The basics:
- Newark Alliance unified the Downtown District and Visitors Bureau in 2025
- Organization expanded tourism, events and inclusive economic growth efforts
- Major festivals and activations drove foot traffic and small business support
- Alliance helped position Newark for global attention ahead of 2026 World Cup
2025 marked a defining year of growth and evolution for Newark Alliance – one that reshaped the organization, deepened its impact and further positioned Newark as a destination.
Over the course of the year, Newark Alliance unified major city-serving organizations under one shared vision, expanded its role as a driver of inclusive economic growth, activated downtown through high-impact events and destination marketing initiatives, and helped prepare Newark to welcome the world during the 2026 FIFA World Cup.
The year culminated with Gov. Mikie Sherrill tapping Newark Alliance President and CEO Evan Weiss to lead the New Jersey Economic Development Authority.
At the heart of this transformation was a landmark announcement in July 2025 that formally united the Newark Downtown District and the Greater Newark Convention and Visitors Bureau under the Newark Alliance.
Approved unanimously by the Newark City Council, the consolidation brought together economic development, community development, tourism, strategic initiatives, and more into a single organization working in partnership with the City of Newark, Invest Newark and anchor institutions across the city. Mayor Ras Baraka framed the unification as both a strategic alignment and a reflection of Newark’s growing national prominence.
“As we continue to rise in national prominence for living, working, visiting and investment, the City of Newark is combining our efforts toward being a global destination into one unified vision, under one roof,” said Baraka in July. “This strategic alignment will increase accountability and allow us to achieve a wide spectrum of shared goals in this time of incredible growth, momentum, and opportunity.”
Priorities
The expanded Newark Alliance is structured to focus on four core priorities:
- Keeping downtown clean, safe and vibrant;
- Attracting visitors, residents and corporations;
- Supporting businesses from home-grown entrepreneurs to global firms; and
- Leading strategic initiatives that address Newark’s biggest challenges, including health care access and affordability.
Its governing board grew to 15 members, incorporating leadership from the former NDD and GNCVB boards alongside senior city officials. The updates reinforce the collaborative public-private model that has defined Newark’s progress.
“This consolidation will have a meaningful impact on our community’s future growth, contributing mightily to business attraction, downtown development, and Newark’s brand,” said Weiss, who served as president and CEO of Newark Alliance since 2021. “Bringing such a talented team together under one banner allows us to operate at greater scale and help shape Newark’s next chapter.”
On the calendar
Throughout 2025, the Newark Alliance made a visible, on-the-ground impact through a robust calendar of events and destination marketing initiatives designed to drive foot traffic, support local businesses, and showcase Newark’s culture. In addition to leading up to the unification, the activity also followed the launch of the united vision through the second half of the year.
Last March, Newark Fan Fest launched in conjunction with March Madness. The NCAA East Regional took place at Prudential Center, welcoming an estimated 19,000 visitors to downtown Newark. Through a mobile passport, local business promotions, pop-up marketplaces and tourism ambassadors on the street, Fan Fest connected visitors and residents alike to Newark’s Arts and Education District, showcasing the Brick City’s dining, nightlife and culture.
That momentum carried into the summer with the launch of Experience Newark: Festivals & Flavors, a season-long initiative pairing major cultural events, such as Prudential North to Shore Festival, with curated dining itineraries, exclusive restaurant deals and a digital passport guiding visitors through Newark’s culinary districts. By intentionally linking performances, festivals, and nightlife with locally owned restaurants and bars, the campaign highlighted Newark’s diverse, globally inspired food scene while driving sustained economic activity for small businesses.
All about FUN
Community-centered festivals remain a cornerstone of the Alliance’s work. At the heart of Newark’s cultural calendar in 2025 was Festivals United Newark. The coalition of the city’s most beloved festivals and cultural events was funded through a $1.5 million grant from the NJEDA and coordinated in partnership with the Newark City Parks Foundation. From the Juneteenth Cookout at Harriet Tubman Square to the iconic Lincoln Park Music Festival to the high-energy Halsey Festival and the festive Newark Winter Village, FUN’s calendar was packed with cultural celebrations, live performances and community-driven experiences.
