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The Newark Alliance on Wednesday unveiled the Festivals United coalition, an initiative made possible via a $1.5 million Activation, Revitalization, and Transformation (ART) Program grant.

As NJBIZ reported, the New Jersey Economic Development Authority (NJEDA) awarded that funding to Newark Alliance in December. The support was part of the first tranche of money from the program. The ART initiative launched as a $10 million pilot in Newark and Atlantic City. It aims to establish grant opportunities to support cities’ economic recovery post-pandemic.

As NJBIZ also reported in May, the NJEDA expanded ART Phase 2 to $15 million, offering grant opportunities to nonprofits in 31 municipalities spanning 12 counties.

The award to Newark Alliance aims to supporting the creation of the Festivals United coalition. Composed of some of the city’s premier, annual events in the Arts and Education and the Newark City Parks Foundation, the group includes Afro Beat Fest, Halsey Fest, Lincoln Park Music Festival, Newark Arts Festival, Newark Pride and Newark Winter Village.

Officials say that event series marks a major milestone in bringing together Newark’s vibrant cultural offerings under one unified banner. Meanwhile, it highlights the city as a year-round destination and a regional hub for arts, culture, entertainment and small business discovery.

‘Transformative potential’

“The keystone to Newark becoming a model of success on so many national fronts is our unity – the solidarity we share for the purpose of collaborating toward progress,” said Newark Mayor Ras Baraka. “Nothing creates unity better than festivals that create a common memory of a vibrant sense of belonging to something bigger than ourselves, of sharing something important and exciting.”

Newark Alliance Chief Real Estate and Marketing Officer Ashley Mays thanked Gov. Phil Murphy and the NJEDA for recognizing Festival United’s “transformative potential.”

“And believe it will establish Newark as the ‘City of Festivals,’” said Mays. “Festivals have been key drivers of economic growth in Newark – and we are now set to amplify that impact. Together, we can achieve more than any individual event could on its own.”

Officials also note that the different festivals take place in key locations throughout the city. That helps to increase foot traffic to the surrounding businesses and attractions throughout downtown Newark.

“Aligned with Gov. Murphy’s commitment to revitalize New Jersey’s downtowns, the A.R.T. Program was created to encourage economic activity in areas impacted by reduced commuter traffic in the wake of the pandemic,” said NJEDA Chief Community Development Officer Tai Cooper. “Recognizing Newark’s vibrant creative community, it’s an honor to allocate a portion of the grant to support the city’s resilience. Festivals United is a testament to the power of collaboration that lives within Newark.”