Case Study: Jackson Hill’s Halloween Community Arts Festival

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Timeline: October 2022
Project Type: Community Arts Programming, Event Production
Services: Strategic Planning, Project Management, Branding & Marketing
Clients/Partners: Jackson Hill Pop-Up Market, Jersey City Economic Development Corporation (JCEDC)
Producer: Victoria Velazquez

Overview & Objective

The Jackson Hill Pop-Up Market presents Jackson Hill’s Creepy Corner, a Halloween-themed community festival and live music event produced in partnership with the Jackson Hill Pop-Up Market and the Jersey City Economic Development Corporation (JCEDC). Designed as a neighborhood-centered activation, the event brought together families, artists, and small businesses for a vibrant, culturally rooted celebration. The objective was to elevate arts access, support local entrepreneurship, and foster civic pride through free, inclusive programming in Jersey City’s Jackson Hill neighborhood.

Strategy & Execution

Brand Strategy & Community-Building

Victoria led both the creative and strategic direction of the event, centering cultural relevance, local pride, and family-friendly programming. Drawing on her previous work with the Jersey City Mayor’s Office—particularly the 2015 relaunch of the Mary McLeod Bethune Life Center—she envisioned the event as a Halloween celebration deeply rooted in community values. The lineup featured live performances from Jersey City-based musicians, along with free family portraits and resource tables offering information on affordable housing and voter education—making the event both festive and meaningful. VPM’s marketing strategy prioritized community visibility and organic engagement. Leveraging social media through featured performers and local vendors, activating the JCEDC newsletter list, and partnering with the Jersey City Office of Cultural Affairs, VPM ensured organic outreach. This hyperlocal approach helped drive strong attendance while reinforcing the event’s accessibility and mission.

Fundraising & Budgeting

Victoria structured the event budget through VPM’s fiscal sponsorship program, combining private donations with public funding from the Jersey City Arts Council and the Office of Cultural Affairs. JCEDC provided in-kind support, including venue space, technical equipment, and operational staffing. This hybrid approach enabled a no-cost experience for attendees while supporting fair wages for artists and workers.

Strategic Partnerships & Institutional Leverage

By aligning with JCEDC, the Jersey City Arts Council, and Cultural Affairs, the project became a model of civic and cultural collaboration. VPM prioritized local vendors from JCEDC’s entrepreneurship pipeline, ensuring the event not only showcased Jersey City talent but also invested in its small business ecosystem.

Legacy | Community | Brand Framework

Victoria used her proprietary framework to ensure long-term cultural value and neighborhood relevance:

Legacy: Reputation | Credibility | Resources

  • Reputation: The event built on the community trust of the Jackson Hill Pop-Up Market, a city-backed initiative launched by Council President Joyce Watterman to support neighborhood entrepreneurship.

  • Credibility: Sponsored by JCEDC and the Jersey City Arts & Culture Trust Fund, the event positioned local arts programming as essential civic engagement.

  • Resources: JCEDC provided venue access, tech support, and vendor coordination; VPM managed design, production, and fundraising..

Community: Voice | Culture | Engagement

  • Voice: Local performers and community leaders were centered throughout the program, giving the event an authentic, homegrown feel.

  • Culture: Rooted in Halloween traditions and neighborhood pride, the event offered a culturally familiar setting while introducing new arts experiences.

  • Engagement: Outreach leveraged word-of-mouth, local organizations, and targeted social media to activate audiences from Jackson Hill and surrounding neighborhoods.

Brand: Story | Offering | Impact

  • Story: Creepy Corner reframed Halloween as a platform to celebrate local culture, uplift community talent, and share civic resources in a joyful, safe setting.

  • Offering:Free admission, live music, family portraits, vendor booths, and public services created a multifaceted, high-touch community experience.

  • Impact:

    • 300+ attendees from the Jersey City community

    • 50 local creative professionals and cultural workers hired

    • Strengthened trust and collaboration between local government, artists, and residents

Metrics & Results (2022)

  • 300+ community members in attendance

  • 50+ local creatives hired, including artists, photographers, vendors, and crew

  • 100% vendor sell-through reported by participating businesses

  • Expanded access to local resources, including affordable housing info

  • Strengthened institutional trust through collaboration with JCEDC and city partners

Conclusion & Looking Ahead

Jackson Hill’s Creepy Corner demonstrated the power of hyperlocal cultural programming when backed by a thoughtful strategy and strong civic partnerships. By marrying artistry with economic opportunity, the event became a case study in values-aligned cultural production.


Victoria plans to expand this format into a replicable seasonal program that supports neighborhood revitalization, community storytelling, and economic development—making arts engagement both joyful and transformational.