A Legacy in Bloom: Rochester Lilac Festival
- Lori Bruton
- Apr 15
- 5 min read
May 8 – May 17, 2026Â
A chat with Jenny LoMaglio, Rochester Lilac Festival Executive ProducerÂ
Jenny, after years of planning events nationwide, how does it feel to be the one at the helm of Rochester’s most iconic tradition?Â
I am a Rochesterian through and through, and to be in this position is truly a dream for me. I don't take it for granted because it is an honor to be part of something so historical and notable. Through the years working for others, I learned what I wasn't good at and where I didn't belong. I worked in sports TV, which led to working for the Lilac Festival, and eventually, I spent nine years with the previous promoter. When the opportunity came to take over the festival as my own, I had some doubts because it is such a massive endeavor. I decided to do it because I wanted to put my mark on it and bring the festival into a new phase.
How do you balance the festival’s long history with the new changes you’ve introduced?Â
My team and I are incredibly passionate about this event. I have been with the festival for twelve seasons now, and I think about how it felt when I attended as a kid. You can still come here to watch the parade, see the beautiful flowers, and hear great music. Those are the same favorites that have existed for generations. You can really enjoy that nostalgia from years gone by.
How is the festival an economic shift for the city?
We show our sponsors and exhibitors that being part of this event is a way to grow their business. Some people tell us that their time at the festival is the kickoff to their entire season; they do more business in ten days at the festival than they do all year. We have also added a Farmers Market for three days this year during the weekday afternoons near the children's playground. You can find fresh fruit, vegetables, jams, honey, and plants. It is all about supporting local services and products.
How have you addressed the physical challenges of Highland Park’s hilly terrain?
The park is massive and hilly, so we worked to make it more welcoming from the moment you enter. We changed the footprint of the food vendors so people waiting in line are not standing in the main pathways. We set everything back to ease the traffic flow. Our VIP Skydeck is ADA accessible, and every shuttle that runs from the Monroe County Parks lots is also ADA accessible. If those lots are full, you can park your car for free and take a shuttle for a small fee. People should just allow plenty of time if they are trying to catch a specific band or a walking tour.
How do you choose the music lineup?Â
Back in the 90s, people were content listening to a church group. Now, expectations are higher. We have national touring headliners at least six or seven nights, along with local talent. We don't have a Beyonce budget, but we bring in great talent. We typically stay away from tribute bands because our local talent is so rich. We want to give them the attention they deserve, so we hold press conferences and meet and greets for them.
Where do you go when you need a quiet moment during those ten days?Â
I sit in the sunken gardens and soak it all in, reflecting and appreciating what my team and I did and how it impacts the community. My life is such a whirlwind, so I am thankful Rochester is my home. Outside of the festival, I love our Monroe County parks. I’m a homebody at heart, and it is nice to take my dog for a long walk and just breathe.
COMMUNITY FAVORITES
The Lilac Parade This is the ultimate traditional and generational event. It is a Rochester staple that brings everyone together to kick off the festivities.
Senior Day This is a quieter day at the park that leans into tradition. We offer lunch specials and gear music toward our seniors.
Art in the Park This show has grown into its own identity. Held on both weekends, it features about 200 vendors on Reservoir Avenue. We set up a food court and bar right there so you can shop and eat in one spot.
Mother’s Day A very special day at the park, it’s the perfect place to celebrate the women in your life surrounded by the fragrance of the blooms.
LOCAL VENDOR SPOTLIGHTS
Highland Lilac is a true fan favorite. They sell perfume, soaps, and tinctures that capture the specific fragrance of the lilac season, a sensory experience you can take home.
The Official Merchandise Booth We have an entire team that designs our merchandise and incorporates the annual poster art. Our merch is even for sale in eight Wegmans stores.
Guided Walking Tours We offer tours daily at 10am and 5pm. You can choose a historic or floral based tour. They are recorded for self-guided options and are available in Spanish.
LILAC TREASURES
The 2026 Poster Reveal Join us on Opening Day, May 8th, for the highly anticipated poster reveal, a cherished tradition celebrating a new local artist and unveiling the artwork that will represent the year.
Lilac Tinctures and Scents The fragrance of the festival is its calling card. Local makers create everything from lilac candles to essential oil blends that mirror the 500 varieties found in the park.
The Donut Run On the closing Sunday, the 5K and 10K races happen, but the donut run is the real treasure, with Timbits at the halfway point for a fun finish to the week.
JENNY’S PRO-TIPS FOR THE FESTIVAL
Plan Ahead: Check our website before attending.
Check the Clock: Daytime is great for quieter visits and more quality conversations with vendors. After 4pm, the crowd swells as people head in to see the bands and enjoy adult beverages.
The Two-Hour Route: Start at Reservoir Avenue to see the artists, take the flower path, grab lunch from one of our 50 vendors, and head to the music stage.
Stay Hydrated:Â We have a water trolley station where you can refill your water bottle for free.
What to Bring:Â A change of shoes, sunscreen, and a hungry belly. Rochester weather in May can be variable, so be ready for anything.
The Final Word
Jenny LoMaglio says, "Our festival has something for everyone because it is not just focused on one thing. It’s flowers, food, music, art, and community all coming together."
Jenny LoMaglio, Executive ProducerÂ
@RochesterLilacFestival