Tuesday, March 24 · El Criollo Restaurant, Newark, NJ · Partner: Invest Newark

Speakers: Ashley Mays, Chief Marketing Officer, Newark Alliance & President, Newark Happening · Emily Manz, Chief Business Development Officer & Director of Marketing, Invest Newark · Victoria Walker, Director, Arts & Education District, City of Newark · Jennifer Edwards, Founder, JENN The Creative Agency

The first session brought together city officials, marketing leaders, and an event production expert to give Newark business owners a foundation for activating around the tournament — from permitting to building an event that turns a good idea into a profitable, repeatable experience.

NEWARK’S MARKETING MACHINE

Ashley Mays opened by reframing Newark’s position. The city does not need to be sold as a soccer destination — it needs to ensure that once visitors arrive, local businesses are visible and top of mind.

Newark Alliance is launching a marketing campaign anchored by newarkhappening.com — the central hub for the tournament in Newark. The campaign deploys targeted digital ads, billboard and transit advertising, social media and influencer partnerships, and on-ground ambassadors at Penn Station, Mulberry Commons, and key intersections, directing visitors to local businesses.

A fan festival at Mulberry Commons on June 24 — the day before a marquee match at MetLife Stadium — is expected to draw 10,000 to 12,000 people, with Newark businesses receiving priority access to vending spots. Newark Restaurant Week will also be relaunched during the tournament window to drive visitor foot traffic into local establishments.

Emily Manz highlighted the 2026 Ready, Set, Goal! Business Support Grant Program — $75,000 distributed in increments of up to $5,000 to approximately 15 businesses. Funds may be used for marketing, event programming, equipment, inventory, and other investments that help businesses serve visitors during the tournament. A compelling business case matters more than event type — apply even if the event is not exclusively tournament-themed.

Key resources: newarkhappening.com · nynjfwc26.com · @NewarkHappening and @NewarkAlliance_60 on Instagram

 EVENT PERMITS: WHAT YOU NEED TO KNOW

Victoria Walker confirmed that the Arts and Education District will serve as the cultural hub for tournament-related programming in downtown Newark. All events impacting public space require a Special Event Application through the city’s online portal, reviewed simultaneously by police, fire, health, DPW, and engineering.

What to know before you apply: submit early, permit slots fill up fast. Provide detailed estimates on attendance, street closures, and setup times. Insurance of at least $1 million is required; existing business insurance typically qualifies. Day-of-event insurance is available for those without coverage. Sidewalk seating requires a separate permit through the city’s licensing office, Room B17. Private patio space does not require a Special Event Application and is eligible for Newark Alliance grant funding. Watch party broadcasting requires compliance with viewing licensing rules; confirm with the New York New Jersey Host Committee before promoting. 

HOW TO HOST A SUCCESSFUL EVENT: THE FRAMEWORK

Jennifer Edwards, founder of JENN The Creative Agency, closed the session with a three-part framework built on nearly 20 years of experience spanning L’Oreal, PepsiCo, the Brownell Block Party, and the Newark Winter Village Holiday Market.

 Step 1: Define It. Every event needs a mission statement before a dollar is spent. Build it around four questions: What is the event? Who is it for? Why are you hosting it? How will you know if it succeeded? A simple structure: We are hosting [event] for [target market] to [purpose]. This will be successful if [success metric]. The target market cannot be everybody — if it is, it is effectively no one.

Step 2: Design It. Map the user journey from the moment a guest hears about the event to the moment they leave. Marketing must match the actual experience. Think through every detail — entry points, flow, food and beverage capacity, ending cues, staff needs, and what happens after. Create at least one shareable moment — a photo frame, branded cup, photo booth, or printed napkins. Guests who photograph it become the marketing engine for your next event.

Step 3: Secure It. Build the full budget from the mission statement, then make hard decisions about what is essential and what is extra. Pursue grants from Invest Newark and Newark Alliance — apply with a fully developed plan, not a placeholder. Reach out to sponsors via LinkedIn and your network; both official tournament sponsors seeking local partners and non-official sponsors looking to participate are worth targeting. Contact your insurance provider before the event — general liability, event cancellation, and vendor insurance are most commonly needed. The $1 million requirement typically costs a few hundred dollars per day.

KEY TAKEAWAYS — WORKSHOP #1

• Submit events to newarkhappening.com now — the marketing campaign is built around that calendar.
• Apply for the 2026 Ready, Set, Goal! Business Support Grant — up to $5,000 per business
• File your Special Event Application early — permit slots fill up.
• $1 million in event insurance is required for all public activations
• Watch party broadcasting requires licensing compliance — confirm before promoting.
• Write a mission statement before spending a dollar.
• Map the user journey from arrival to departure.
• Create a shareable moment to turn guests into marketers.
• Six off days in the entire six-week tournament — every day is an opportunity.

Ready, Set, Goal! was a four-session series completed in March and April 2026. Workshop recaps will be added to this article throughout the week. To learn more, visit shccnj.org.

This series was made possible through the partnership of the Statewide Hispanic Chamber of Commerce of New Jersey, Invest Newark, and LISC New Jersey.