Outside, February’s cold grips New England. Inside, couples arrive dressed for romance, friends embrace, and a live reggae band fills the room with warmth. For one evening, winter gives way to love.

This is the atmosphere George Mulindwa has spent four years creating. Now, as Lovers ReggaeFest approaches its fifth edition on February 13, 2027, at the Crowne Plaza Hotel in Woburn, Massachusetts, his vision has become a Valentine’s tradition people await.

At its heart is lovers rock, reggae’s tender, romantic side. Its songs speak of devotion, longing, forgiveness and belonging: feelings that travel easily across borders, generations and cultures.

Mulindwa has built an occasion where those emotions have somewhere to live. There is dinner, dancing and the pleasure of dressing up for someone special. A suit leaves the wardrobe. A dress is chosen. Everyday responsibilities pause long enough for people to enjoy one another.

What began in a modest hall, drawing mainly Ugandans and fellow East Africans, has grown into a hotel celebration with an expanding Caribbean audience. Guests arrive from different backgrounds, but the music gives them common ground.

The gathering has become a date to plan around, an evening to anticipate and a reason to reunite despite the winter. Returning guests bring friends, widening the circle with each edition.

Its impact reaches beyond the ballroom. Mulindwa recalls a hotel manager remarking that rooms are booked and the bar is full on the night of the event. The observation captures how a community celebration has become a bustling occasion for the hotel.

Mulindwa’s relationship with reggae began in Uganda, where he developed his career as an artist and worked at Radio Simba. He carried that connection into the diaspora, using familiar rhythms to create new memories far from home.

Providing the musical heartbeat is the Conscious Reggae Band, whose members hail from Jamaica and neighbouring Caribbean islands. They have performed with Mulindwa for more than a decade and are committed to returning for the fifth edition.

Their longstanding partnership brings an ease to the stage, allowing the evening to move naturally between listening, singing along and dancing. Live reggae gives the celebration its pulse; the audience supplies its spirit.

Mulindwa credits the tradition’s growth to the community. He recognises Maureen Asiimwe of the Uganda Boston Community Association. Damali Nanfuka of Spirit of Uganda, Geofrey Kaweesa, Nsereko Simple and Geofrey kawesa of Radio Uganda Boston, fellow artists and the many individuals who continue showing up.

The fifth edition’s theme, “Gratitude,” reflects that support: four years of shared evenings, enduring friendships and people choosing to keep the gathering alive.

Elegance comes with rewards. The best-dressed man and woman will each win $500, while the winning couple will receive a night in a hotel suite. Tickets cost $150 for dinner and entertainment.

Following last year’s appearance by Mesach Semakula, the forthcoming programme is expected to feature Madagascar’s Reu-Niza, Safia Leslie, Karitas Kario, Angela Kalule, Amanda Nas, Grace Sekamate and Bruno Semax.

Adding the cherry on the cake will be Ruth Wanyana and Patriko Mujuuka, two of Uganda’s top radio personalities and finest MCs. Returning after last year’s edition, they will bring their warmth and humour to the celebrations.

For Mulindwa, the achievement is measured in people returning: couples making another memory, friends finding one another and newcomers discovering a place in the celebration.

That is how a musical evening becomes a tradition. People remember how it made them feel, then begin looking forward to feeling it again. Love gives them the reason to gather; reggae gives that gathering a rhythm they can carry home. 

Outside, February holds its chill. Inside, love keeps time with reggae.