event.
Essence, the magazine first printed in 1970 to celebrate African American women, had become hugely popular, and co-founder Ed Lewis wanted a splashy celebration to ring in its 25th anniversary in 1995. Over drinks with music titan and New Orleans Jazz Festival founder George Wein, the idea to hold a July 4th weekend music festival at the Superdome in honor of Essence was born.
In the beginning, there were doubts, according to multiple people familiar with the plan.
At the magazine in New York, then-Editor-in-Chief Susan Taylor was questioned if a sprawling festival was in the publication's best interest. In New Orleans, tourism industry leaders wondered if the city would see any real financial benefit from an event catered to Black women. The city had attempted food festivals and other large events over the Independence Day weekend, but in the dog days of summer, drawing crowds was a challenge.
But at City Hall, then-Mayor Marc Morial said he immediately understood the vision.
"You had a concert sponsored by an institution, a magazine focused on and dedicated to black women," Morial said last week, reflecting on the event's history in the city. "What Essence had was a built-in constituency, a built-in marketing apparatus, a built-in credibility that these concerts typically don't have."
He knew Black women with disposable income read Essence and would travel for concerts. When the company added panel discussions on hot-button issues to the line — and coined the term "party with a purpose" — he knew those talks would add to the draw. And New Orleans' rich Black history, culture and walkability were the "secret sauce," Morial said.
Nearly three decades later, the Essence Festival brought in an estimated $327 million in economic impact to New Orleans in 2022 and created more than 3,600 jobs, according to a recent study conducted by Dillard University.
And this Fourth of July weekend, the festival will rely on that winning formula once again for its 30th anniversary, which is slated to bring hip-hop, R&B and pop icons such as Janet Jackson, Usher and SWV to the Caesars Superdome each night.
During the day, attendees can hear from Black authors, attend networking events for entrepreneurs, and attend a food and wine festival and other events inside the Ernest N. Morial Convention Center.
At the starting line
In that first year, as Essence planned to bring in artists like Aretha Franklin, Patti Labelle, Boyz II Men, Mary J. Blige and the Isley Brothers, New Orleans officials began to brainstorm ways that the city’s residents could also enjoy the festival.
Jackie Harris, who led the city's Music and Entertainment Commission, said she and other city officials coordinated a local steering committee of women who were tasked with creating free daytime events. The group organized a second line that started at Louis Armstrong Park and ended at the Convention Center, an art exhibition for emerging artists, a voter registration event and an expo that brought non-profits and health organizations to the public.
But it wasn't until the hotel sales started to roll in that it became apparent that the idea could have staying power. Harris said the magazine had requested a block of 14,000 rooms across the city's hotels. Every single one was booked.
"We're talking 30 years ago. That was a real accomplishment at the time," Harris said. "When people saw that 14,000 people were coming to New Orleans, everyone started looking at how tourism could prosper off of that."
Some retailers still closed shop, doubting that the festival could translate to sales, Morial said. But that first year, the Saks Fifth Avenue on Canal Place sold nearly every piece of merchandise available.
"It's easy, if you don't know, to look at Black America in a myopic, stereotypical, narrow way," Morial said. “And they did not understand the disposable income of Black Americans” from large cities across the country, he said.
Thirty years of success
Thirty years later, the festival’s draw hasn’t diminished. Hotels reported nearly 90% occupancy on the Saturday night of the festival in 2023, according to Kelly Shulz, New Orleans & Co. spokesperson.
And for local business owners, the festival can mean a major boost in sales, adding financial security at the start of the slow summer season.
Ericka Lassair, owner of Diva Dawg food truck, has been catering events during Essence since 2013. She said a single event can bring in more than $3,500. This year, with multiple events planned, including a party sponsored by AT&T, she stands to rake in about $20,000, she said.
"Essence puts me in a good position to prepare for our slower summer and hurricane season," Lassair said. "It's something that I bank on to feel more secure going into the summer."
Morial said while the festival’s success for the city and its residents has exceeded expectations, after the first event, he knew it was possible.
The day after the first festival ended, "I told the press that I proposed marriage to Essence," Morial said. "I joked that I didn't want a one-night stand or a one-year stand. I wanted a marriage ... and now we've been married for 30 years."
Editor's Note, 07/01/2024: A previous version of this story misstated the economic impact of the Essence Festival of Culture. The 2022 festival brought an estimated $327 million into the city, according to a study conducted by Dillard University.