Essence Fest kicks off today with a Fourth of July weekend headlined by Michelle Obama, Cardi B and Patti LaBelle.

Why it matters: The city's 7-year contract with Essence ends in September, and organizers need to show they can throw a successful event worth millions in financial incentives.

The big picture: Essence has been in New Orleans for more than 30 years and is promoted as the country's largest celebration of Black culture.

• It's stumbled recently, particularly last year, when attendees criticized late schedule announcements, pricing changes and delayed performances.
• Caroline Wanga, the former Essence CEO, filed a defamation lawsuit, accusing leadership of not "correcting the devastating public narrative" last year.
• Festival organizers have also said it's been harder to attract sponsors.

Zoom in: This year, Essence hired Teyana Taylor and her company, The Aunties, to curate the programming.

• "I want it to feel like how it used to feel," Taylor said at an Essence event last month.

Zoom out: Essence wants to expand its presence in Louisiana and make its cultural and economic impact "something that lasts all year," said Kirk McDonald, CEO of Sundial Media, Essence's parent company.

• "But first, we intend to deliver an extraordinary festival this summer and earn the opportunity to build what comes next with you," he told Mayor Helena Moreno and city leaders at the event with Taylor.
• Essence is seeking about $12 million annually, writes Blake Paterson with The Times-Picayune. This year's festival is getting at least $1.7 million in public money.

If you go: The events at the convention center — film premieres, author panels, BeautyCon, brand giveaways and more — start tomorrow and are free to attend.

• The Global Black Economic Forum is hosting its events there too.
• New this year: A ticketed wrestling event.
• Musical headliners at the Superdome include Cardi B, Patti LaBelle, George Clinton, Latto, Brandy and Monica.

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Here's what's happening around town for the Fourth of July:

🥳 The Uncle Sam Jam is tomorrow in Lafreniere Park. The free annual festival has Wilson Phillips topping the lineup, plus fireworks. Details.

🎶 New Orleans City Park has a festival tomorrow with the Marine Forces Reserve Rock Band, food vendors and fireworks over the Peristyle at 9pm. Details.

🧐 Port Orleans has a hot dog eating contest, live music and, um, a hot dog swinging contest tomorrow. Details.

🇺🇸 The National WWII Museum has celebratory events all day Saturday plus a fireworks viewing party.

🐙 Bring your own pool (yes, really) to Gnarly Barley's Hammond brewery for an all-day, all-ages July Fourth party Saturday.

🌭 Celebrate freedom by eating the most hot dogs in 10 minutes in Dat Dog's contest Saturday. You could win $500.

✨ If you prefer your glizzy a little more glitzy, the Nell Shell is doing caviar hot dogs at the Batture on Saturday.

🎆 Go 4th on the River returns to the Mississippi Riverfront. The free fireworks display begins at 9pm between the French Quarter and Algiers Point.

• While you can watch the fireworks from just about anywhere, Tujaque's, Hilton Riverside, Creole Queen and Steamboat Natchez have pay-to-play parties.

More ways to celebrate

🎓 The University of New Orleans officially became LSU New Orleans in a purple-and-gold-studded event yesterday on the lakefront campus.

• The school should "remain a catalyst for social mobility for first-generation students, working students, adult learners and veterans," said LSU President Wade Rousse. Catch up quick.
• Hynes-UNO also changed its name to Hynes-LSU New Orleans.

👀 AG Liz Murrill says she hasn't been notified of any investigation related to the "hearsay reports" that a grand jury is looking into intimidation allegations related to letters she sent to Mayor Helena Moreno and other city leaders. (WDSU)

🤦‍♂️ SWBNO's new $300M power complex failed during Tropical Storm Arthur. Leaders told City Council they will rely on backup power for future storms. (The Times-Picayune 🔒)

• The city gets more control over the utility next month. "It's going to be a new day and a new way, and we're not going to tolerate excuses on August 1st," Councilmember Jason Hughes says. (WDSU)

🇺🇸 Dong Phuong is selling mini patriotic king cakes this week. (Instagram)

This will be the busiest July Fourth week for travel since at least 2019, AAA predicts.

The big picture: The worst July Fourth holiday traffic is expected to start today, according to INRIX, a transportation data firm that works with AAA to calculate travel times.

By the numbers: AAA expects 72.2 million Americans will travel at least 50 miles this week.

• That's up from 71.8 million travelers last year but a smaller jump than in recent years.
• Most travelers — 85% — are forecasted to drive this year, despite high gas prices, according to AAA.

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New Orleans-based Open Fire Co. has the internet doing a double take with its latest creation: fried crocodile arms.

Why it matters: The chicken-wing alternative still features the reptile's claws.

The big picture: Chef Mark Stevens Roncoli created the dish for an event in Australia, the company tells us.

• The arms/legs were brined in pickle juice and buttermilk, then deep-fried in a cast-iron skillet, according to its Instagram post.
• "They got cleaned out!" the post says.

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