On November 2, 1983, the Congress of the United States passed a veto-proof bill, signed by President Ronald Reagan, marking the third Monday of January as the official federal holiday honoring Martin Luther King, Jr. In 1985 the King family engaged Rev. Cecil Williams to establish the official organization to host Northern California’s annual birthday celebrations in honor of Dr. King. On December 28, 2009, Rev. Cecil Williams urged that a new leadership carry on the work fostered for nearly a quarter of a century. San Francisco’s Dr. Martin Luther King, Jr. Birthday Observance is one of the premier celebrations and represents a unique and extraordinary experience with celebrants from throughout the region, nationally acclaimed festivals, Grammy-winning musicians, the nation’s most comprehensive transit partnership; and one of the America’s largest MLK commemorative marches. The Annual Events each week leading up the third Monday in January people of every age, background and walk of life experience free festivals, events, and service opportunities in honor of Dr. King. The region’s great diversity enriches the NorcalMLK experience and creates valuable opportunities to engage new audiences.

• Increase the number of attendees at each event by 10%;
• Extend the commemorative transit partnerships to the new waterway systems and Amtrak carriers to California's central valley;
• Increase outreach partnerships on social media and connected TV; and

Activity 1: Event Planning

• Description: Plan annual MLK celebration events
• Description: Development of event formats
• Responsible Team: Team: NorcalMLK Planning Team/Planning Team Coordinator
• Timeline: Month 1 thru 6

Activity 2: Event Marketing and Outreach

• Description: Development and management of regional and national media campaigns and social media platforms
• Responsible Team: MLK Marketing &s; Social Media Team Leads
• Timeline: Ongoing