by Kirby Lindsay, posted 19 August 2011
On Saturday & Sunday, August 27 & 28th, Lovefest returns to Fremont, at the foot of Stone Way, celebrate the community it creates with music, art, and love. The festival that began as the Fremont Lovefest on September 11th, 2010, has burgeoned into a party for a region, renamed the Northwest Lovefest. The new name has not changed the commitment of the organizers – Jake Shaw and Jeremy Westfall – to giving us a music festival that promotes positive, uplifting expressions of art through sustainable methods that demonstrate our love for one another, and the planet.
Lessons Learned (and Learning)
Approximately 1000 people attended Fremont Lovefest last year, and the U-Park lots filled with an incredibly joyful, celebratory vibe. “I think with any creation it’s the intent you put into it,” Westfall said, and “the people who came for the musicians playing Lovefest,” tended to be upbeat, positive people.
“Some people think ‘Hippy-fest,’ but it doesn’t just have to be that,” Westfall acknowledged. The organizers continually strive to make the festival more sustainable – and eco-friendly. They discourage sale of plastic bottles, and distribute free water. Attendees can B.Y.O.B., or purchase, for $1, a compostable cup. A donation-only bike valet program encourages arrival along the Burke-Gilman Trail (and the festival stretches alongside it.) Finally, any carbon waste that is created by the festival, and attendees, will be offset by TerraPass, and 1% For The Planet receives a percentage of festival proceeds.
Additionally, the festival has partnered with Blank Canvas, the Sanctuary Arts Center and Vera Project for community art projects being done at the festival., and Food Lifeline will hold a Dollar Drive. “Why are you doing an event,” Westfall asked rhetorically, “just to party, or to learn, teach and enlighten?” Lovefest remains focused on promotion of non-profits, and raising awareness among attendees – and proving enlightenment does not have to be dull. Beyond the incredible musical line-up, plenty of fun can be had by all with sidewalk chalk drawing, community painting and, of course, a group hug!
Of course, Westfall encouraged everyone to “come listen to thirty-three bands! Some of our regions most talented musicians performing a rainbow of music,” he praised. That many bands need some sort of break down, so Saturday will feature more hip-hop, rock and folk music, while Sunday will lean towards world music.
Westfall refers frequently to last year’s festival as a learning experience. They’ve maintained much of what made Lovefest successful last year, while incorporating changes. The biggest learning experience from last year, Westfall admitted, is the debt left over. “I’m just grateful that the festival can happen again,” he said.
Relationships Built (And Building)
While Shaw and Westfall want to pay down the debt, they also look to way to convert Lovefest into a free concert event, someday, “but there is so much involved,” explained Westfall, “it costs money to put things on.” Beyond the obvious costs, attendees often miss seeing some of the big ticket items – port-a-potty rental, permits, insurance, etc. “Costs have to be covered,” he admitted.
They’ve been able to lower ticket prices, to $10 a day this year, but that put more pressure on attracting sponsors, “in order to continue on into the future.” Westfall proudly described their sponsors, Alaska Airlines and Whole Foods, and the partnerships with Full Sail Brewing and Blank Canvas. He applauded them as corporate (and community) citizens, and their response to Lovefest. “We are looking for ones that match our message,” he explained, about being green, sustainable, and community-centric.
Sponsorships involve more than a check, “it can’t be a one-way street,” Westfall explained. For him, a relationship must be built between Lovefest and these companys; relationships that continue from year to year. Fremont Brewing Company, according to Westfall, couldn’t commit to a sponsorship this year, yet they donated to the kick-off ‘A Taste of Lovefest’ celebration and Westfall honors their past support for helping originally launch the festival.
“I have no problem saying ‘no,’ too,” Westfall stated. In making the rounds, he felt courted by companies offering ticketing services at great deals if Lovefest shifted their allegiance, “but [Brown Paper Tickets] has done so much for us!” Brown Paper staffed the Lovefest box office with their interns last year, promoted the event this year, and offered guidance and advice throughout. “You’ve got a relationship,” Westfall summarized, “as we grow, they grow,” and vice versa.
Westfall and Shaw intend to grow Lovefest, slowly, to allow consideration of appropriate partnerships, relationships and sponsorships that best support everyone. It can’t be an automatic yes – or no. Rather, it’s a process, the same as with vendors that display at the festival, where he encouraged them to look over the website, “and if your message does not coincide with ours…”
To see the benefits of these relationships, and the fun, music and community of Lovefest, saunter down to the foot of Stone Way (in Solsticio’s backyard) on Saturday, August 27th from 11a – 11p, and Sunday, August 28th from 11a – 10p. Entry is free for kids 10-years-old and younger, but other tickets can be purchased, again this year, through Brown Paper Tickets for $10 for one day, or $15 for two.
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©2011 Kirby Lindsay. This column is protected by intellectual property laws, including U.S. copyright laws. Reproduction, adaptation or distribution without permission is prohibited.