The Bacolod City Tourism Office and the Bacolod Gugma Foundation are engaging major shopping malls to enhance visitor experience and boost local economic activity during the MassKara Festival in October.
The 46th edition of the world-renowned festival, which showcases street dancers donning carnival-inspired costumes and masks, is set from Oct. 1 to 19.
In a statement on Friday, the chief tourism operations officer, Ma. Teresa Manalili said mall managers and retail store representatives have shared insights and proposals on promotion and marketing initiatives that will complement the official festival activities.
These include executives from SM Supermalls, Ayala Malls, Robinsons Malls, and CityMall, as well as homegrown retail establishments GT 888 Mall, Lopue’s East, and Lopue’s San Sebastian.
“Retail establishments play a crucial role in enriching visitor experience. Through this partnership, we are ensuring that tourists and Bacolodnons will enjoy a vibrant, festive atmosphere that extends beyond the main festival sites,” Manalili said.
Councilor Jason Villarosa, chairman of the City Council’s committee on tourism, underscored the “importance of synergy between the public and private sectors” for the success of the festival.
“The MassKara Festival is not only a celebration of Bacolod’s identity, but also a vital driver of economic growth for local businesses,” he said.
Festival director and Bacolod Gugma Foundation president Rodney Ascalon said that with the city’s major malls on board, tourists and locals can “expect a festival vibe that goes beyond the streets and into our shopping centers.”
“We warmly welcome this collaboration and are grateful that some of our concerns have now been heard and addressed. This effort strengthens the inclusivity of the MassKara Festival, ensuring that both businesses and communities benefit from it,” he added.
The festival’s highlight weekend is set from Oct. 17 to 19, and for the first time, a grand after-party will be held on Oct. 26.
This year’s festivity will feature almost three weeks of parades, concerts, cultural shows, sports tournaments, food fairs, and community-driven events.*PNA