Photo: Collage by Kateleigh Drumm / America Amplified

WNIJ is finding ways to create inclusive and impactful events to reach new communities

Introducing Familia Fest featuring the Hola Cup—a vibrant celebration of soccer, family, and community! When Jenna Dooley, News Director at WNIJ-FM, first envisioned Familia Fest, she was driven by a clear goal: to deepen the station’s connection with the Spanish-speaking community in DeKalb County in northern Illinois. “We’ve been trying to reach this audience for more than five years,” Jenna explains. “We even launched a Spanish-language digital website, but we were still facing challenges in making that connection.”

The breakthrough came when WNIJ-FM partnered with the community organization that runs the DeKalb Day of the Dead festival. “That partnership opened doors for us,” Jenna recalls. “It showed us that to truly engage, we needed to meet the community where they are—both culturally and physically.”

This realization led to the idea of the station hosting a soccer tournament. “Soccer is more than just a game; it’s a cultural touchstone for many in the Spanish-speaking community,” Jenna says. “We saw it as the perfect way to bring people together, not just for the love of the sport, but for a day that celebrated family, culture, and community.”

The Challenge:

The challenge was to create an event that would resonate with a wide audience. “We knew that we had to move beyond just niche activities,” she notes. “The event had to offer something for everyone—whether you were a soccer fan, a parent, or just someone looking for a fun day out with your family.”

Credit: Photos by Carley Anderson and Spencer Tritt

The Solution:

Diversify Your Offerings: “We made sure there were activities for all ages and interests,” Jenna explains. “From face painting and bounce houses to healthcare services and school registration, we wanted everyone to feel welcome and find something of value.” By incorporating a variety of activities, Familia Fest was able to attract not just soccer fans but also families, children, and individuals interested in health, education, and entertainment.

Partner with Local Organizations: Jenna understood the importance of collaboration in expanding the scope and impact of the event. “Working with local schools, healthcare providers, and businesses allowed us to expand what we could offer,” she says. Partnering with community organizations, like the one behind the DeKalb Day of the Dead festival, was key to reaching a broader audience and providing a wide range of services and activities that met the diverse needs of the community.

Location Matters: Choosing the right venue was also crucial to the event’s success. WNIJ  is located on the campus of Northern Illinois University about one hour west of Chicago. “Familia Fest’s location on NIU’s ‘North 40’ field provided ample space for a variety of activities,” Jenna notes. “It allowed attendees to spread out and enjoy the event at their own pace, making it accessible and inviting to all community members.” The location played a significant role in creating an atmosphere where everyone could feel comfortable and engaged.

The Takeaways:

Reflecting on the success of Familia Fest, Jenna shares key insights for other newsrooms:. “The biggest lesson is to think broadly about your community’s needs,” she advises. “When you create an event that’s inclusive and diverse, you engage more deeply with your audience. It’s not just about broadcasting; it’s about being a community leader.”

In organizing Familia Fest, Jenna Dooley didn’t just create an event—she started a model for how media organizations can innovate to better serve their communities. “It’s about listening, partnering, and being willing to try new things,” Jenna concludes. “That’s how you make a lasting impact.”