How A Festival Blends Culture, Tourism, And Economic Impact
Thu Feb 05 2026
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Big flavor meets big vision. We sat down with Marcus, founder and CEO of the Black Food Truck Festival, to unpack how a community-first idea became a 20,000-person destination weekend that’s now measured at $10.2 million in economic impact for Charleston. He traces the journey from a post-pandemic launch to a two-day experience that brings in 84% of attendees from outside the Tri-County area and 70% from out of state, turning Charleston into a must-visit hub for Black culinary culture and live music.
We go inside the blueprint: why the festival invests in live bands, day parties at multiple bars, and family-friendly spaces to create an immersive, all-day flow. Marcus explains the vendor mix—Gullah-Geechee staples, African cuisine, soul food riffs, hibachi mashups, empanadas, seafood, wings, desserts, and strong vegan options—and the reality of lines at scale. He’s transparent about the headwinds too: sponsorship dollars tighten as alcohol spending dips, venue costs climb, and production expenses grow. The response is smarter marketing: a YouTube strategy for long-form performance videos, storytelling that highlights vendor success, and a 20,000-strong email list that fuels merch, premium offers, and year-round engagement.
You’ll also hear how the team builds a better guest experience with a shaded VIP lounge, private restrooms, early entry, small bites, and an open bar—plus safety upgrades like expanded EMS, water partnerships, and a push for hydration stations. We discuss values-driven choices, including turning down misaligned sponsors to protect a welcoming space, and a forward path that includes expanding to mar
Make your tax dollars matter! ✅ Through SCRA’s Tax Credit Program, you can redirect your state tax dollars to help create jobs, strengthen our economy, and even save lives by fueling groundbreaking innovations.
Other reasons to give:
💰 Cash-flow savings
🏅 Recognition as an SCRA innovation economy leader
🎟️ Exclusive invites to SCRA-hosted events
❤️ Improves quality of life in S.C. and beyond
To learn more, visit
Support the show
Title Sponsor: Charleston American Marketing Association
Presenting Sponsor: Charleston Media Solutions
Annual Sponsor: SCRA; South Carolina Research Authority
Quarterly Sponsor: King and Columbus
Cohosts: Stephanie Barrow, Mike Compton, Rachel Backal, Tom Keppeler, Amanda Bunting Comen
Produced and edited: RMBO Advertising
Photographer | Co-host: Kelli Morse
Score by: The Strawberry Entrée; Jerry Feels Good, CURRYSAUCE, DBLCRWN, DJ DollaMenu
Studio Engineer: Brian Cleary and Mathew Chase
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How are we doing? Who do you want to learn from next? Text us with notes and ideas. Big flavor meets big vision. We sat down with Marcus, founder and CEO of the Black Food Truck Festival, to unpack how a community-first idea became a 20,000-person destination weekend that’s now measured at $10.2 million in economic impact for Charleston. He traces the journey from a post-pandemic launch to a two-day experience that brings in 84% of attendees from outside the Tri-County area and 70% from out of state, turning Charleston into a must-visit hub for Black culinary culture and live music. We go inside the blueprint: why the festival invests in live bands, day parties at multiple bars, and family-friendly spaces to create an immersive, all-day flow. Marcus explains the vendor mix—Gullah-Geechee staples, African cuisine, soul food riffs, hibachi mashups, empanadas, seafood, wings, desserts, and strong vegan options—and the reality of lines at scale. He’s transparent about the headwinds too: sponsorship dollars tighten as alcohol spending dips, venue costs climb, and production expenses grow. The response is smarter marketing: a YouTube strategy for long-form performance videos, storytelling that highlights vendor success, and a 20,000-strong email list that fuels merch, premium offers, and year-round engagement. You’ll also hear how the team builds a better guest experience with a shaded VIP lounge, private restrooms, early entry, small bites, and an open bar—plus safety upgrades like expanded EMS, water partnerships, and a push for hydration stations. We discuss values-driven choices, including turning down misaligned sponsors to protect a welcoming space, and a forward path that includes expanding to mar Make your tax dollars matter! ✅ Through SCRA’s Tax Credit Program, you can redirect your state tax dollars to help create jobs, strengthen our economy, and even save lives by fueling groundbreaking innovations. Other reasons to give: 💰 Cash-flow savings 🏅 Recognition as an SCRA innovation economy leader 🎟️ Exclusive invites to SCRA-hosted events ❤️ Improves quality of life in S.C. and beyond To learn more, visit Support the show Title Sponsor: Charleston American Marketing Association Presenting Sponsor: Charleston Media Solutions Annual Sponsor: SCRA; South Carolina Research Authority Quarterly Sponsor: King and Columbus Cohosts: Stephanie Barrow, Mike Compton, Rachel Backal, Tom Keppeler, Amanda Bunting Comen Produced and edited: RMBO Advertising Photographer | Co-host: Kelli Morse Score by: The Strawberry Entrée; Jerry Feels Good, CURRYSAUCE, DBLCRWN, DJ DollaMenu Studio Engineer: Brian Cleary and Mathew Chase YouTube Facebook Ins...