Here are the events planned in Memphis

Billed as a “cultural celebration,” the Southern Heritage Classic has grown from a spirited gridiron battle to a multifaceted community event since launching in 1990. 

The brainchild of promoter Fred Jones, the event has been built around the annual Jackson State/Tennessee State football game, which serves as the centerpiece of the Southern Heritage Classic. (This year marks Jackson State’s final year participating in the game.)

The Classic will feature three days of events that include a mental health awareness seminar, a college and career fair, a fashion show, a parade, multiple musical concerts and various gameday festivities leading up to the main event. 

The most recent study by the University of Memphis’ Bureau of Sport and Leisure Commerce estimated the direct local economic impact of the Classic in the $10 million range, with its total impact twice that at more than $20 million.