In the vibrant tapestry of cultural celebrations, few events resonate with the infectious rhythm and rich hues quite like Fiesta Macumba. Born from a profound love for Latin music and a fervent passion for diverse cultural experiences, my choice to delve into the depths of Fiesta Macumba is more than an analysis; it's an exploration of the soul-stirring melodies and pulsating beats that have been infusing nightlife in the Netherlands for over a decade.

A Passionate Prelude

My fervor for Latin music stems from a personal connection, tracing back to my roots on the Caribbean island of Sint Maarten. This passion has been an unwavering companion throughout my journey from the sun-soaked streets of Sint Maarten to the dynamic landscapes of the Netherlands, where I currently pursue studies at Inholland University in The Hague. As a student in the International Creative Business program with a minor in Event Experience, the allure of Fiesta Macumba beckoned to me, promising not just an event but an immersive celebration of Latin culture, dance, and music.

The Rhythmic Heartbeat of Fiesta Macumba

Fiesta Macumba is more than a mere event; it's a pulsating heartbeat that has been enthralling audiences with its tropical flavor, encapsulating the essence of Latin American music and dance styles. This analysis is a testament to my personal commitment to exploring and understanding the intricate dynamics of events that celebrate cultural diversity and ignite the spirit of unity.

The Enchanting Night in The Hague

The specific event under scrutiny unfolded in The Hague on the 11th of November, a night when the city became a canvas painted with the vibrant hues of Fiesta Macumba. As we embark on this analytical journey, envision the vibrant dance floors, the eclectic fusion of sounds, and the spirited sense of community that defines Fiesta Macumba. Through this analysis, we'll unravel the layers of this cultural extravaganza, celebrating not only the event itself but the passion that fuels its existence. Join me in exploring the vivid hues of Fiesta Macumba, where every beat tells a story, and every dance step is a celebration of life.

I will use the following models to evaluate the customer journey. Because I was unable to contact anyone from the organization all info was gathered from the internet.

5W1H Analysis:

Who, What, When, Where, Why, How

Purpose: A comprehensive overview that covers the basic elements of the event (Galiana, 2022).

STP Analysis:

Segmentation, Targeting, Positioning

Purpose: Understand the target audience, how they are segmented, and how the event positions itself in the market (Wright, 2022).

Who:

o Organizers, Performers, Attendees

Fiesta Macumba is organized by a dedicated team, Lead by Maurino Alarcón, featuring performances by renowned Latin artists. Attendees include a diverse audience passionate about Latin music and dance (Fiesta Macumba, 2023).

What:

o Latin Music and Dance Festival

Fiesta Macumba is a dynamic festival celebrating various Latin music genres, including Reggaeton, Salsa, Bachata, Merengue, Cumbia, Dancehall, Trap Latino, and Baile Funk (Fiesta Macumba, 2023)..

When:

o Dates and Frequency

Fiesta Macumba occurs regularly throughout the year, creating a consistent opportunity for attendees to immerse themselves in the Latin music experience (Fiesta Macumba, 2023).

Where:

o Venues and Locations

The event takes place in diverse venues, creating an inclusive atmosphere. Specific locations vary, accommodating audiences in different cities and regions.

15 SEP 23 • 23:30 - 04:30 TivoliVredenburg UTRECHT

16 SEP 23 • 23:00 - 05:00 Ampere ANTWERPEN

22 SEP 23 • 23:00 - 04:00 Hedon ZWOLLE

6 OCT 23 • 23:00 - 04:30 Annabel ROTTERDAM

13 OCT 23 • 23:30 - 05:00 Melkweg AMSTERDAM

21 OCT 23 • 23:00 - 04:00 Kiki LEIDEN

27 OCT 23 • 23:00 - 04:30 Doornroosje NIJMEGEN

3 NOV 23 • 23:00 - 05:00 AMAZE AMSTERDAM (Dia de los Muertos )

11 NOV 23 • 23:30 - 04:30 Paard THE HAGUE (Fiesta Macumba, 2023).

Why:

o Purpose and Objectives

Fiesta Macumba aims to create a sense of community, showcase Latin cultural diversity, and provide an engaging and inclusive environment for attendees (Fiesta Macumba, 2023)..

