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    Every year, Essence Festival of Culture invites over 500,000 people to New Orleans, the home of over 350,000 local residents. Whether you’re flying in or live in the wards, a single-day ticket holder or spending the entire weekend with us, knowing what’s going down within the community is just as important as the Superdome. All weekend long, local activations have the same celebratory message: Rooted in New Orleans. Made for the city. That’s the tagline for the Virgin Hotel’s “Homegrown,” a day party on the rooftop of Virgin Hotels on July 4th. 

    “Homegrown was created from a very personal place,” Amari Hurst, the hotel’s Marketing Coordinator, tells ESSENCE. “As someone born and raised in New Orleans, I wanted to build a space during Essence weekend that felt rooted in the people, culture, and community that make this city what it is.” On the hotel’s 13th floor, the Homegrown poolside party at Pool Club + Dreamboat doesn’t require any swimwear. Instead, you can expect to feel the spirit of the city through DJ Phelgm, sip on a cocktail shaken by Erika Flowers, and get social with the vendors who call New Orleans home. 

    If you’ve been at the convention center all morning, there’ll be a dedicated station to freshen up before you head to the Superdome. From touching up your lip to reapplying sunscreen, or even trying out a new product you got from the Beautycon stage, get yourself photo-ready. Literally! The party’s PHODAT photo activation will make your beauty moment last forever. Then, grab a bite, be ready for a few giveaways, or just lounge poolside to take in the air. 

    Outside of Festival, Homegrown will be your local third space for connection during the weekend. “Essence brings the world to New Orleans,” Hurst says. “Homegrown is our way of celebrating the locals, creatives, vendors, bartenders, and tastemakers who carry that spirit year-round.”

    RSVP to attend Homegrown at the Virgin Hotels for free here

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