The Essence Festival of Culture made a way out of no way when then-Mayor Marc Morial worked with the Black publishing company to celebrate its in New Orleans at what was then the Louisiana Superdome. With a music lineup that included Aretha Franklin, Patti LaBelle, and Luther Vandross, more than 140,000 people attended what was planned as a one-time event.
It was so nice they had to do it twice. Then, again, and again, and again. For .
Now, between 400,000 and 500,000 attend these days.
Few people seem to remember, but that festival included more than music. There were books.
Vera Warren-Williams, aka Mama Vera, was there with books from the Community Book Center. The fest was quite local with big-name acts and New Orleans culture through and through. Many local businesses latched on, got connected and became integral parts of the event for years. Things changed in 2012 when Time-Warner bought the Essence brand, name, operations and the Essence Festival. Mama Vera and others were out. Others replaced them.
Sundial Media took over in 2018, and things have been evolving. Some locals are involved. Some couldn’t live up to higher expectations. The event is becoming international with New Orleans essence.
Times-Picayune columnist Will Sutton on Thursday, September 12, 2019.
STAFF PHOTO BY CHRIS GRANGER
At the end of a cookbook talk at the Community Book Center on Sunday afternoon, Mama Vera broke the news to those gathered inside the Bayou Road store. With a big smile on her face and her head proudly nodding to the right side, she pulled a microphone close to her mouth and announced the selection of her store as the official Essence Festival book partner. “We’re back.”
The seated and standing audience erupted with applause and cheers. Customers rushed to congratulate Mama Vera. “It’s about time,” said one. “Yeah ya right,” said another.
The Garden District Book Shop in New Orleans was the official festival book partner in 2018 and 2019. Mahogany Books, an independent Black bookstore in Washington, has worked with Penguin Books as its official book partner since.
In a statement, Essence confirmed the selection of Mama Vera and her store, naming it “the Official Community Book Partner of Essence Festival of Culture 2026.” Essence said Mama Vera has a “40+ year legacy of Black literary life” to Essence’s 30-plus years in New Orleans. The company described the CBC as “one of the city’s most enduring cultural institutions.”
Mama Vera told me, “CBC returning as the bookstore represents an opportunity for economic growth and resources to remain in our community.” She added, “Hopefully, our return symbolizes a new chapter, one that preserves the spirit of CBC’s original mission while embracing a fresh vision centered on the possibilities of more exposure and inclusion of other local Black businesses.”
As many say these days, “That 貹!”
Black businesses and Black people in New Orleans have been counting on Essence to share the wealth and to showcase local businesses, culture, entertainment, food and more of the flavor that only New Orleans can serve. Recent changes damaged relationships and the Essence brand. But anyone who wants to share the wealth has to meet and exceed expectations in a business relationship.
I broke the news to New Orleans City Council member Eugene Green. He was excited and happy for Mama Vera. “This is the kind of thing we New Orleanians want” from an “event that has benefited so much from our hospitality.”
Green said the selection of the Community Book Center is huge, the type of community connection that he and others want to see the festival make.
Choosing Mama Vera and the Community Book Center as the official book partner is a smart move, one that will resonate with many in the community who love the Essence Festival. Mama Vera is a treasure in our community. Her commitment to the community goes beyond building and maintaining a successful business. Mama Vera and Mama Jennifer (Turner) at her side are respected members of the community. These are people who are consulted and asked for advice and counsel. They provide encouragement, inspiration and motivation.
I’m not sure Essence knows what they’ve done. They’ve gained a partner, a cheerleader and an advocate who has the ears of many.
“If you haven’t been going, for whatever reason, I invite you to come back,” Mama Vera told book talk visitors. “I encourage you to come back.”