How:

o Execution and Logistics

The event is meticulously planned, incorporating dynamic performances, interactive activities, and collaborations to ensure a seamless and enjoyable experience for attendees (Fiesta Macumba, 2023)..

Segmentation:

o Demographic, Psychographic, Behavioral

Fiesta Macumba targets a diverse demographic, including age groups (18-35), psychographic segments passionate about Latin culture, and behaviorally, those inclined towards dance and vibrant music experiences (Fiesta Macumba, 2023)..

Targeting:

o Focused Marketing and Engagement

The event targets individuals interested in Latin music and culture, utilizing focused marketing campaigns on social media platforms, engaging influencers, and collaborating with local businesses to enhance visibility (Fiesta Macumba, 2023)..

Positioning:

o Unique Selling Proposition (USP)

Fiesta Macumba positions itself as a premier Latin music celebration, offering a unique blend of music genres, interactive experiences, and a vibrant atmosphere, distinguishing it from other cultural events (Fiesta Macumba, 2023).

When it comes to promotion and marketing the event the fiesta macumba team mainly used online marketing. Such as the following:

Facebook & Instagram:

On Instagram they ran an engagement campaign for a chance to win two tickets for the event.

The tone they use in their marketing is very energetic, informative and welcoming here is an example text:

Antwerp! On Saturday, September 16th, your favorite Latin American party is coming to Ampere!🥵💃🏻 We can’t wait to see you all again.🥰❤️ Make sure you bring your best party outfit, dance moves and a big smile, because it’s going to be a Fiesta Macumba you will never forget!🤩💛(Fiesta Macumba, 2023).

Attending Fiesta Macumba proved to be an exhilarating night filled with pulsating rhythms, vibrant energy, and a captivating fusion of cultures. From the moment the music started to the final encore, the atmosphere was charged with infectious enthusiasm. Accompanied by one of my best friends, Elber, we dove into a sea of rhythm, meeting fellow minor mates and reconnecting with alumni from The Hague. The venue pulsated with a mix of Latin beats, Afro-Caribbean vibes, and a diverse crowd united by the universal language of music. The night unfolded seamlessly, culminating in a memorable experience that extended until the lights signaled the end.

Reflection using the Experiential Learning Model (Kolb's Cycle):

Concrete Experience:

The vibrant beats, diverse crowd, and the joyous ambiance created a sensory-rich experience.

Connecting with minor mates and alumni added a personal touch to the event.

Reflective Observation:

The diverse audience reflected the universality of music in bringing people together.

Observing the seamless integration of cultures and the collective enjoyment emphasized the power of shared experiences.

Abstract Conceptualization:

Recognizing the role of cultural diversity in shaping the dynamic atmosphere at Fiesta Macumba.

Understanding that music serves as a bridge, transcending cultural boundaries and fostering a sense of unity.

Active Experimentation:

Integrating the lessons learned into future event planning for Mosaic Events.

Exploring ways to infuse cultural diversity into event experiences to enhance audience engagement.

Learning Outcome:

The Fiesta Macumba experience reinforced the importance of cultural inclusivity in event planning.

Recognizing the potential of diverse music genres to create an inclusive and celebratory atmosphere.

Personal Development:

The experience enhanced my appreciation for the role of music in creating a sense of community.

Strengthened connections with minor mates and alumni contributed to a broader network.

Action Plan:

Incorporating elements of cultural diversity and inclusive music selections in future Mosaic Events.

encouraging a sense of community by encouraging connections among attendees (Cloke, 2023).

In conclusion, the Fiesta Macumba experience served as a catalyst for deeper insights into the transformative potential of music in creating inclusive and memorable event experiences. The reflective process aligns with Kolb's Experiential Learning Model, paving the way for continuous improvement and enriched event planning strategies.