Making its new home at Audi Field in Southeast D.C., Broccoli City Fest was bigger than ever
I remember vividly attending my first Broccoli City Festival at The Gateway in Southeast D.C. in April 2016. While the lineup was impressive and there was more space for festival-goers to move around the grounds compared to previous years, the event still felt very D.C. – featuring many local artisans, vendors, and performers taking the stage to boldly put on for their city.
Broccoli City began in 2010, mostly as a passion project for co-founders Brandon McEachern and Marcus Allen as a way to raise awareness about environmental issues in urban communities. In 2013, The District had its first block party, modeled after ones that had been held in Los Angeles a few years before. And every year since, BC Fest has grown to not only serve the community but to make The District a premier destination for a poppin’ music festival.
Audi Field, one of the newer event venues in Navy Yard and home to this year’s Howard versus Hampton football game, sits kitty-corner to the Washington Nationals Stadium – a D.C. staple and a place I frequented when I lived in The District.
In my humble opinion, hosting the annual event in Southeast D.C. a historically Black quadrant of the Nation’s Capital, remains an intentional choice. This decision by festival organizers should challenge festival goers to not only have a great time grooving to their favorite artists, but also to show support to the local businesses and people who contribute to the fabric of the community.
Fast forward to July 2024, there was a certain familiarity I felt walking up to the venue, but it was magnified by 10. For my first time returning to Broccoli City Fest, I was thoroughly impressed with the flow of check-in, the strong branding presence, and seeing so many people of all shades dressed in their own style moving freely throughout the venue with food, drinks, fans, and freebies in hand.
While many waited anxiously to see award-winning artists Megan Thee Stallion, Victoria Monet, PARTYNEXTDOOR, Kaytranada, and more hit the stage, I was captivated by something entirely different.
The partnerships.
Converse. DoorDash. Chase. Whiteclaw. Walmart. Hennessy. Black Girl Sunscreen.
Blame it on the marketing girl in me, but this lineup of brands investing in this festival was heavy hitting, and speaks to the festival’s commitment to growth and collaboration.
The two brands that I was the most pleased to see within the sponsorship lineup were Viarae Prosecco D.O.C. and Sienna Naturals – the brainchildren of media mogul and actress Issa Rae. The pre-party at Echostage on Friday night set the tone for the energy of the weekend–lots of great music, dancing, and of course, plenty of Viarae Prosecco freely flowing.
On Saturday, the first day of the festival, the conjoined Viarae-Sienna Naturals activation held two H.A.P.I. Hours (short for Hydrating, Alimentary, PH-balanced, Ingredients), which included live haircare demonstrations, product giveaways and samples of ViaRae prosecco cocktails served by two handsome bartenders.
And with the tagline, “Dry Prosecco, Hydrated Hair”, I couldn’t help but feel right at home.
[all photos by Chasity Cooper]
As a wine culture expert, it really made my heart smile to see so many folks (21+, of course) enjoying the delicious effervescence of Prosecco. Made from the Glera grape, Prosecco is unlike other sparkling wines, as it is made via the Charmat Method. That means it doesn’t experience a second fermentation like Champagne, Cava, or Cremant. The winemaker’s goal with Prosecco is to ensure the grape varietal’s fruit bright characteristics (green apple, peach) and crisp acidity.
Viarae is such an approachable expression of Prosecco, and makes enjoying wine a fun experience. Whether you are kicking it with friends at home, exploring the coast of Italy, or jamming at a music festival, hearing the cork pop on this bottle of wine immediately brings a smile to your face.
And it’s clear that is what Issa wants everyone to experience – a wine that’s vibrant, delicious, and pairs well with having a great time. She is Viarae personified, and it was wonderful to experience her energy in person.
Broccoli City Festival has a shining example of Black creativity in action. From the brand activations to onstage performances to the marketplace complete with local businesses, this annual event is more than just a music festival – it’s an opportunity to see dreams activated and emboldened.