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ACADEMIA Letters Pandemic Festival Celebration Some Reflections for Buhayani Festival Laurence Beruin Festivals play a significant role in the social and cultural landscape of Filipino society. The onset of the COVID-19 global pandemic in the country last year halted the celebration of festivals and fiestas in the country. With some experts predicting a possible year 2023 or 2024, assuming that global vaccination had been fully instigated, returning to normalcy is still few years away (Arab News, 2021). It has already been a year since the Philippines was hit by the pandemic, yet current data shows a surge in number of positive cases since March of 2021 (WHO, 2021). While this may be the case, Department of Tourism has been optimistic and encouraging various Philippine cities and municipalities to utilize technology and other platforms, primarily the internet, in organizing their local celebrations to reach not only the locals but even a larger, global audience (Ferreras, 2021). It is hard not to grasp the rationale behind their proposition since, as part of tourism industries, they contribute to almost 13% of the country’s Gross Domestic Product (DOT, 2020). This, aside from overall economic, social, and cultural benefits that festivals bring to the locals and their specific communities (Tanford & Jung, 2017). Buhayani Festival, a celebration to commemorate the life of Philippine Dr.Jose Rizal’s life, is typically a week-long celebration that starts every June 12 to June 19 (the birthdate of Jose Rizal) in the city of Calamba in Laguna, Philippines (Beruin, 2018). At its core, Buhayani Festival is a celebration to remember the life and the works of the Philippine’s National Hero, Dr. Jose P. Rizal, who was born in that same city. It also serves as a venue to honor the life of everyday heroes that embodies Rizal’s life lessons and heroism to this day. As noted by Beruin (2018), It is a week-long celebration for the citizens of Calamba City and its tourists to enjoy festivities such as street dancing competition, kite flying contest, Rizal Look-a-like contest, float parade, and Gawad Buhayani, all while cherishing its storied history and contribution to Academia Letters, June 2021 ©2021 by the author — Open Access — Distributed under CC BY 4.0 Corresponding Author: Laurence Beruin, lancehrin.08@gmail.com Citation: Beruin, L. (2021). Pandemic Festival Celebration Some Reflections for Buhayani Festival. Academia Letters, Article 1027. https://doi.org/10.20935/AL1027. 1 nation-building. For the purpose of article, findings reported by Tanford and Jung’s (2017) study which evaluated factors that contribute to festival satisfaction and loyalty. Their literature review revealed six (6) key attributes present in a festival: activities, authenticity/uniqueness, concessions, environment, escape/enjoyment, and socialization. • Activities – central focus of a festival which includes the festival program, entertainment, and thematic content (i.e. music, cultural, sporting) • Authenticity/Uniqueness – depicts the unique local culture of the community/locality • Concessions – refers to food, drinks, and souvenirs offered in a festival • Environment – pertains to the atmosphere and the venue the festival is being held • Escape/Enjoyment – reflects emotions (usually happiness, fun, and excitement) being experienced by the festival attendees • Socialization – reflects the social aspect of attending festivals i.e. spending time with friends or family Similar to other cultural festivals in the country, Buhayani Festival is celebrated through normal, face-to-face, crowd gathering practices (Beruin, 2018). Utilizing the festival attributes listed by Tanford and Jung and review of related literature, this paper provided a proposal which will suggest ideas and programs that are feasible for celebrating festivities during the pandemic. In a 2020 report published by Salzburg Global Seminar entitled “What Future for Festivals?”, majority of their forum participants shared that moving forward, hybrid form of festivals may take place. By hybrid form, it is a combination of both virtual events and in-person attendance. This is the best case scenario in the coming months, especially for countries with better overall situation. However, Buhayani Festival may be taking place in June, it is somehow too farfecthed to assume that the condition will be better by thar time