Maya Richardson, a jingle dress dancer, was the female lead dancer at the Native American Heritage Month Event put on by Schilling Media, Inc. at Pembroke Mall in Virginia Beach.

5 Steps to Hosting Your Own Heritage Month Event

Vincent Schilling

On November 9, I produced a Native American Heritage Month celebration at Pembroke Mall in Virginia Beach. As part of Schilling Media, Inc.’s diversity-oriented outreach programs, I have held this event for the past four years and have achieved success and fantastic comments from the attendees, the mall administrators and the participants.

Some people wonder why we hold the event at a mall, but it makes sense. November is not necessarily weather-friendly and in a mall, many unsuspecting shoppers are treated to Native American culture. It is a good way to educate people who may not know about Native culture.

Over the past four years, I have learned what works and what doesn’t work—anyone can put together their own event. Here are 5 steps to produce your own Native American Heritage Month Celebration.

Plan Ahead

I suggest starting out about nine months ahead of time, call your local mall (or community center or any other appropriate venue) and ask to speak with the person in charge of event planning. Tell them you want to have an event in November and are willing to do all the work. Ask if they have space for dancers to change and eat lunch. Also ask if you can do this at no charge if you promote the mall. Call them again every two months until November to check in.

Get Local Sponsors

Ask local businesses if they would like to support the Native American Heritage Month event with a little money, free lunches, printing of flyers or radio or TV support in exchange for putting their logos in the program, social media support and public thanks at the event. Don’t be afraid to ask, you’d be surprised how many people like to support their community. Not everyone has money, but can offer “in-kind” (non-monetary) donations.

Create a Buzz

Do not slack on this one. Find out if your sponsors are on social media and have your friends support your sponsors. Get the word out as much as possible. In addition, create dynamic flyers—Google Picasa is great free editing software.

Get Performers

Do not just rely on social media to get the word out, make personal phone calls to each dancer, drummer and singer to get them to show up to the event. Also, if you can, compensate them if you get sponsors.

Take Advantage of Media

As the event is a month away, create a well-written press release—a way to tell media about your event—and send it to the local news outlets. Contact local television and radio programs and ask if you can appear on talk shows to plug the event.


You need to be logged in in order to post comments
Please use the log in option at the bottom of this page


Evelyn Conway's picture
Evelyn Conway
Submitted by Evelyn Conway on

I love this idea maybe we cn start 1 over here wit a lil help from everyone i think we cn do this.

Cindy La Marr's picture
Cindy La Marr
Submitted by Cindy La Marr on

But, Indians are more than entertainment at a mall. Heritage month is an opportunity to get word out to schools about more accurate history of the local tribes and what happened to Indians in the founding of this country. Find websites and create curriculum that is grade appropriate. Look at what happened with Idle No More last year. People just thought Indians were having a powwow at the mall. They rarely learned anything from it.