Today we’d like to introduce you to Treona (Tree) Kelty.
Hi Treona (Tree), we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My journey began with a desire to create opportunities and spaces where Black-owned businesses could be seen, supported, and celebrated. I have always believed that small businesses can transform families and communities when they are given the right platform.
I started by organizing events under SoulFULL Vegan Events, combining my passion for community, entrepreneurship, and plant-based living. What began as vegan-centered programming eventually grew into something much larger. I realized that the vendors and communities I served needed consistent opportunities throughout the year—not just a single event. That vision led me to expand the company into Festival Factory Events.
Today, Festival Factory Events produces large-scale, family-friendly festivals throughout Hampton Roads, including the Hampton Roads Black Gay Pride Festival, Hampton Roads Black Food Fest, Virginia SoulFULL Vegan Fest, and Taste of Virginia Fest. Our festivals are free to attend and bring together food trucks, product vendors, entertainers, community organizations, sponsors, and thousands of guests. My goal is to create experiences that celebrate culture while also generating real economic opportunities for local entrepreneurs.
I also created Black on Black Market to give Black-owned businesses a more permanent place to sell their products outside of festivals and pop-up events. The marketplace was designed to help entrepreneurs increase their visibility, connect with customers, and grow their businesses in a supportive retail environment.
The journey has required me to learn every part of the business—from vendor coordination and marketing to sponsorship development, city permitting, staffing, budgeting, and event operations. There have been challenges, especially as the cost of producing community events continues to rise, but each challenge has made me more resourceful and intentional.
What started as an idea to create space for a few businesses has grown into a platform serving hundreds of entrepreneurs and thousands of community members. I am still building, learning, and expanding, but the mission remains the same: to create spaces where people feel represented, small businesses can thrive, and the community can come together.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road. One of the biggest challenges has been carrying the financial risk that comes with producing large community events. Our festivals are free to attend, but the costs of permits, security, insurance, equipment, entertainment, marketing, staffing, and city requirements continue to increase. Weather is another major factor. Months of planning and thousands of dollars can be affected by one storm or an unexpected postponement.
Building the right team has also been a learning experience. In the beginning, I tried to handle almost everything myself—from communicating with vendors and securing sponsors to creating marketing materials and managing festival operations. As the events grew, I had to learn how to delegate, develop systems, and trust other people with the vision.
Black on Black Market presented a different set of challenges. Operating a physical retail location taught me about leases, overhead expenses, inventory management, vendor relationships, and the importance of choosing the right location. Providing a consistent space for small businesses is meaningful, but keeping that space financially sustainable requires constant planning and creativity.
Access to funding and corporate partnerships has also been difficult. Our events create economic opportunities for local businesses and serve thousands of people, but community-centered organizations do not always receive the funding or institutional support that reflects their impact. I have often had to move forward with limited resources while continuing to advocate for our value.
There have been moments when I questioned whether I could continue, but the vendors, attendees, and entrepreneurs we serve remind me why this work matters. Every challenge has taught me to be more strategic, protect the business financially, build stronger partnerships, and create better systems. The road has not been easy, but it has made me a stronger leader and a more intentional business owner.
As you know, we’re big fans of My businesses are Festival Factory Events and Black on Black Market.. For our readers who might not be as familiar what can you tell them about the brand?
Festival Factory Events is a community-centered event production company specializing in large-scale cultural festivals, vendor markets, expos, and experiences throughout Hampton Roads. We are known for creating welcoming, family-friendly events that celebrate food, culture, wellness, entrepreneurship, and community.
Our signature events include the Hampton Roads Black Gay Pride Festival, Hampton Roads Black Food Fest, Virginia SoulFULL Vegan Fest, Taste of Virginia Fest, and the Women’s Health, Wealth & Wellness Expo. Our larger outdoor festivals have welcomed approximately 5,000 to 8,000 attendees and more than 100 food, product, and service vendors. Every festival we produce is free for the community to attend.
Black on Black Market is a retail marketplace and business-support platform created to increase the visibility of Black-owned businesses. It gives entrepreneurs an opportunity to introduce their products to new customers, build brand awareness, and generate revenue through retail, pop-up markets, and community events.
What sets our brands apart is that we do more than provide vendor spaces. We intentionally create platforms where small businesses can be discovered, supported, and connected to opportunities they may not have been able to access independently. We promote our vendors, connect them with thousands of potential customers, and create experiences where the community can shop, eat, celebrate, and feel represented.
I am most proud of the economic impact our brands have created. When thousands of people attend one of our festivals, that support goes directly to food trucks, artists, makers, retailers, service providers, and other local entrepreneurs. For some vendors, one successful festival can introduce their business to hundreds of new customers in a single day.
I am also proud that our events celebrate communities that have not always been given enough space or visibility. Whether we are highlighting Black-owned restaurants, plant-based businesses, women entrepreneurs, or the Black LGBTQ+ community, every event is created with purpose.
I want readers to understand that Festival Factory Events and Black on Black Market are not simply event and retail brands. They are economic-development platforms built around culture, representation, and opportunity. Our mission is to create spaces where small businesses can thrive and where the community can experience something meaningful, accessible, and rooted in who we are.
What matters most to you? Why?
What matters most to me is creating opportunities that help people build something sustainable for themselves, their families, and their communities. I know how difficult it can be for a small business owner to gain visibility, reach new customers, and access the resources needed to grow. I want Festival Factory Events and Black on Black Market to be platforms that make that journey a little easier.
Representation also matters deeply to me. People deserve to attend events, visit businesses, and enter spaces where they feel welcomed, celebrated, and reflected. That is why I am intentional about creating experiences that highlight Black-owned businesses, women entrepreneurs, the Black LGBTQ+ community, plant-based living, and the diversity of Hampton Roads.
Most importantly, I want my work to create a lasting economic impact. When a vendor has a successful day, gains a loyal customer, or grows enough to open a storefront, that success reaches beyond one person. It can strengthen a household, create jobs, and inspire someone else to pursue an idea.
My goal is not simply to host successful events. I want to build a legacy of opportunity, ownership, and community support. Seeing entrepreneurs believe more deeply in their businesses—and watching the community show up for them—is what makes this work meaningful to me.
Contact Info:
- Website: https://Festivalfactoryevents.Com
- Instagram: @blackonblackmarket
