Brooklyn's Progress
April/May 2007

BY GREGG ROSS

For 30 days in June, The Russian American Arts Foundation (RAAF) will be joining forces with Mayor Michael Bloomberg and the City of New York as well as the Daily News to host the 5th Annual Russian Heritage Festival. Hailed as the only one of its kind in the United States, the festival is an opportunity for all New Yorkers to celebrate the city’s rich, diverse Russian-speaking community. The month long festival will consist of exciting cultural events, craft fairs, business networking opportunities, health and career fairs, art exhibits, great performances, and ethnic foods that celebrate and honor New York’s community of émigrés from the former Soviet Union.

The Russian American Arts Foundation was founded in 1997 by two émigrés, Marina Kovalyov and Rina Kirshner, who both have extensive histories in marketing, promotion and finance. In addition to being successful businesswomen, Ms. Kovalyov and Ms. Kirshner are highly respected leaders in the Russian speaking community. Ms. Kovalyov’s story is the American dream. When she moved to the United States from St. Petersburg, she could barely speak English. Today Ms. Kovalyov is regarded by Mayor Bloomberg as someone “who makes a big difference in the community.” Ms. Kovalyov and Ms. Kirshner have successfully introduced new companies to the Russian market, including Target, the Daily News and many others.

This year more than 150,000 people are expected to attend the Festival’s activities. Roughly half of those spectators will come to the festival’s two signature events in Asser Levy Park, Brooklyn: “Together in New York Community Festival” on June 3 and the “Community Health and Sports Fair” on June 10.

At the “Together in New York Community Festival,” visitors will sample delicious ethnic foods, watch performances by talented Russian-speaking youth, peruse works of arts by Russian American artists and craftsmen, as well as discover various businesses and organizations that serve New York’s Russian speaking population.

The “Community Health and Sports Fair” is a unique opportunity for health care providers, service organizations, nutrition and wellness counselors, and many others to meet Russian-speaking New Yorkers. Visitors will be treated to showcases by community sports schools and athletic leagues, and will be offered free diabetes testing and numerous other screenings.

The Russian American Arts Foundation encourages business and organizations of all sizes to participate in the festival. Participants will be able to meet new customers face to face, develop business leads, distribute materials to tens of thousands of people, and introduce products and services to one of the most important markets in the tri-state area, a market that would otherwise be inaccessible by conventional promotional means. Sponsors have the opportunity to advertise on local ethnic television stations, run advertisements in a special section in the Daily News, and in a variety of local ethnic newspapers. A special 4-color festival guide will be distributed to over 50,000 institutions and businesses citywide.

This June, come out to discover New York’s greatest asset - the diverse cultures of its people! To get involved with the Russian Heritage Festival, to become a sponsor, or for more information, please contact Zhana Borisevic at the Russian American Arts Foundation, Inc. at 212-687-6118 ext. 201, or at zhanab4@aol.com.