AI, Financial Planning

Avoid These Top 4 Life Insurance Mistakes

September is Life Insurance Awareness Month.


Written By Jasper Smith

September is Life Insurance Awareness Month. Because life insurance is one of the most important purchases you will make, careful thought needs to go into purchasing a policy. Many people don’t do the necessary work upfront, which could result in severe and costly mistakes.

Here are four life insurance mistakes you should try to avoid:

Mistake #1: NOT DOING YOUR POLICY REVIEW

You should review any personally owned life insurance at least annually or when you have a life-changing event. Here’s a short list of common life-changing events: Getting married, having a child, buying a house, losing a job, getting divorced, leaving 9-5 to become an entrepreneur, or moving.

A review helps you ensure that your coverage is sufficient or, if not, what changes need to be made. Before making any changes to your current coverage, carefully consider the risks and benefits. Consider your current need for coverage, health status and insurability, fees, and charges associated with terminating an existing contract, as well as future liquidity needs.

Mistake #2: YOUR ESTATE IS YOUR BENEFICIARY

If the insured’s estate is the beneficiary, the policy proceeds may needlessly be subject to probate, creditor claims, and estate or inheritance taxes. This isn’t a good thing, and it can easily be avoided.

So, how does this happen? Two ways: (1) if only one beneficiary is named and they predecease you, then, by default, the estate becomes the beneficiary. This is common because many people might name a parent as a beneficiary and forget to update things long after that parent dies. (2) you don’t designate a beneficiary at the time of the application. (Something I never let my clients do!)

Knowing who is listed as a beneficiary on your policy(ies) is important, and many forget to check it. This is why I encourage people to review their policy at least annually. Not having or having the wrong beneficiary listed is an issue we can avoid.

Mistake #3: THREE’S A CROWD

Normally, a life insurance policy beneficiary will receive the death proceeds income and gift tax-free. However, policy proceeds are subject to gift taxation when three different parties are designated as the owner, the insured, and the beneficiary of a life insurance policy. This is called the “Triangle.” 

A federal court decision from 1946 addressed this. It stated that where a “Triangle” exists at the insured’s death, the policy owner (not the insured) will be deemed to have made a taxable gift of the entire death proceeds to the beneficiary. Should the insured person die, the policy proceeds are considered to be a gift from the owner to the beneficiary.

To avoid this mistake, here are two options: the insured and owner should be the same individual, or the owner and beneficiary should be identical.

Mistake #4: TAKING PREMATURE POLICY WITHDRAWALS

There are two characteristics of life insurance that allow it to serve as a great retirement income option:

(1) Cash value build-up is not subject to income tax.

(2) Cash values can be withdrawn (to the extent of basis) or borrowed, free of income taxation.

Please note: It is important to understand that withdrawing or borrowing cash values may decrease the policy’s death benefit.

Congress enacted provisions in the Internal Revenue Code to prevent abuses of the tax-favored treatment of life insurance. The rules generally affect policies with large premiums relative to the death benefits that are issued or exchanged after 1984.

According to what they call the “cash-rich rules,” any time a cash distribution from a policy results in a reduction of the death benefit within the policy’s first 15 years, some portion of the distribution may be subject to income tax. There are many ways to avoid the adverse income tax consequences of a “cash-rich” policy. 

The easiest solution is to either wait until year 16 before taking a withdrawal or structure the distribution as a loan.

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Kendrick Lamar, Video Game, Not Like Us

Kendrick Lamar Called Out By Businesses Claiming They Lost Thousands During ‘Not Like Us’ Video Shoot

The businesses claim they lost revenue when they were required to shut down during the rapper's hometown music video shoot.


Kendrick Lamar faces criticism from local businesses in Compton, California, who claim they lost thousands due to his “Not Like Us” video shoot.

Businesses such as Alma’s Place, a soul food restaurant in Compton, seek compensation from Lamar’s pgLang production company for the revenue lost when they were required to shut down during the rapper’s hometown music video shoot. Corina Pleasant, who runs the business with her mother, Alma, estimates the eatery lost between $1,800 and $2,200 on the June 22 shoot day.

