Jazz Fest has helped carry the New Orleans brand far and wide, Kappus said. Major music events around the world routinely include Louisiana bands in their lineups, and younger musicians are finding the kind of fame that once accrued only to long-established groups such as the Neville Brothers.

"Five years ago, Trombone Shorty had barely played outside of New Orleans, and recently, he's played on five continents in two months," Kappus said.

Along with showcasing the city's musical and culinary assets, Jazz Fest also shines a light on its visual artists and artisans, many of whom reflect New Orleans' diverse cultural roots.

In a large heritage exhibit area, mixed-media artist and New Orleans native Epaul Julien on Friday showed off elegant, framed montages of his photographs and drawings. He said his work "is all about New Orleans," but it also flows from his Haitian and Senegalese heritage.

"My great-great grandfather came here after fleeing the Haitian Revolution in 1802," he said.

Like local musicians and food vendors, Julien's art also is finding a wider audience. Next month he will show his work at an exhibit in Milan, Italy.

Displays by such local artists deepen the cultural experience of a visit to Jazz Fest, but many would probably still say the biggest draw is fun.

"I have a friend who's been coming to this festival for 20 years, and he used to tell me I was an idiot for not coming," New Yorker Steven Rolnik said Friday as he finished off a plate of Cajun boudin. "Well, this is my second time at the festival, and you know what? My friend was right."