therefore, suggested ideas in this article will primarily focus in organizing festivals mostly via virtual/online platforms. The first attribute indicated by Tanford and Jung are activities. Considering that mass gatherings are still prohibited and minimum health and safety regulations still in place, activity implementation will utilize a festival website, social networking sites, and community channel. Contests such as Art Painting Contest and Photo Essay Contest will be submitted online and be posted on a festival-specific Facebook, Twitter, and Instagram page. Utilizing social media reactions or likes had been part of contest criteria before, but in this case, it is Academia Letters, June 2021 ©2021 by the author — Open Access — Distributed under CC BY 4.0 Corresponding Author: Laurence Beruin, lancehrin.08@gmail.com Citation: Beruin, L. (2021). Pandemic Festival Celebration Some Reflections for Buhayani Festival. Academia Letters, Article 1027. https://doi.org/10.20935/AL1027. 2 more important than ever to fully engage the locals and immerse the audiences on the festival activities. Street dancing is an important aspect of every cultural festival in the country. To compensate for the lack of actual ‘street’ dancing, the plan utilized by Iloilo City local government unit (LGU) can be implemented (Ferreras, 2021). In celebrating Dinagyan Festival last January, festival organizers hired maximum of 20 performers which were tested for COVID19, put in a bubble (isolated location) for the duration of training and preparation, and their final performances were recorded to be posted online. Similar planning and production can be done for Buhayani Festival. A series of dance routines can be performed and posted in the festival website, social media pages, and community channel for the duration of the festival. A live performance can also be broadcasted on the last day of festivities if minimum health and safety guidelines will be upheld for live audience in the Rizal monument. Online concerts are also viable activities to replace live concerts since the former had become the trend in the country in the past year (Arayata, 2020). In terms of authenticity/uniqueness, activities to be held shall adhere with the festival theme approved by the local government unit. Events or activities of past celebrations that are truly unique to Buhayani Festival should still be fulfilled such as the following: • Floral offering at the Rizal Monument, provided that safety guidelines are in check; • Museum tour will become a virtual museum tour • Rizal Quiz Bee Contest to be conducted online • Hawig Rizal Contest via Tiktok • Gawad Buhayani Awards will become a virtual awards night For concessions, the typical route is to setup food stalls and night market as with previous celebrations. Assuming that there will be easing of lockdown measures and limited movement of people will be allowed, setting up food stalls and night market in selected areas while following health and safety guidelines is feasible. In addition, the LGU can partner with local food and merchandise delivery services so that food stalls and night markets can sell their goods online. In addition, Camiguin LGU’s online sale activity can be utilized in which their local products were showcased and sold online to nonresidents and delivered to their specific addresses, as well as a partnering with a mall in a different city to setup three-day bazaars (Jerusalem, 2020). The environment attribute focuses primarily on the festival or events venue and its facilities to accommodate locals and tourists which helps in building that festive atmosphere (Tanford Academia Letters, June 2021 ©2021 by the author — Open Access — Distributed under CC BY 4.0 Corresponding Author: Laurence Beruin, lancehrin.08@gmail.com Citation: Beruin, L. (2021). Pandemic Festival Celebration Some Reflections for Buhayani Festival. Academia Letters, Article 1027. https://doi.org/10.20935/AL1027. 