THE POWER OF COMMUNITY:

Reasons Why Community Engagement Can Impact the Way You Plan Your Event

By TaKeyia Dickens

Boundless possibilities lay before us; it is our job to envision, act, and lead with the community at the core of our festivals and events.

The current trend emphasizes the importance of community engagement. Many individuals and organizations, from brand activations to employee engagement, are prioritizing community participation. However, we often go through the motions of “checking the box” without genuinely engaging with the community. To make a lasting impact, it is necessary to thoroughly understand and cater to our community’s unique and diverse needs. Festivals and events, when planned with genuine community engagement, can drive the local economy, promote growth, support small businesses, and enhance the overall well-being of residents. The level of community engagement goes beyond surface-level interactions. It can significantly impact the success of any event or program, bringing about a sense of ownership and pride among the community members.

Before we understand why community engagement can impact how you plan your event, let’s discuss the foundation of community. Community is rooted in people who share common interests, values, or goals and come together to support, connect, and build relationships that contribute to a sense of belonging and collective identity. Community shapes our understanding of the world. If you’re looking to create change, educate, or provide a cultural experience, understanding what community is built on is where you would start.

A ton of research shows the social impact of festivals and events. However, there needs to be more research on how communities feel part of and contribute to the festival experience. Let’s look at the difference between involvement and engagement; yes, there is a difference. The Association for Supervision and Curriculum Development (ASCD) defines involvement as “doing to,” meaning one-way communication. ASCD defines engagement as “doing with,” meaning the idea of working together and the emotion that comes with it. Involvement is having community artists perform at your event or having community organizations represented, such as an information booth or activity; however, engagement is creating a focus group with community leaders, school reps, etc. (whoever you think is valuable) to help fill in the community gaps so your event can not only serve the community but it will have a significant impact on the community, fostering a sense of shared responsibility and collaboration.

As the Community Partnership Manager for the National Cherry Blossom Festival, I aim to educate the many communities in the area about the Festival and the significance of cherry trees. I also aim to involve the community in the Festival and identify ways of evaluating and widening the events and programs for community participation. How do I do this? I’ve learned the difference between community involvement and community engagement. As a result, I have developed a framework that supports identifying more effective ways to involve local residents in festivals and events that impact their communities. Here are a few ways community engagement can elevate your event planning efforts and why it’s crucial to incorporate community participation into your strategy.

Collective Vision

A collective vision is where community involvement moves to community engagement. Local residents, businesses, and organizations bring invaluable insights that enrich every aspect of event planning, from an idea concept to execution. Involving the community fosters a sense of ownership and pride, ensuring that the event truly reflects the values and aspirations of those it serves.

Communities thrive on a sense of belonging and shared identity. By involving the community in your event planning process, you’re not just organizing an occasion but cultivating a shared experience that fosters connections and strengthens bonds. The best way to do this is by collaborating with community organizations on programming. For example, the National Cherry Blossom Festival (NCBF) is a four-week celebration that spreads springtime joy throughout Washington, DC, and the surrounding areas. We have our signature events that the NCBF Staff produces; however, we also have other events and programs created by Festival partners, Festival Participating Organizations. Participating Organizations are individuals and groups (i.e., in art exhibits, lectures, film showings, and more) that engage with the Festival to create events that will make the Festival’s vision a reality by presenting dynamic programmatic offerings that align with the core values of the Festival, amplifies the overall brand, and adds depth and vitality to the Festival celebration. Involving various community partners creates a sense of ownership and investment in the Festival. The objective is to create a shared vision that addresses the community’s needs and collaborates with its members to accomplish a unified purpose.

Building Authentic Connections

In today’s fast-paced world, it’s hard to make real connections. Yet, community engagement in event planning provides a unique opportunity to bridge the gap between organizers and attendees. Event producers build authentic relationships beyond the event by engaging with the community early and often. Whether through community meetings, focus groups, or online forums, involving community members in the planning process fosters trust, transparency, and mutual support.

Another great example will be the National Cherry Blossom Festival Host Committee for the Pink Tie Party event. The Host Committee consists of community leaders, bloggers, influencers, and some of Washington, DC’s elite. The committee’s purpose is beyond selling event tickets; they help make necessary connections for a successful event. Whether connecting us to up-and-coming restaurants/chefs, promoting the event on multiple platforms, or making attendees feel welcome when they enter the event, these connections enhance the event experience and lay the groundwork for future collaborations and partnerships.

Leveraging Local Resources

Communities are full of valuable resources waiting to be unlocked. The best way to unlock those resources is by attending community meetings, networking events, conferences, and, my favorite, using LinkedIn. You must leave your office, get from behind the computer, and tap

into the people. From venues and vendors to volunteers and sponsors, the local community offers a wealth of assets that can elevate any event. There is no limit on who you connect with. I have connected with janitors and security guards, and they have helped me either connect with the right person or even provided help loading things in for my community programs. By involving community partners and people who have their “boots on the ground” in the planning process, event organizers gain access to a network of support that is both robust and reliable. Local businesses may offer in-kind donations or sponsorships, while volunteers may lend their time and talents to various aspects of event execution. Moreover, partnering with community organizations and institutions can provide access to facilities, equipment, and expertise that might otherwise be out of reach.

