A New Revenue-Generating Event Strategy Takes Shape

POOLER, GA – Along the southern coast of Georgia, where a vibrant Latinx community thrives, Elizabeth Galarza, the dedicated CEO and publisher of Savannah-based Pasa La Voz Noticias, is crafting an impressive event strategy that not only engages and enriches the local community but also paves the way for an additional revenue stream. Last week, this trailblazing independent Spanish-language newsroom, which tirelessly informs South Carolina’s and Georgia’s Latinx population, hit a high note by hosting a captivating Día de los Muertos Festival at Tanger Outlets in Pooler, GA. This spirited event drew over 10,000 enthusiastic locals who came together to honor their loved ones and embrace cherished traditions, fostering a sense of togetherness.

The festival was nothing short of a success, attracting an impressive crowd and generating meaningful emotional connections. Galarza, the visionary leader behind this initiative, couldn’t have been more thrilled. “The success of this festival, both in terms of attendance and the emotional connections made, highlights the power of community-centered journalism. It’s a reminder that, in today’s media landscape, fostering a sense of belonging and sharing in the diverse stories that make up our communities is just as important as delivering news,” Galarza shared in the first edition of Pasa La Voz Noticias’ new monthly newsletter.

The event was so popular that it caused parking spillover problems, a testament to the enthusiasm and support from the local community. Pasa La Voz Noticias managed to secure a remarkable $42,000 in sponsorships and vendor fees, ultimately resulting in a profit of $12,500. Elizabeth Galarza’s plans for these proceeds include investing in new cameras and other essential tech equipment for their newsroom, enabling them to continue their critical work in serving the Latinx community.

It’s important to note that Pasa La Voz Noticias’ Día de los Muertos Festival was entirely free for attendees, with sponsors playing a pivotal role in generating the necessary revenue. As Galarza pointed out, “We could make a lot more money. But we want people to experience this cultural celebration. ‘Day of the Dead’ is one of the most meaningful holidays in Mexico.”

For Pasa La Voz Noticias, the successful Día de los Muertos Festival followed robust Hispanic Heritage Month programming, including an engaging kickoff event in Savannah’s Forsyth Park. known as “El Grito,” which not only resonated with the community but also generated $2,400 in profit and engaged 3,700 locals. El Grito de Independencia (or The Independence Cry) occurred in Dolores, Mexico, on September 16, 1810, when Roman Catholic priest Miguel Hidalgo y Costilla rang his church bell and gave the call to arms that triggered the Mexican War of Independence.

As Pasa La Voz Noticias continues to break new ground in community-centered journalism, they demonstrate the significance of fostering a sense of belonging, preserving traditions, and sharing diverse stories that make up the rich tapestry of our communities. 

“As we move forward, events like the Día de los Muertos Festival and El Grito stand as a testament to the power of connecting with our audience on a personal level, creating a platform where their voices, stories, and traditions are uplifted,” Galarza wrote in her newsletter. “This isn’t just reporting. It’s building a stronger, more connected community that we can all be proud to be a part of.”