“MVA Signature Event.” Three small words with a lot behind them.
The Marianas Visitors Authority has several signature events that it stages throughout the year. The purpose is to give our visitors something exciting to do while they’re here and something to attract media attention to our islands. Of course, our events are for the community to enjoy, too.
Some of our events are well known and have been celebrated for over two decades. The annual Taste of The Marianas International Food Festival, highlighting the diverse food and drinks of our diverse community. The annual Tinian Hot Pepper Festival, highlighting that famous “donne sali” hot pepper of Tinian. Christmas in The Marianas, now celebrated in various forms on all three islands. And other longtime signature events like Saipan Marathon — once better known as the Festival of Runs — and Hell of The Marianas, a 100K bike race around Saipan.
The thing about our signature events is that they are never set in stone. Every year is a test to determine if the event is still viable, still worth the investment, and still strong in attracting visitors and media attention. Unfortunately, not all our events have endured due to changes over time. For example, Rota Blue was popular for many years as a triathlon until there was a huge increase in airline fees for marathoners to ship their bikes and air service to Rota drastically reduced. Marathoners were no longer willing to pay those prices, so Rota Blue was lost. However, this eventually spurred the idea of the Rota Marathon started in 2024 and which just filled all the hotel rooms on islands in January — anyone can pack a pair of running shoes. If more accommodations can be made available for the event weekend, we believe we can continue to grow the marathon.
Other changes have also been made over time. The Taste of The Marianas International Food Festival has just dropped “& Beer Garden” from its name, as there is now a wide variety of drinks — alcoholic and non-alcoholic — that festivalgoers can savor. The costly XTERRA franchise was dropped several years ago. The Tagaman triathlon has run its course. Simmering on the back burner for possible revival when conditions are ripe are the KONQER obstacle course and International Festival of Cultures. Most of these events are only possible due to collaboration with MVA partners, so without willing partners and available funding, the events remain in hibernation until further notice.
However, the Community Projects Division is always evaluating opportunities along with the MVA’s other divisions — Marketing, Research, Accounting — and we are now in the works to develop a new signature event for Rota. With the approval of Mayor Aubrey Hocog, this year MVA will assume responsibility for organizing the Rota Sweet Potato Festival. Previously organized by the mayor’s office, this year MVA will test the viability of the event as a tourist attraction by bringing all its best practices to the table. First, we are announcing the event date early so visitors can start making travel arrangements. Mark your calendars for June 28 in Luta! Second, we are setting some general activities for the festival to begin marketing in our major source markets…food, entertainment, displays. Next, we will fine-tune the exact activities as planning continues, likely to include some sweet potato-themed contests and other activities highlighting the unique way of life in Rota.
We would love to see Rota Sweet Potato Festival event grow to the popularity of the Tinian Hot Pepper Festival. A strong visitor turnout will prove the viability of the event as a good return-on-investment and justify the continuance of the festival as an MVA signature event. We invite you to be a part of this contribution to tourism in Rota. Plan your vacation, your meetings, or your conferences in Rota for late June, and we’ll see you at Rota Sweet Potato Festival!
