Westbank Heritage Festival returns for 6th year after the pandemic

By Tyana Jackson
Contributing Writer

After a two-year hiatus, the Westbank Heritage Festival is back on. The COVID-19 pandemic halted the frequency of many annual festivals and holidays state- and city-wide. With the continued lifting of restrictions around large public events, local organizations say they are ready to resume what the city is best known for.

The Labor Day weekend festival is free to the public, and scheduled to take place from Sept. 4-5, at the Alario Center in Westwego. Residents can expect family-friendly activities, local food and clothing vendors with live performances by recording artist Musiq Soulchild, saxophonist Gerald Albright and, “Tucka,” known as the “King of Swing.”

The sixth annual event is hosted this year by the New Growth Economic Development Association and Jefferson Parish Councilman Byron Lee of District 3. The non-profit organization was founded in 2015 and sought out to assist small businesses in Louisiana through advertising, marketing and hosting events. Their mission was to eventually boost the overall economic advancement of those businesses while promoting their culture.

“We will use this moment to pivot forward, leverage the strength of our community and resources,” said Byron Lee, the Jefferson Parish councilmember for District 3, in a statement, “and serve as a catalyst for the economic transformation on the Westbank.”

The current vice president of the New Growth Economic Development Association, Sharlayne Jackson-Prevost, said that the organization has hosted about 30,000 attendees at past festivals, coming from across Louisiana, and neighboring states like Mississippi and Alabama. Jackson-Prevost noted that an event that large would economically and socially benefit West Bank communities.

The festival supports the work of the development association to promote growth in the area, by showcasing businesses and organizations that often serve as festival partners and sponsors, ranging from local hospitals to small business owners. It gives many businesses the opportunity to expand clientele beyond the festival period, and receive exposure, particularly for newer businesses, Jackson-Prevost said.

The Westbank Heritage Festival will mark its sixth year this year among the Greater Metro area’s signature events. And while the festival remains free to residents, sales at the event have pulled in sizable revenue for partners, averaging close to $2 million. That is largely due to the draw for audiences from live musical performances, that consist of household names as well as local talent, and the added family-entertainment.

“A few years ago, we hosted a Zydeco band, and they brought a lot of attendees that came to the Lake Charles and Lafayette Louisiana area,” Jackson-Prevost said of past festivals.

Among this year’s returning acts is local artist Keith Frank and The Soileau Zydeco Band, who have been performing at the festival for four years in a row.

“This is one of my first shows after the pandemic, so I am excited and I hope locals are happy to see us perform again,” Frank said. “I have seen so many demographics of people at the festivals over the years.”

The festival in particular aimed to attract the Westbank’s predominantly African-American residents since its origin. But organizers say they are pleased to see all residents embrace the event that has allowed it to grow over the years.

“I think this festival brings back the Louisiana everybody knew before Hurricane Katrina, where people can enjoy themselves with family and friends, and with good food,” said Eddie Bunch, the owner of Couzans BBQ Team in Marrero.

This article originally published in the August 29, 2022 print edition of The Louisiana Weekly newspaper.