“It was really disheartening to have the electricity on and gas,” Pleasant told the LA Times. “I’m just running everything and making no money. I literally was there for nothing, because the little money that I did make, I had to pay my staff with that.”

The restaurant is across the street from the city courthouse where Lamar shot his video. On June 21, Compton officials issued a film permit certificate for multiple locations in the city center, including the Martin Luther King Jr. Memorial at the courthouse, Compton Courtyard and parking structure, Tam’s Burgers on Rosecrans Avenue, Compton College, Central Avenue, Willowbrook Avenue, and Compton Boulevard.

On the day of the video shoot, over 700 people gathered at the courthouse to appear in the video. Nearby parking lots were filled, with some attendees even parking on the grass. Lamar began filming at Tam’s Burgers and other areas earlier in the afternoon before heading to the courthouse around 3 P.M., where the large crowd awaited him.

Businesses like Alma’s Place were unable to operate, and customers who often drive from Riverside and Orange County to dine at the soul food joint on weekends turned around and left. Alma’s Place is blaming city officials for not providing any notice about Kendrick’s video shoot. Pleasant said she could have closed for the day or set up a pop-up tent with a special menu if she had been informed in advance.

“One day does matter,” Pleasant said. “It does matter when you’re there, and you’re wasting your time. It does matter when your Edison bill is $1,000. It does matter when two weeks’ payroll for three people is nearly $3,000. It does matter when gas is $800. You’re there, all these things are running, and you have nothing to show for it.”

Adelfo Antonio Garcia, co-owner of Sunny Express Gourmet Fast Food, said he lost around $2,000 that day. Many of his customers still believe he’s closed on Saturdays, which he says is frustrating since his business has already been struggling to get by.

“The people who suffer are the small businesses,” he said.

A spokesperson for the City of Compton said in a statement that the city would identify “opportunities for more efficient film permit communication to our community” in the future.

“Businesses in Compton, especially small businesses, are the backbone of our city,” the statement said. “We want to continue to keep an open line of communication and do everything we can to support economic growth.”

A City Council meeting was held the Tuesday after the video was shot, during which the businesses requested compensation for the losses they reportedly suffered. Kathryn Arnold, a producer and entertainment consultant not connected to Lamar, says that production companies aren’t required to pay impacted businesses. However, she notes that filmmakers often compensate as a gesture of goodwill.

“Everybody does better when there’s clear communication,” Arnold said. “Nobody likes to be blindsided by something like this.”

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Sean Combs, ‘Reckoning’ Doc, Abuse Claims, Slap Story, Janice Combs,

Diddy Arrested In New York City Following Grand Jury Indictment

Diddy's attorney, Marc Agnifilo says, 'Please reserve your judgment until you have all the facts. These are the acts of an innocent man with nothing to hide, and he looks forward to clearing his name in court.'


Entertainment mogul, Sean “Diddy” Combs was arrested in Manhattan on Sept. 16 after months of speculation after several people filed lawsuits against him in the last year.

According to The Associated Press, the “No Way Out” music producer was apprehended by federal agents after he was indicted by a federal grand jury and placed in custody. The charges Diddy is facing have not been revealed but Damian Williams, the U.S. attorney for the Southern District of New York in Manhattan did state the indictment will be unsealed on Sept. 17.

“We expect to move to unseal the indictment in the morning and will have more to say at that time,” Williams said in a written statement.

Diddy’s attorney, Marc Agnifilo did confirm that his client had been cooperating with the federal investigation but expressed disappointment with Monday’s actions. The charges were expected as the mogul moved back to New York last week.

“We are disappointed with the decision to pursue what we believe is an unjust prosecution of Mr. Combs by the U.S. Attorney’s Office,” Agnifilo said.

“He is an imperfect person, but he is not a criminal.”

“Please reserve your judgment until you have all the facts. These are the acts of an innocent man with nothing to hide, and he looks forward to clearing his name in court.”