3 & Jung, 2017). Aside from the usual street decorations and displays, with majority of the activities to be held and viewed online, utilizing a series of video clips from past celebrations can be crucial in establishing a more festive atmosphere among virtual festival goers. In addition, a study on a photography festival in Italy indicated that taking full advantage of social media strategies and festival websites are beneficial in improving virtual festival engagement (see Mizzau, Montanari, & Massi, 2019). In terms of the sense of escape or enjoyment attributed to a festival, it is important that locals and other interested parties have a variety of online events, particularly contests, to choose from. Since levels of engagement plays a role in this attribute (thus, a festive environment), crafting online contests that caters all people from various walks of life directly equates to feelings of fun and excitement. These two emotions are intangibles that festivals must always provide. Use of online festival kits that includes display photo frame for Facebook, wallpapers, and variety of festival hashtags can be beneficial for engagement. However, activities that provide prizes (in cash or vouchers) to winners, such as online raffle, daily trivia nights, Tiktok-related contests, and the likes, will provide higher degree of engagement. Lastly, socialization emphasizes how festivals provide opportunities to spend time with friends and families. Since movement of people are limited and majority are staying at home, Buhayani Festival can utilize what was employed by Camiguin LGU in which family members who are keen on dancing can join a TikTok challenge showcasing how a family celebrate the festival in their homes. In addition, a daily event where a chosen family’s celebration can be broadcasted live via the festival’s Facebook page to demonstrate how they both practice health and safety protocols while enjoying their feast. The extent of how the pandemic had affected cultural festivals and the lives of the Filipinos is still to be seen. One year into the pandemic, the role of the local government in revitalizing the spirit for cultural revelries embedded in the Filipino life is now an important undertaking. However, one thing is clear, not only for Buhayani Festival but also other cultural festivities in the country, festivals can still be celebrated despite the limitations of the current situation. References Arab News. (2021, January 30). COVID-19: Life won’t return to normal for at least 2 years, expert warns. Retrieved from Aeab News Website: https://www.arabnews.com/ node/1800981/world Arayata, C. (2020, October 19). Performers connect online during pandemic. Retrieved from Philippine News Agency Website: https://www.pna.gov.ph/articles/1118941 Academia Letters, June 2021 ©2021 by the author — Open Access — Distributed under CC BY 4.0 Corresponding Author: Laurence Beruin, lancehrin.08@gmail.com Citation: Beruin, L. (2021). Pandemic Festival Celebration Some Reflections for Buhayani Festival. Academia Letters, Article 1027. https://doi.org/10.20935/AL1027. 4 Beruin, L. C. (2018, December). Buhayani Festival: A Story Made for the Calambeños. doi:10.13140/RG.2.2.24895.64161 DOT. (2020, June 22). Tourism industry hikes share in GDP to 13%; Puyat sees strong recovery from pandemic. Retrieved from Department of Tourism Website: http://www. tourism.gov.ph/news_features/TourismIndustryHikes.aspx Ferreras, V. (2021, January 26). With no end to the pandemic in sight, local governments urged to adapt to new normal of festivals. Retrieved from CNN Philippines Website: https://www.cnnphilippines.com/news/2021/1/26/no-end-pandemic-local-government-adaptnew-normal-festivals-.html Jerusalem, J. J. (2020, October 19). Camiguin’s Lanzones Festival goes online. Retrieved from Inquirer.net Website: https://newsinfo.inquirer.net/1349530/camiguins-lanzones-festivalgoes-online Mizzau, L., Montanari, F., & Massi, M. (2019). Extending a Festival’s Social Atmosphere Online: The Case of Fotografia Europea. In M. Volgger, & D. Pfister (Eds.), Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding, (pp. 277-289). Emerald Publishing Limited. Tanford, S., & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management(61), 209-220. doi:10.1016/j.tourman.2017.02.005 (2020). What Future for Festivals. Salzburg: Salzburg Global Seminar. Retrieved from https://www.salzburgglobal.org/fileadmin/user_upload/Documents/2020-2029/2020/Session_646/ SalzburgGlobal_Report_646__online_.pdf WHO. (2021, April 9). Philippines Situation. Retrieved from World Health Organization Website: https://covid19.who.int/region/wpro/country/ph Academia Letters, June 2021 ©2021 by the author — Open Access — Distributed under CC BY 4.0 Corresponding Author: Laurence Beruin, lancehrin.08@gmail.com Citation: Beruin, L. (2021). Pandemic Festival Celebration Some Reflections for Buhayani Festival. Academia Letters, Article 1027. https://doi.org/10.20935/AL1027. 5