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In 1998, the Festival added the Congo Square poster series. Posters feature a performer or the overall theme of the Festival, and all posters are commissioned by the Festival. The first poster was designed by Sharon Dinkins and Thorn Grafton. The poster series has been very popular with collectors. In 2001, when Louis Armstrong's centennial was celebrated, 650,000 people attended. By the end of the 1980s, attendance peaked at 300,000. The first Jazz Fest lineup included Mahalia Jackson (who was not booked, but simply heard about the Festival and showed up to sing), the Preservation Hall Jazz Band, Duke Ellington, Pete Fountain, Al Hirt, Clifton Chenier, Fats Domino, and The Meters This first lineup received an audience of 350 people, but the numbers grew every year, especially after the introduction of a limited edition silkscreen poster series in 1975. AEG Live became a co-producer of the festival in 2004. Quint Davis holds the position of CEO of Festival Productions, Inc.- New Orleans, while Miner is largely credited with founding the New Orleans Jazz & Heritage Foundation Archive. After Wein established the Festival, Miner and Davis oversaw operations of Festival Productions Inc.-New Orleans for many years under the supervision of Wein and the Foundation Board. The first person the pair booked was Snooks Eaglin, a street singer who performed at the festival every year. They went to black clubs to hire performers rather than to Bourbon Street or other tourist destinations because it was at these clubs that live music was being produced. Both Miner and Davis knew a great deal about jazz.

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Allen, the curator of Tulane University's Hogan Jazz Archives, recommended Archive employee Allison Miner and intern Quint Davis to Wein to help produce the first festival. To produce the Festival in New Orleans, Wein assembled advisers, among them Ellis Marsalis, Richard B.