Diddy’s recent legal troubles started in November 2023 after his former girlfriend and artist, Cassandra “Cassie” Ventura filed an explosive lawsuit accusing him of troublesome activities including sexual abuse, physical beatings, and sex trafficking. Less than 24 hours after she filed papers, the lawsuit was settled.

Several lawsuits were filed against Diddy, the most recent one was announced by former Danity Kane member Dawn Richard on Sept. 10. In her suit, she explicitly alleges she saw him being violent toward former girlfriends, Cassie and Kim Porter.

Jamie Dimon, JPMorgan Chase

JPMorgan Chase CEO Maintains Commitment To Diversity, Says It Makes For Good Business

Dimon explained that it just makes sense for companies like JPMorganChase to target a diverse applicant pool.


JPMorgan Chase CEO Jamie Dimon and other CEOs reassured investors at a Council of Institutional Investors conference in Brooklyn, New York, earlier this month that they were still committed to diversity, equity and inclusion despite recent challenges from conservative activists

“It’s good for business; it’s morally right; we’re quite good at it; we’re successful,” Dimon said, according to Fortune.

He added that a “red-blooded, full-throated American” shouldn’t get in the way of intelligent business. “I’m not interested in other people pointing fingers. I’m not ‘woke’ at all.” 

In addition to Dimon, Mastercard Inc. Chief Administrative Officer Tim Murphy said that his company, which operates in the payment services sector, is “committed to creating a global corporate environment where all people are treated equally and fairly and have equal access to opportunities and advancement.”

Murphy said “that helps bring great talent in and retain it here.” He added that it is important to cultivate “different perspectives that inform the ideas we bring to life.”

Although diversity, equity, and inclusion initiatives may not be in danger from the perspective of creating good business, they are currently rebranding in corporate America. Although companies are not backing away from making sure they have a workforce that is at least representative of the “melting pot” that is America, they are being much less upfront about it, in contrast to the post-George Floyd announcements of 2020.

A significant reason for this cautious approach is groups like Stephen Miller’s America First Legal bring lawsuits against any language or programs that they believe have the potential to be found to be discriminatory against white people. As a result, some companies have adjusted the language and programs they had instituted to foster more Black applicants and applicants of color in historically homogenous applicant pools. 

“There are companies that are committed to this body of work, and you might not be hearing about it on a flashy webpage,” said Joanna Colosimo, vice president of workforce equity and compliance strategy at DCI Consulting.

However, according to Portia Allen-Kyle, chief advisor at Color of Change and a former senior advisor for equity, policy and stakeholder engagement at the US Department of Transportation’s Office of Civil Rights, companies who treat their commitments to diversity like a water faucet are problematic.

“(Companies) turning on and off their commitments so quickly makes plain that that commitment wasn’t really there in the first place.” Allen-Kyle said. “The worst thing that can happen is for folks to be silent and to give the impression that initiatives such as these are not worthwhile.”

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The Kamala Harris Effect, Black Fraternities,Sororities, Down-Ballot Candidates, Election Push

Maryland Governor Says Black Voters Are Not ‘Monolithic,’ Urges Democrats To Earn Support

Moore made clear that Black voters are not "monolithic" and their support must be earned by politicians.


Maryland Gov. Wes Moore thinks Democrats should do more to earn the vote of diverse Americans. In comments on Sept. 6, he emphasized that Black voters are not “monolithic.”

Moore shared his thoughts with Fox News Digital at the 2024 Texas Tribune Festival, stating that Black voters are not a guarantee for Democrats. This concern stemmed from a new New York Times/Siena poll. It detailed that Trump had a 10-point increase in Black voter support since September 2020.

I think you got to go earn support from every voter. And I think that is especially true amongst Black voters,” Moore told the news outlet. “Black voters and in our groups are not monolithic. They’re not going to go with a person because of their political affiliation. They’re not gonna go with somebody because of what they look like. You got to go earn their support.”

Moore continued, noting that Democrats should address concerns of hot-button issues that are especially relevant to Black voters.

