Barbecue Is Just the Beginning: How Memphis in May is Redefining Festival Culture
"This is not a Costco sample," Perry laughs. "Come hungry. Come ready to catch a vibe."
For decades, Memphis in May has been synonymous with smoky skies, slow-cooked meats, and pitmasters battling it out for glory. But you're missing the bigger story if you think it’s just a barbecue contest. This year, under the guidance of new Director of Marketing Tiffani Perry, the festival is undergoing a transformation one rooted in inclusivity, creativity, and culture.
"There’s a misconception that if you’re not on a team, there’s no point in coming. That couldn’t be further from the truth," Perry explains. And she’s right. The 2025 lineup includes more than just cooking contests. There's a high energy tasting experience known as Barbecue Alley, where attendees can sample hearty portions from the top pitmasters. A live DJ keeps the rhythm going, while festivalgoers get to taste, talk, and even shop for sauces and rubs in the new Barbecue Marketplace. This isn’t a sideline act it’s a main attraction.
"This is not a Costco sample," Perry laughs. "Come hungry. Come ready to catch a vibe."
The vibe is intentional. This year, Memphis in May is leaning into a curated storytelling approach. One of the most unique moves? Appointing an official tour guide. But not just any tour guide a seasoned pitmaster who understands the community, knows the history, and can break down the craft of barbecue to newcomers and diehards alike. It’s a bridge between the pit and the people, between the smoke and the story.
The goal is to create a connection to help folks see beyond the grill and into the lives and passions of the people who make this festival great. "We want to bring the audience closer to the heart of the event," Perry says.
The festival’s new elements are designed to surprise and delight: music sets from local icons, surprise appearances from brand partners like Big Green Egg, youth cooking competitions, and Home Depot-sponsored demo kitchens where barbecue masters break down their techniques in real time. There are even opportunities for attendees to shop for the rubs and sauces they just sampled, taking home more than a memory.
This shift isn’t just a marketing play. It’s a cultural one. Memphis in May is reclaiming its role as a multi-sensory celebration of all things Memphis: the grit, the soul, the rhythm, and the smoke. It’s about giving first-timers and lifelong attendees the same reason to come back.
"Barbecue may be the foundation," Perry says. "But now, it’s just the beginning."