A CHAT WITH KELLI LEMON ABOUT SATURDAY’S HEART & SOUL BREW FESTIVAL

“There are plenty of festivals in RVA that highlight other cultural experiences and I love that the #HeArtandSOULBrewFest speaks directly to us.”- Kelli Lemon, creator of the HeART & Soul Brew Festival

This Saturday marks the 4th Annual HeART & Soul Brew Festival at Hardywood. The festival starts at 1 PM and features 8 hours of Urban Art, Dope Entertainment, Soul Food and Craft Beers! FREE! Open to the public and family-friendly!

I chatted with the festival founder Kelli Lemon about what makes this event so amazing for Richmond. Here are some of the quotes.

Cheats: What possessed you to create this amazing festival?

Kellz: This festival was created for the new black Richmonder at a time when we felt ignored by the growing “RVA” movement. There are plenty of festivals in “RVA” that highlight other cultural experiences and I love that the #HeArtandSOULBrewFest speaks directly to us. I was very intentional about having majority-black vendors at this event. After the first fest in 2016, we had 1000+ black folks in the rain – at a brewery, they’ve never heard of – and had never been too – and they liked the beer, too (lol). I knew this was something that needed to happen annually and I could pull in my resources to expand the event.

Cheats: How is Saturday’s festival different from years past?

Kellz: Thanks to the Brewers Association’s Diversity and Inclusion Grant (we were one of six to receive the grant nationally), we were able to close Ownby Lane to expand the food options. We’ve added a Fun Zone which has the “Girls Just Wanna Have Fun Stage” outside with some of the dopest and youngest female DJ’s in RVA. We also created an interactive art lounge, beer tasting experience, and for the first time at a Richmond festival, the VMFA on the Road truck is pulling up! I definitely thought of a full family experience this year.

Cheats: What do you want people to take away from the event?

Kellz: I want people to be filled with heart and soul – with good ole Richmond “community.” I want people to talk about what they did when they get back home. I want people to continue to support the “new vendor” they just learned about. I want people to be energized with excitement about what black Richmond has to offer beyond this festival.

Cheats: Why did you decide to have the festival at Hardywood?

Kellz: The owners of Hardywood were generous to open their entire Richmond facility to us to create this festival (and provide financial support) because they recognized the lack of diversity (minorities and women) within the craft beer industry. I am thankful that they allowed me to introduce black Richmond to Hardywood in “our own way”! Also, the property is beautiful and perfect for our set up. It’s in the City of RICHMOND – that makes it even more special to me.

Cheats: Thanks, Kelli. I hope everyone comes out to the HeART and Soul Brew Festival on Saturday, from 1 PM to 9 PM at Hardywood.