“And I think it becomes really important that we stress on issues of importance to members of the Black community when you’re talking about things like access to work and wages and wealth,” the governor added.

In the discussion, Moore also noted that Black and other voters of color have to be inspired to vote. Building that enthusiasm could sway the election.

“I do think it’s really important that the way we’re engaging voters is not taking voters for granted,” he stated. “I think you have a lot of voters who right now are up for grabs…This election will be determined by not necessarily where people go when it comes to Democrat to Republican or Republican to Democrat. This election will be determined by those who choose to vote and those who choose not to. And that’s why I think there’s a lot of work to be done.”

On the other hand, an NAACP poll also surveyed Black voters across 12 priority states. Newsweek found that 78% of respondents felt the “same or more excitement” about voting than during Barack Obama’s first presidential run in 2008.

However, gender gaps in Harris’s support persist. Of the respondents, 79% of Black women over 50 stated their support for the Democratic nominee, as opposed to 66% of Black men in the same age group.

Moore also discussed the issue of supporting women in leadership, stating he “deeply” advocates for more female elected officials. He further detailed that uplifting women in these roles should not equate to emasculating men.

“I am a person who is also deeply supportive of supporting growth of women in elected leadership. I don’t think that we put ourselves in boxes in these things,” he added. “As we are thinking about ways to support our young boys, as they’re growing into men, I think it’s important that we do not dehumanize their growth or emasculate their growth. Being able to say, ‘We support women in leadership roles,’ does not make us any less manly. Women saying, ‘We support men in roles,’ does not make them any less womanly.” 

As the election nears, eyes are geared toward Black voters as both candidates seek to secure the voting bloc.

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double cheeseburgers, McDonald's, $5 Meals

McDonald’s Focuses On Family Budget-Friendly Meal In These Trying Economic Times

This summer was all about stretching your dollar further.


McDonald’s will offer 50-cent double cheeseburgers and continue its summertime $5 Meal Deal through December.

The cheeseburger promotion, which runs Sept. 18 on National Cheeseburger Day, is available exclusively through the McDonald’s app.

This is in addition to the eatery’s $5 Meal Deal that includes select items such as a burger, fries, and a drink. This new meal option allows budget-conscious customers to enjoy a full meal without breaking the bank.

“This summer, tens of millions of fans went to their local McDonald’s to enjoy our $5 Meal Deal, and it was so great to welcome them,” said Joe Erlinger, president of McDonald’s USA. “Together with our franchisees, we’re committed to keeping our prices as affordable as possible, which is why we’re doubling down with even more ways to save. Whether you’re stopping by for breakfast, lunch, dinner or a late-night snack, we want everyone to find the food they love at a price that hits the spot. The extension of the $5 Meal Deal and the other offerings we’re announcing for our fall lineup are just a few of the ways we’re working hard to offer great meals at a fair price.”

How to Get the Deals:

  • Download the McDonald’s app and create an account if you haven’t already done so.
  • Access the app’s “Deals” section on the designated promotion days to redeem the 50-cent cheeseburger offer.
  • The $5 Meal Deal is available in-store and through the app for a limited time.

The promotions come as inflation continues to impact food prices, and McDonald’s is looking to attract customers seeking more affordable dining options. It’s not the only restaurant chain doing this. Burger King, Wendy’s, and The Olive Garden have all introduced budget-friendly deals in recent months.

Burr Oak Cemetery, Emmett Till, National Register Of Historic Places

Names Of 1,630 Free And Enslaved Black People Honored At Louisville Cemetery

Thousands of free and enslaved Black individuals buried in unmarked graves at a Louisville cemetery were honored this weekend.


Thousands of free and enslaved Black individuals buried in unmarked graves at a Louisville cemetery have been honored.

WLKY reports that the ceremony took place during Black History Month at Saint Louis Cemetery in Tyler Park, four years after the unmarked graves were discovered during research conducted by a local deacon. It is part of the ‘Saint Louis Cemetery East Slope Project,’ which seeks to identify and mark the unmarked graves.

