CASE STUDY
City of Northampton
SALSA IN THE PARK
Dancing Across the Divide
Challenge
Northampton, Massachusetts is a cultural destination—robust live music, acclaimed restaurants, thriving nightlife. Yet it faced an invisible gap: zero outdoor public dancing and nothing intentionally designed to bridge its 80% white population with thriving Latin communities within Northampton, in neighboring cities, and beyond.
Within 50 miles sat one of the nation's largest Puerto Rican populations—over 200,000 residents concentrated along the I-91 corridor, including Holyoke with the highest Puerto Rican concentration per capita in the US (45%) and Springfield with 59,000 Puerto Ricans (38% of city)—yet Northampton's summer programming remained almost exclusively white-oriented.
The newly renovated Pulaski Park sat in downtown's heart, perfect for community gathering—but its potential as an all-embracing civic hub had yet to be realized.
How do you diagnose a gap no one else sees? How do you design programming that genuinely integrates communities rather than tokenizing one group? How do you generate economic activity while creating authentic cultural connection?
This required understanding salsa's fundamental appeal—Puerto Rico's cultural lifeblood—not just the dancing, but the music, culture, style, flavor, passion, and intergenerational community that makes it universally accessible—and the strategic vision to create what most institutions can't: programming that genuinely bridges demographic divides.
Solutions
The nuts and bolts of my program proposal came from insight I’d gathered from my own lived experience dancing in Latin communities.
Since 2011, I had attended salsa socials throughout the Pioneer Valley—hundreds over seven years, including hosting private salsa house parties (30-50 attendees) that successfully blended folks from Springfield and Holyoke with those from Northampton, Amherst, and the surrounding Valley towns. Regular at Latin nights at the Iron Horse, Hadley's American Legion, and many other venues, I'd spoken with dozens of dancers from across the region, understanding their behaviors, travel patterns, and preferences.
The critical observation: While indoor paid salsa events thrived nightly and Springfield's Salsa Pa'Fuera drew local Puerto Rican crowds on Sundays, no programming targeted the untapped intersection—outdoor salsa attracting both Latin communities and local residents seeking summer entertainment.
I recognized salsa's capacity to build genuine community across demographic lines. I'd witnessed this in dozens of cities worldwide. The missing piece wasn't salsa culture; it was strategic placement. Publicly available census data confirmed the scale—over 200,000 Latino residents within 50 miles—but data alone doesn't create programming. Cultural fluency plus strategic vision does.
I proposed monthly cadence (June, July, August) rather than weekly. Monthly creates occasions worth planning for—rarer, more special, justifying regional travel.
Most salsa events occur late evening after dinner. I proposed a 7PM start time with lessons first—creating economic activity: attendees from Springfield and Holyoke plus Hartford, Worcester, Albany, Boston arrive early, eat dinner, grab dessert, shop downtown. Pulaski Park sits directly across from dozens of restaurants, bars, shops. I quantified this: “200-400 additional consumers each night” with disposable income traveling significant distances.
Thirty-minute free beginner lessons (no partner required) made entry accessible while remaining integral to building cross-experience community.
The redesigned Pulaski Park—hanging lights, natural amphitheater, downtown proximity—transformed from "outdoor space" into a true destination. I leveraged existing credibility: seven years producing Young@Heart concerts at adjacent 800-seat historic Academy of Music Theatre, my 2017 exhibition "Cuba In Transition" at A.P.E. Gallery down the street (one of their biggest shows in 40 years, with 3,500 visitors in one month), media relationships, and seven years of deep connections throughout the regional salsa community—dancers, instructors, deejays, live bands, and promoters from New Haven to Brattleboro, Albany to Boston.
Then I submitted a comprehensive proposal to Brian Foote and Steve Sanderson of the Northampton Arts Council (NAC) articulating not just the vision but the complete systems framework: quantified potential economic impact, demographic integration strategy, venue optimization, untapped regional fanbase, and scalable program design that could sustain for years. Once approved, Brian and Steve brought it to life with their team, executing brilliantly year after year.
Results
Eight years of sustained programming (2018–present) proved institutional adoption. Salsa in the Park became NAC cornerstone—organically creating community across demographic lines in a siloed region, a feat most institutions don't know how to achieve. All while generating joy, lasting memories, great exercise, and a beloved local tradition.
The integration materialized: The program centers and celebrates Latin culture while drawing substantial BIPOC participation from across the region—transforming the typical makeup of public arts spaces in an 80% white town. Attendees travel from Springfield, Holyoke, throughout the Pioneer Valley, Berkshires, Southern Vermont, Hartford, Worcester, Boston, Albany—creating authentic multicultural all ages spaces where diverse communities genuinely mix.
Economic impact as designed: Downtown businesses experienced measurable increased patronage on event nights, fulfilling the original vision.
Regional impact: After attending Northampton events, Amherst promoters launched their own version—literally naming it “Salsa in the Park Amherst.” Now in its fifth year, the program's replication validates the model's success.
Responsive institutional evolution: In 2021, after dancer feedback about the gravel surface, NAC purchased a portable wood dance floor. This demonstrated commitment to quality and community listening—treating dancers as serious artists.
Natural development: Programming expansion included Salsa in the Plaza, live salsa bands, and youth dance performances by local Latin-owned dance companies, proving how strong foundation enables continual growth.
This is strategy that flows.
Impact
8+ years
Sustained as beloved community tradition (2018–present)
150+ miles
Regional draw from Springfield to Boston, Hartford to Albany
Inclusive
Centering Latin culture in 80% white town
200-400
Attendees per event driving downtown economic activity
3-4 years
Time to regional replication (Salsa in the Park Amherst)
2021
Outdoor dance floor purchased from community feedback
“Mark's strategic vision launched what has become one of our most joyful and unifying annual traditions—bringing hundreds of people of all ages and backgrounds together every summer.”
—Brian Foote, Director of Arts & Culture, City of Northampton
“Salsa in the Park gives our students a stage to share their routines surrounded by a crowd that celebrates their talent and culture. It helps them see themselves as true artists.”
—Michael Rodriguez and Zamirah Santos, Directors of Latin Wildfire, Holyoke, MA