Events such as Newark LGBTQIA+ Pride Week and the glamorous Gold Ball at The Newark Museum of Art, which kicked off the Newark Arts Festival, offered residents and visitors opportunities to connect, celebrate the arts and engage with Newark’s creative economy.
Signature FUN events demonstrated the scale and diversity of Newark’s cultural life. The City of Newark’s Juneteenth Cookout at Harriet Tubman Square provided 1,200 free meals from local vendors, featured local merchandise vendors, and offered family-friendly programming rooted in history and community. Newark’s 20th Anniversary LGBTQIA+ Pride Week spanned an entire week of events in July, from a Pride Flag Raising at City Hall to a parade and festival at Mulberry Commons.
Even more festivals
AfroBeat Fest at Military Park brought together live music, dance, food, fashion and storytelling from across the African Diaspora, supporting more than 200 vendors and showcasing Newark’s global cultural connections.
The 20th Annual Lincoln Park Music Festival – arguably Newark’s largest festival – drew more than 50,000 attendees across multiple days, featuring genre-spanning performances, cultural programming and a Sustainable Living Community Village addressing key social determinants of health.
Halsey Festival returned in September as Newark’s signature celebration of small business, creativity, and community, activating the historic Halsey Street corridor with more than 70 vendors, live performances, free health screenings and youth programming.
As the year turned toward winter, Downtown Newark for the Holidays and Newark Winter Village brought seasonal energy and activity to the city.
Newark Winter Village, held at Mulberry Commons as part of FUN, welcomed more than 11,000 attendees in 2025, offering ice skating, ice go-karts, live entertainment, private igloos and an expanded holiday marketplace featuring local vendors.
Next up: World Cup
Collectively, these initiatives reinforced Newark’s identity as a city where culture, commerce and community intersect – and positioned Newark for what lies ahead.
With the 2026 FIFA World Cup headed to the region in just a few months, Newark is set to be at the center of global festivities, with downtown, cultural institutions and public spaces ready to welcome visitors from around the world; and plans for World Cup-associated events, exclusive hospitality packages, restaurant specials and city-wide Fanfest celebrations.
“Last year, we built on several tourism initiatives that spotlighted Newark’s vibrant downtown and strengthened the city’s role as a prime destination,” Ashley Mays, chief marketing officer at Newark Alliance and president of Newark Happening (the city’s destination marketing function), told NJBIZ. “Now, with many activations in the works and the World Cup on the horizon, we’re excited to carry that momentum forward through meaningful experiences and programming throughout the year.”
“The continued success of Newark Winter Village and of activations happening across the city comes from celebrating Newark’s authentic, inclusive culture,” City of Newark First Lady Linda Baraka, producer of Newark Winter Village, told NJBIZ. “By bringing together traditions and experiences that truly reflect our city, we attract new audiences, drive growth and expand while remaining rooted in community.”
CEO’s next chapter
The year concluded with a moment that underscored Newark Alliance’s growing influence beyond city borders. In December, Sherrill announced Weiss would serve as the next CEO of the NJEDA. In that role, Weiss will work with state leadership to expand access to capital, support small and minority-owned businesses, drive innovation, and ensure that economic growth delivers real affordability and opportunity for families across New Jersey. The NJEDA board approved the hiring Jan. 28.
“I’m excited to hit the ground running and work to create new jobs by expanding opportunity, supporting businesses of all sizes, building up strategic innovation industries, and strengthening communities across the state,” said Weiss. “It’s an honor to return to public service and lead the NJEDA in its next chapter.”
His appointment reflects both his leadership and the Newark Alliance’s emergence as a model for inclusive, results-driven economic development. And now, as Weiss moves to the NJEDA, the organization he exits looks to build on his legacy as it embarks on this next chapter.
All told, 2025 was not just a year of activity for Newark Alliance, but a year of alignment, scale and momentum. “Looking ahead, our goal is to continue building traditions that Newark families and visitors can return to year after year,” Linda Baraka said.
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