The deacon uncovered an undeveloped field, which turned out to be a segregated section of land known as ‘East Slope,’ the Black section of a segregated cemetery. The unmarked graves discovered include those of several U.S. troops, Louis Hunter and Thomas Nichols, soldiers in the 107th United States Colored Infantry during the Civil War, one of Louisville’s first Black doctors, and Catharine and James Madison Smith, two agents of the Underground Railroad.

“They don’t have markers to show that they were here, that they lived and that they mattered, and so this event is a way of correcting that and giving voice to those identities by saying their names,” said Ned Berghausen, a deacon at St. Agnes Catholic Church.

According to the project website, East Slope contains the unmarked graves of 719 enslaved people, 690 of them identified as Catholic. They were buried between 1869 and 1923, with the majority of burials occurring in the 1880s and 1890s.

Although most Catholics were relocated from Western Cemetery by the 1880s, it remains unclear if Black Catholics were also moved. Many, if not most of those buried at East Slope were formerly enslaved or the children of enslaved individuals.

It took decades for some families to afford permanent markers. The only record of those buried was kept in a burial book at the cemetery office. Now, the names have been transferred to a digital database to ensure they are not forgotten.

“Immediately after emancipation, most of the first generation did not have much wealth accumulated,” explained Berghausen, who organized the Saint Louis Cemetery Project. “As enslaved people, their labor had been taken from them without compensation, and so they did not have money for markers.”

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Kamala Harris, Trump, Philadelphia, debate

Harris-Trump Debate Attracted Over 67 Million Viewers

The Harris-Trump debate garnered over 67 million viewers, Nielsen says.


Americans were locked into the 2024 Presidential election debate, with over 67 million tuning into last week’s debate between Vice President Kamala Harris and former President Donald Trump.

NBC News reports that Nielsen ratings show an increase in the number of viewers who tuned in to the Harris-Trump debate compared to Trump’s debate with President Joe Biden in June. Roughly 51.3 million viewers watched the Biden-Trump debate, a square-off that effectively derailed Biden’s re-election bid, prompting him to drop out of the race one month later.

ABC hosted and broadcasted the Harris-Trump debate, which was simulcast across 17 networks, including NBC and MSNBC. The ratings surge includes over 6.4 million viewers aged 18 to 34, 16.8 million aged 35 to 54, and more than 41.3 million viewers aged 55 and up, comprising the largest audience percentage.

This year’s election is still experiencing a drop in debate viewership, with the 2016 election between Trump and former Secretary of State Hillary Clinton drawing in 84 million viewers and the 2020 Biden-Trump debate attracting 73.1 people. Ratings, however, do not include the many people who followed the debate through social media, news websites, or streaming platforms.

Harris is receiving praise for her debate performance, which included incisive critiques of Trump’s record on abortion and national security. On the other hand, Trump’s conspiracy theory-riddled performance raised concerns among his political allies as he seeks a second term in the White House.

Following the debate, an ABC/Ipsos survey revealed that 58% of Americans viewed Harris as the winner, while 36% chose Trump. The day after the debate, Trump announced he would not agree to a second presidential debate, citing alleged polls that deemed him as the winner of the first debate.

“Polls clearly show that I won the Debate against Comrade Kamala Harris, the Democrats’ Radical Left Candidate, on Tuesday night, and she immediately called for a Second Debate,” said Trump.

“There will be no third debate,” he added.

The Floridian Press cites post-debate polls that reflect pre-debate figures showing Harris maintaining a narrow lead over Trump, particularly in key swing states.

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J.D. Vance, Kamala Harris

JD Vance Opts Not To Denounce Laura Loomer’s Racist Claims About VP Harris

Rep. Marjorie Taylor-Greene made her own post on X quoting Loomer's post and calling Loomer's remarks appalling and extremely racist.


Laura Loomer, a far-right figure who has made racist statements and promoted conspiracy theories and misinformation, has been attached to and has recently been traveling with former president Donald Trump. The association with a figure like Loomer is not surprising in and of itself, as Trump is a man who has dined with and been advised by white nationalists, but even other controversial Republicans want nothing to do with her. 

