Enhancing Festivals with Cultural Elements: A Guide

by Priscilla Celina Suarez

Have you ever daydreamed about someday dancing the samba in Rio de Janeiro, indulging in fresh and warm beignets in the heart of New Orleans, or immersing yourself in the heartfelt beats of world music? Well, you are not alone!

There are many festivals around the world encouraging you do just that, as they transform communities into exciting showcases of various traditions, art, and heritage. Think of iconic celebrations like San Antonio’s Fiesta, the soulful New Orleans Jazz & Heritage Festival, or the rhythmic extravaganza of the WOMAD (World of Music, Arts, and Dance) Festival. These festivals are not just about fun; they are a passport to celebrating diversity, forging connections, and captivating festival supporters.

In the following sections of this article, I will make sure to share some ideas and examples of current festivals for ideas on infusing your event with that irresistible cultural flair!

Select an Enriching Cultural Theme for Your Event

When it comes to your organization planning an event that stands out, the right theme can make all the difference. Instead of sticking to the conventional options your group may have chosen in the past, I encourage you to explore the captivating world of cultures.

Often times, when referring to culture, one automatically thinks of only ethnic or national culture. In reality, there are many types of culture that exist and that we use in our daily lives. Think of pop culture, which is the current mainstream culture that is widely accepted in a society. Other types of culture can include counterculture, corporate, religious, youth, digital, artistic, culinary, linguistic, etc. Or, maybe even subcultures, which can include smaller cultural groups within a larger society, such as punk, hip-hop, or Tex-Mex.

Explore the rich tapestry of human heritage by choosing a theme that will either spotlight a particular culture or embrace a mosaic of global traditions. Whether you are interested in engaging your guests in the spirit of a particular region, or you are aiming for a broader exploration of “World Cultures,” it is crucial to ensure your preferred theme is not only well researched but also genuinely respectful of the cultural tones it embodies.

When reminiscing about festivals that embrace cultural themes, Fiesta San Antonio immediately pops into mind. This lively annual event, held in San Antonio, Texas, brings together an energetic tapestry of musical performances, culinary delights, and culturally infused activities. With its spirited celebration, Fiesta displays the city’s rich culture and heritage, attracting a diverse group of participants, both from the local community and enthusiastic tourists. The festival’s energy is obvious in its theme and name, serving as a true testament to the city’s cheerfulness during those days.

Cultural Showcases

Cultural showcases can give life to your festival by featuring a selection of popular dances, musical presentations, and theatrical shows. Extend invitations to local cultural groups, artists, musicians, and dancers, providing them a stage to present their remarkable talents. These presentations can contain classical performances, contemporary variations, or innovative acts that blend diverse cultural elements.

Arrange storytelling sessions where individuals from different cultures can share traditional stories, myths, and legends. This can be done through live performances or designated storytelling areas. As a public library employee myself, I can say that most local libraries are happy to help you prepare for this particular element!

The New Orleans Jazz & Heritage Festival, fondly known as Jazz Fest, embodies the transformative power of cultural performances. This legendary annual festival, held in the vibrant city of New Orleans, Louisiana, serves as an animated celebration of music, art, and culture. Jazz Fest curates an impressive lineup, spanning from iconic musicians to promising talents, drawing talent from diverse backgrounds that contribute to the festival’s complex tapestry of musical expression.

Throughout Canada, National Indigenous Peoples Day is a significant celebration observed every June 21st. This day serves as a tribute to the diverse cultures, traditions, languages, and invaluable contributions of Canada’s Indigenous peoples. Celebrations are held throughout the country that serve as a stage to proudly display the rich heritage and resilience of Indigenous communities.

While National Indigenous Peoples Day incorporates various events and activities, the Powwows truly steal the spotlight. Alongside these captivating gatherings, you will find traditional dances, music performances, and storytelling sessions. Throughout the festivities, Indigenous elders and knowledge keepers play an integral role, sharing their wisdom and insights. Attending these events offers a remarkable opportunity to delve into Indigenous history, spirituality, and the ongoing journey toward reconciliation.

Culinary Delights

Offer a variety of authentic and diverse cuisine from different cultures by collaborating with local restaurants, food vendors, and community organizations to provide a wide range of traditional dishes and beverages. Inclusivity is key, so consider dietary restrictions and offer vegetarian, vegan, and gluten-free options. I recommend starting by checking if your hosting city requires any food handler or food truck permits to narrow the list of organizations with whom you are able to collaborate.

One festival renowned for its culinary delights is the Taste of Chicago. It is an annual food festival held in Chicago, Illinois, known for its diverse and delicious offerings. The event features a wide range of food vendors, from local restaurants to international cuisines, allowing attendees to sample an array of dishes and flavors. It is a celebration of the city’s culinary scene and a must-visit for food enthusiasts.

Let us not overlook the globally renowned celebration – Oktoberfest, which stands as Germany’s most iconic and eagerly anticipated event, drawing both locals and visitors from across the globe. Held annually over a span of a few weeks in October, this temporary spectacle of tented beer halls transforms Munich into a lively center where festivalgoers, donned in traditional attire, create an atmosphere of unmatched cheerfulness.

Art Displays and Craft Exhibitions

Set up art exhibitions throughout the festival highlighting traditional artwork, crafts, sculptures, and even artifacts from the culture(s) you’re highlighting. Collaborate with local artists, artisans, and cultural organizations to display their work.

By creating interactive displays and exhibitions designed to offer insights into various cultures, delving into their traditions, historical narratives, and customs. Employ an array of visual aids, informative panels, and multimedia presentations to captivate and inform festival attendees, fostering cultural appreciation and understanding.

