517 HISPANIC HERITAGE weekend (2023)
Context
Ourspace Creative, in partnership with the Ourspace Foundation, hosts the annual 517 Hispanic Heritage Weekend in Lansing's Downtown. This event leverages relationships with over 30 corporations and institutions to bring cultural celebrations to the local community. The event is free to the public, offering a platform to celebrate diversity and inclusion through high-quality programming and entertainment.
The inaugural event in September 2023 was a significant success, attracting over 1100 attendees. The event featured more than 50 Hispanic-owned vendors, informational booths to increase access to health and wellness resources, a kidz zone, a food court, and various other activities. Building on this success, the 2024 celebration is set to extend to a 4-day weekend, including health and wellness seminars, family events, and a Latin Jazz Night, culminating in the main event, A Taste of Hispanic Heritage Festival.
Planning & Strategy
The strategy behind the 517 Hispanic Heritage Weekend was modeled on the framework used for the successful Juneteenth Weekend. Key elements of the planning and strategy included:
Stakeholder Engagement: Engaging with over 30 corporate and institutional partners to secure sponsorships, resources, and collaborative opportunities.
Community Involvement: Actively involving the Hispanic community in planning and execution to ensure the event was culturally authentic and inclusive.
Program Development: Curating a diverse lineup of activities, including health and wellness seminars, family-friendly events, and a signature Latin Jazz Night, to attract a broad audience and celebrate Hispanic culture.
Vendor and Resource Coordination: Coordinating with more than 50 Hispanic-owned vendors and various informational booths to provide attendees with access to unique products and valuable resources.
Marketing and Promotion: Utilizing targeted marketing strategies, including social media campaigns, partnerships with local media, and community outreach, to maximize event visibility and attendance.
Execution
The execution of the 517 Hispanic Heritage Weekend involved meticulous planning and coordination. Key highlights included:
Successful Partnerships: Leveraging partnerships with over 30 corporations and institutions to provide financial support, resources, and promotional assistance, ensuring the event's success.
Community Engagement: Engaging local Hispanic communities and organizations to participate as vendors, performers, and volunteers, fostering a sense of ownership and pride in the event.
Diverse Programming: Offering a wide range of activities, from health and wellness seminars to family events and cultural performances, ensuring there was something for everyone.
Effective Promotion: Implementing a comprehensive marketing campaign that utilized social media, local media partnerships, and community outreach to drive attendance and engagement.
Positive Outcomes: Attracting over 1100 attendees in the inaugural year, with positive feedback from participants, vendors, and partners, setting the stage for an even more successful 2024 event.
The 517 Hispanic Heritage Weekend not only celebrated Hispanic culture but also fostered a sense of community and inclusion, making high-quality cultural programming accessible to all. The event's success is a testament to Ourspace Creative's strategic planning, community engagement, and effective execution, positioning it as a model for future cultural celebrations.