Ever since I started working at the National Cherry Blossom Festival, I’ve gained a reputation as the “in-kind queen,” and many people often ask me how I managed to accomplish this. The secret lies in my ability to effectively utilize my resources and identify mutually beneficial opportunities in every partnership. For example, Flowers By Alexes is a local business in Washington, DC, known for creating fantastic floral arrangements. I have developed a strong relationship with Alexes over the years. I understand her passion for the community, her need to promote her business, and her desire to connect with corporate clients. As a result, we both agreed that it was important for her to be the preferred floral provider for the 2024 Festival. Our understanding of her needs and preferences made this decision easy. I always strive to create wins for the businesses involved, the Festival itself, and the audience/community, ensuring everyone can participate in the event. It was a win for Alexes as she showcased her floral creations to the Festival’s stakeholders. It was also a win for the Festival because it freed up our budget and allowed us to promote a small business within the community. Additionally, it was a win for our event attendees as everyone could take home flowers from some of our events. Furthermore, nurturing every resource and maintaining mutually beneficial relationships is crucial. I discuss this more in “Fostering a Lasting Impact.”

Amplifying Outreach and Engagement

Community engagement provides a powerful platform for grassroots outreach and engagement. Event producers can amplify their message and reach new audiences by mobilizing community members as ambassadors and advocates. Social media campaigns, neighborhood canvassing, and word-of-mouth promotion are examples of how community engagement can extend the event’s reach. Aligning the event with community interests and priorities, event producers ensure that it resonates deeply with attendees, fostering a sense of connection and belonging.

The National Cherry Blossom Festival continually strives to extend the Festival’s reach beyond the Tidal Basin by actively engaging community leaders and organizations. Each year, our goal is to develop diverse programming that brings the spirit of the Festival to the wider community. One of the highlights is the Oxon Run Pinknic & Kite Flying event, which has become an enduring springtime tradition. This event attracts members of nearby communities to join us for a day filled with kite flying, delicious food, lively music, and more. Collaborating closely with organizations such as The Friends of Oxon Run and The Anacostia Parks & Community Collaborative has been instrumental in planning and promoting this event. Our ongoing objective is to work closely with community leaders, local vendors, and businesses to raise awareness for the event and co-create programming that resonates with community members. Rather than only engaging with community organizations and leaders once a year, we maintain year-round connections by attending their events and keeping informed about emerging community leaders. Community members are not just participants; they are valued ambassadors who enthusiastically champion the causes they believe in and actively rally support for them.

Fostering A Lasting Impact

An accurate measure of an event’s success lies not in its immediate impact but in its lasting impression on the community. It’s important to ensure that events bring joy in the present and contribute to positive, long-term change within the community. This is particularly evident with the National Cherry Blossom Festival. While the festival brings four weeks of springtime delight, the real impact lies in its lasting impression and influence on the community.

To achieve this, the Festival actively engages with the community by supporting local events, such as staff walking in the Capital Pride Parade, and participating in community activities, such as the Anacostia River Festival. By doing this, the festival creates opportunities for meaningful dialogue, collaboration, and collective action. From educational initiatives to environmental projects and multicultural campaigns, the festival becomes a platform for addressing important community issues and working toward common goals that result during the spring.

Additionally, by empowering community members to take ownership of the event, the Festival organizers lay the foundation for sustained engagement and community empowerment. This approach ensures that the Festival’s impact extends beyond its duration, leaving a legacy of continued engagement and positive change within the community.

Conclusion:

In the world of event planning, success depends not only on logistics and creativity but also on something less tangible yet incredibly powerful: community engagement. Whether you’re organizing a local festival or a charity fundraiser, tapping into your community’s energy and resources can make all the difference.

Community engagement is a key element in event planning. By promoting engagement, we can increase the likelihood that community members will embrace the event or program, enhance their understanding of it, foster collaboration within the community, and establish a local network among themselves. By adopting the community’s collective vision, resources, and passion, event organizers can curate experiences that leave a lasting impact and carry significant meaning. As we gear up for the IFEA Annual Convention & Expo, which will take place in Downtown Pittsburgh with the thought-provoking theme of REFOUS, it is important that we reevaluate our community engagement strategy, set new goals for community success, and use different ways to reconnect with the community.

As we prepare for a new season of festivals and events, let’s remember the incredible impact of community engagement. Embrace the influence of coming together, which can lead to great success. When we unite as a community, the potential for achievement knows no bounds.

TaKeyia M. Dickens serves as the Community Partnerships Manager for the National Cherry Blossom Festival. Her innovative thinking pushes those around her to think outside the box. Her goal is to identify cultural gaps in communities and bridge those divides. She is dedicated to transforming the community, one blossom at a time. She can be reached at: tdickens@ncbfdc.org.