According to Vanity Fair, some figures, such as Marjorie Taylor Greene, are trepidatious about Loomer’s recent bigoted statement regarding Vice President Kamala Harris, but neither Trump nor his running mate JD Vance shares their concerns

In a Sept. 15 interview on NBC’s Meet The Press, Vance appeared to downplay Loomer’s statement about Vice President Kamala Harris. In a post on X, formerly known as Twitter, Loomer wrote that if Harris wins the election in November, the “White House will smell like curry & White House speeches will be facilitated via a call center.” A blatantly racist jab at Vice President Harris’ South Asian heritage, in line with earlier attacks on the vice president’s heritage by Trump. 

In his appearance on the NBC program, Vance only committed to saying that he didn’t like Loomer’s comments; he did not disavow them. 

“Look, Kristen (Meet The Press host Kristen Welker,)” Vance began, “I make a mean chicken curry; I don’t think that it’s insulting for anybody to talk about their dietary preferences or what they want to do in the White House.”

Vance then attempted to pivot to a difference in policy between the Trump and Harris campaigns.

“Do I agree with what Laura Loomer said about Kamala Harris? No, I don’t. I also don’t think that this is actually an issue of national import. Is Laura Loomer running for president? No,” Vance continued. “Kamala Harris is running for president, and whether you’re eating curry at your dinner table or fried chicken, things have gotten more expensive thanks to her policies.”

Loomer’s sphere of influence has other Republicans worried, even an inflammatory figure like Marjorie Taylor-Greene.

Rep. Taylor-Greene made her own post on X, quoting Loomer’s post and calling Loomer’s remarks appalling and extremely racist. Notably, X limited the post’s visibility over concerns that it violates the platform’s rules against hateful conduct. 

https://twitter.com/mtgreenee/status/1834006729966723558?t=nky2YKhWaRmUuj1Tpz4nHg&s=19

“This is appalling and extremely racist. It does not represent who we are as Republicans or MAGA,” Rep. Taylor-Greene wrote. “This does not represent President Trump. This type of behavior should not be tolerated ever.”

Sen. Thom Tillis, a Republican representing North Carolina, decried Loomer as a crazy conspiracy theorist in his own post, “Laura Loomer is a crazy conspiracy theorist who regularly utters disgusting garbage intended to divide Republicans,” Sen. Tillis posted. “A DNC plant couldn’t do a better job than she is doing to hurt President Trump’s chances of winning re-election.”

As more mainline Republicans try and divorce Loomer from Trump, he has done very little to separate what he believes from what she espouses. 

When asked about Loomer’s comments on Sept. 14, Trump acted as though he didn’t know what she said. “She is a strong person, she’s got strong opinions, and I don’t know what she said, but that’s not up to me,” Trump told reporters. “Laura’s a supporter. I don’t control Laura; Laura has to say what she wants. She’s a free spirit.”

According to Transportation Secretary Pete Buttigieg, Vance and Trump’s willingness to allow Loomer’s statements or Trump’s false statements about Haitian immigrants eating pets to carry the dialogue is done to distract from the fact that they have no plans for the American people

“We’re not having a serious policy debate about immigration or any other issue if you got JD Vance on your program, basically debating exactly how racist it is to talk about the things that Laura Loomer is talking about,” Buttigieg told NBC’s Welker on Meet The Press

Buttigieg continued, “This is the kind of sideshow that they want to take the main stage so that they don’t have to talk about anything serious, and it’s a reminder of just how exhausting it was to deal with all this the first time Donald Trump was president. America would be in for another four years of this exhausting chaos every time we check the news if they come back into power.”

RELATED CONTENT: Sen. JD Vance Faces Calls To Resign Over False Claims About Haitian Immigrants

Saint Lucia, carnival

How Carnival Restored Joy In Saint Lucia And Across The Caribbean After Hurricane Beryl

From Saint Lucia to Grenada, the spirit of carnival could not be tamed even after the harsh conditions of Hurricane Beryl.