It is worth noting that many festivals globally have recognized the magic of art and craft exhibitions. These gatherings often serve as exciting celebrations of both local and international talents, where festival attendees have the opportunity to not only admire and acquire art but also engage with a successful community of creative minds.

In a recent World Languages Festival hosted by McAllen Public Library, where I have the privilege of working, we embarked on a collaborative venture with the San Antonio Botanical Gardens to present the popular Botanical Fridas Exhibit at the Main Library. This extraordinary exhibition paid homage to the iconic Frida Kahlo, one of Mexico’s most revered artist, whose legacy continues to inspire art enthusiasts worldwide.

Botanical Fridas displayed a unique collection of 15 eight-foot sculptures and 15 three-foot sculptures, each a testament to the enduring influences that shaped Frida Kahlo’s artistic journey. These sculptures stand as original works of art, crafted by a roster of international artists, and thoughtfully cover the numerous facets of Frida Kahlo’s creative evolution.

By welcoming this remarkable exhibit into a space designed to engage all ages, we not only introduced our patrons to the profound legacy of Frida Kahlo but also beckoned them into the captivating realm of art itself. The Botanical Fridas Exhibit served as a bridge between generations, cultures, and the universal language of creativity, enriching our community’s appreciation for the boundless possibilities of artistic expression.

Workshops and Demonstrations

One of the ways in which festivals allow participants to engage directly with cultural activities is by hosting workshops. Examples range from dance lessons, music workshops, language classes, traditional clothing demonstrations, or hands-on crafts. Encourage your attendees to actively participate and learn about different cultural practices throughout your community. This provides opportunities for attendees to learn about different art forms.

At the University of Texas – Rio Grande Valley in Edinburg, TX, FESTIBA (Festival of International Books and Arts) is an annual cultural event designed to celebrate the arts, literature, and culture. This festival typically features a wide range of activities and events, including author presentations, book readings, art exhibitions, music performances, dance performances, workshops, and more. One of its more popular activities are the creative writing workshops offered to the community, which have ranged from poetry to memoir writing classes led by published authors and professors.

Speaking of demonstrations, what is better than a live art demonstration? More than three decades ago, in the picturesque South Padre Island, Sandcastle Days was born. Its humble beginnings sought to showcase the sculpting potential of the island’s sand and emphasize the vital mission of safeguarding their coastal shores. Over time, this family-friendly gathering has evolved into a respected qualifier for the World Championships of Sand Sculpting, where throngs of over 30,000 enthusiastic fans join to witness the remarkable transformation of sand into art.

Other ideas for collaborations with cultural organizations or community groups include offering workshops that delve deeper into specific cultural practices, such as calligraphy, traditional music instruments, martial arts, or traditional cooking. These workshops can provide hands-on experiences and educational opportunities for attendees of all ages.

Cultural Marketplaces

By creating spaces where local artisans, vendors, and businesses can sell traditional handicrafts, clothing, jewelry, and other elements, guests have an opportunity to engage with culture by purchasing items and supporting local communities. Doing so sends a message that your event welcomes people from various backgrounds and celebrates diversity.

An illustrative case in point is the Smithsonian Folklife Festival, an annual event held on the iconic National Mall in Washington, D.C. during the summertime. Guided by its commitment to celebrating contemporary cultural traditions, this festival serves as a bridge between artisans from around the world and an international audience, contributing to the preservation of artistic and cultural legacies. The festival’s marketplace extends a warm invitation to explore a rich tapestry of cultures, helping people of all ages to better understand where these diverse items come from and why they’re important.

In the border town of McAllen, Texas, MXLAN blends art, culture, and music during a four-day summer festival committed to celebrating the vibrant spirit of young Latino culture. At MXLAN, attendees are immersed in a sensory journey, where live muralists bring walls to life, a breakthrough music stage sets the beat, and an artisan marketplace transports guests to Mexico’s mercados, offering an array of leather goods, authentic treats, stylish clothing, and other discoveries.

Cultural Ambassadors

Recruit volunteers or cultural ambassadors who can provide information, answer questions, and engage with attendees. These individuals can share their knowledge, promote cultural understanding, and create a more welcoming atmosphere. This is an opportunity to work with local entities in your region, such as the Chamber of Commerce, public libraries, and local universities.

Remember to approach cultural representation with respect and sensitivity. Involve members of the community being represented to ensure authenticity and accuracy in the festival’s cultural elements.

By incorporating these ideas, you can create an enriching and culturally diverse festival experience that celebrates the world’s many traditions and promotes understanding and appreciation among attendees.

As part of McAllen Public Library’s Marketing Department and Social Media Team, Priscilla Celina Suarez has an opportunity to engage with the library system’s three branches and all public service departments to market over 1,000 programming events (yearly) and monthly marketing campaigns promoting library services and resources. From using graphic design to create engaging content and analyzing data/statistics for infographics to curating content for the library’s social media platforms and occasionally playing photographer, she knows first-hand how challenging it is to keep up with and identify the latest trends and best practices in marketing and public relations. In April 2019, McAllen Public Library was awarded the Texas Library Association’s Branding Iron Award for the rebranding of the South Texas Book Festival. Beyond her work at the City of McAllen, Priscilla was also the McAllen Poet Laureate in 2015-17 and is the author of two books, Cuentos Wela Told Me: That Scared the Beeswax Outta Me and La La Landia: A Journey Through my Frontera CD Shuffle.