Vickie Davis, curator of Rialto Juneteenth Jam

Rialto, CA — What began as a community celebration with roughly 60 vendors has grown into one of the Inland Empire’s largest Juneteenth observances, drawing thousands of attendees and nearly 200 vendors eager to celebrate Black history, culture and community.

The fourth annual Rialto Juneteenth Jam is set to return on Friday, June 19, from 3 p.m. to 9 p.m. at Alec Fergusson Park in Rialto.

The free event will feature food, music, sports, local businesses, cultural programming and family-friendly activities designed to commemorate Juneteenth while spotlighting the people and organizations that call the Inland Empire home.

For founder and organizer Vickie Davis, the event’s growth reflects the community’s desire to celebrate itself on its own terms.

“Right now we have close to 200 vendors,” Davis said in an interview with Inland Valley News. “That consists of all different types from food, food trucks, nonprofit organizations, different Black-owned businesses selling merchandise, D9 organizations and all different kinds of groups with resources and items to sell.”

In addition to its marketplace, Juneteenth Jam has expanded into a multifaceted celebration featuring sports tournaments, a classic car showcase, a Miss Juneteenth pageant, a community cook-off and an Inland Empire natural hair exhibition.

Davis said this year’s IE Hair Experience will highlight natural hair artistry through partnerships with Curls, Coils and Crowns, an organization connected to Rialto Unified School District, and Hair Story Natural Hair Salon.

The event’s planning process itself has become a reflection of the community spirit Davis hopes to cultivate.

She said organizations including the Deborah Robertson Foundation, Black Voice News, Donnelly Shot Clock Athletes, the Get Your Mind Right Foundation and numerous volunteers divide responsibilities based on their expertise, with separate teams overseeing athletics, vendors, programming and other attractions.

Over the years, Davis said, that approach has transformed Juneteenth Jam from a small gathering into a community institution.

“It has just continued to grow,” she said. “People kind of see that this is really a space that we’re looking to create a platform for everyone to show up as themselves.”

For Davis, who grew up in the Inland Empire and is now raising her children there, the event represents more than a holiday celebration. It is an investment in the region’s future.

“I just love doing it,” she said. “I enjoy celebrating people around me.”

She acknowledged that communities can sometimes develop a mindset shaped by scarcity, where opportunities feel limited and collaboration becomes difficult.

“But I think doing Juneteenth this way really sets the tone and creates the narrative of how the opposite of that is actually the truth,” Davis said. “The more I share this, the more I create space for other people to do what they do best.”

Davis described herself less as the face of Juneteenth Jam and more as a connector.

“My role has really just been the connector and the celebrator of what I already see people doing well,” she said. “I grew up in the Inland Empire. I just know a lot of people.”

As Juneteenth celebrations continue gaining prominence nationwide since becoming a federal holiday in 2021, Davis said preserving local ownership remains one of her highest priorities.

“When you look at those other metropolitan areas, a lot of times over time, the communities lose ownership of those successful events because Coca-Cola comes or Pepsi comes and they pretty much just buy it,” she said.

Instead, Davis intentionally prioritizes Inland Empire businesses and entrepreneurs.

“What makes this special and what makes this so valuable is that all the value that’s derived from it is from local people,” she said.

Davis recalled turning down a sponsorship opportunity from a major energy drink company after discussions with organizers, choosing instead to remain aligned with the event’s values.

“My goal is to embed value into my community,” she said. “The way to do that is to recognize the value that’s already here and leverage it for the sake of one another.”

As thousands prepare to gather at Fergusson Park, Davis said she remains grateful for the trust residents have placed in the event.

“I never could have imagined that it would be as big or as cool as it is,” she said. “I’m really appreciative of the opportunity to do it in the way that the community allows me to flow and exist.”

“And I’m going to continue to do my best to be a good steward of it and to lead it with love so that it can be what we need it to be,” she added.