Hurricane Beryl was a significant and destructive storm that struck the Caribbean in June and July. Forming as a tropical storm in late June, Beryl rapidly strengthened into a Category 2 hurricane while moving westward across the Atlantic. By early July, it made landfall on several Caribbean islands, including Saint Lucia and Dominica, between July 2 and July 4.

The hurricane’s strong winds, reaching 110 mph, and torrential rains caused severe flooding and landslides, particularly in Dominica, where many areas were rendered inaccessible due to road damage and debris. The storm also led to widespread power outages and damage to infrastructure, including homes and public buildings.

In Saint Lucia, coastal areas experienced significant storm surges and flooding, damaging businesses and disrupting daily life. As Beryl continued its path, it also affected parts of Puerto Rico and the northern Leeward Islands, exacerbating existing vulnerabilities in these regions.

However, Hurricane Beryl was no match for the Caribbean people’s strength, tenacity, and determination. Carnivals across the Caribbean proceeded as scheduled. From Grenanda’s “Spice Mas” to the Saint Lucia Carnival, the spirit of the celebration could not be tamed. Saint Lucia Tourism officials and carnival attendees spoke to BLACK ENTERPRISE about their experiences.

“As head of marketing for the Saint Lucia Tourism Authority, carnival was instrumental in reviving the island’s spirit after Hurricane Beryl, especially with the impact felt across the region. The festival acted as a vibrant symbol of resilience and unity, bringing together locals and visitors alike in celebration. It provided a much-needed boost to the island’s economy and morale. The national activities, private parties, colorful parades, and the energetic Dennery Segment and Soca music helped to restore a sense of normalcy and joy, proving that even in the face of adversity, Lucian Carnival remains a source of strong cultural heritage and happiness,” said Dexter Percil, head of marketing for the Saint Lucia Tourism Authority.

saint Lucia carnival
Source: photo courtesy: Saint Lucia Tourism

She continued, “Carnival, to me, represents much more than just a festival; it is a profound expression of cultural identity and community spirit. It’s a time when people come together to celebrate life, music, and tradition in a way that transcends everyday concerns. The vibrant costumes, infectious rhythms, and collective energy capture the essence of our shared heritage and joy. It’s a reminder of the power of unity and the importance of celebrating our roots, which is both invigorating and deeply meaningful. Carnival is all about –- the culture, the people, the vibes.”

When asked how we can further elevate the Saint Lucia Carnival and other events beyond, she responded, “To amplify Saint Lucia Carnival and similar festivals across the Caribbean, several continued efforts are essential.”

She explained, “First, investing in high-quality marketing and branding campaigns to showcase the unique aspects of each carnival is crucial. Building partnerships with international travel and tourism agencies, as well as celebrities and influencers, helped us reach a broader audience. Finally, fostering collaborations between international carnivals and Caribbean islands to create joint marketing strategies and shared events has helped to amplify Saint Lucia’s appeal as a carnival destination.”

Carnival chaser Mellisa Deandre has toured the world, participating in carnivals from Brazil to Trinidad and Tobago. She explained, “One of the many reasons I love carnival is because it gives everyone a chance, from lawyers to construction workers, to let their hair down and enjoy beautiful music, people, and culture. I travel with a group of both Caribbean and non-Caribbean people who are doctors, entrepreneurs, politicians, and more–who use carnivals as a way to stop thinking about work and immerse themselves in something much greater. Being here in Saint Lucia was just what I needed after witnessing the devastation from Beryl. Carnival is a celebration of freedom from oppression that can be enjoyed by everyone!”

Between the vibrant and loving culture of Saint Lucia and Caribbean-based carnivals abroad, joy seems to be the theme. As Caribbean islands continue to deal with climate change caused by numerous larger nations, tourism officials and carnival chasers alike, agree on one thing: amplifying and protecting carnivals worldwide is a must to continue bringing joy to the islands that deserve it the most.

RELATED CONTENT: Megan Thee Stallion Launches Power Move For Senior Citizens After Hurricane Beryl

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