NEW ORLEANS (WVUE) - Preparations for the Essence Festival were in high gear Thursday at the Ernest N. Morial Convention Center.
The festival, which kicks off Friday, is a staple in New Orleans over the Fourth of July weekend. A kickoff news conference was held Thursday inside the convention center.
“For more than 30 years, Essence and the city of New Orleans have chosen one another very intentionally,” said Kirk McDonald, CEO of the Sundial Media Group, under which Essence falls.
Essence officials, Mayor Helena Moreno and others addressed reporters during the event.
“I can tell you unequivocally that the city of New Orleans is prepared and we are ready for Essence Fest 2026,” Moreno said.
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Festival organizers say this year’s event will also feature several new attractions.
“There’s also some incredible new things that are coming in, for one, my favorite and what I’m excited about is the DJ Envy car show, right? That’s going to be, you’re going to see there a collection of American history, American muscle all through, all years, all generations,” said Richelieu Dennis, chair of the Sundial Media Group. “And then we have 4th Rope, what many of you may not know is that 4th Rope is the largest wrestling platform in the country, and it is a black platform.”
Daytime events include empowerment seminars, wellness sessions, an authors’ showcase and vendors selling unique wares.
Dennis said this year’s festival also includes resources for podcasters.
“The Essence Film Creator Podcast Festival, we’re bringing the platform of creators to New Orleans, give New Orleans creators a platform and exposure to national brands, give them four studios where they can record. Three on the main floor that can do their own recordings and then four upstairs that are done professionally,” Dennis stated.
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Essence says the festival has an economic impact of more than $300 million on the city and state.
Moreno said her administration held its final tabletop exercise Thursday.
“Where we just do like a whole rundown from everything where are we with sanitation, what are the work crews, everything, like where are additional water stations to public safety things like that,” she said.
Beyond this year’s festival, organizers say they want to continue calling New Orleans home. Essence’s contract with the city expires later this year.
FOX 8 asked Moreno whether she is confident the two sides will reach an agreement. Moreno created a steering committee related to Essence.
“I mean, look, I’ve been really excited to have a partnership with Essence, you know, during my time in the legislature, the council and now as mayor, and so I’m looking forward to the continued conversations,” Moreno said.
McDonald was also asked about the negotiations.
“Those conversations are all year long, all the time, and they’re not about one thing; they’re not just about a renewal; they are actually about how we actually drive impact into the community.”
Moreno said the festival’s economic impact underscores its value to the city and state.
“It’s incredibly necessary and so I look forward to having those conversations and, you know, usually numbers, dollars talk and this festival brings dollars,” she said.
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