What more could Vancouver want than a festival celebrating its own urban culture? Lucky Lady IV’s three days of business, music, culture and partying was an interesting experience to say the least.
Starting three years ago as a boat cruise and networking opportunity for new graduates, it seems that this year’s three day expansion was the start of a brand evolution. Separated into three themes -- Connect, Discover and Explore -- each day had a different array of attendees, largely due to the activities offered in each session.
Connect was all about brand evolution, networking and had a conference vibe. It included guest speakers and companies that aimed to stimulate the imaginations of new graduates. However, there was no sign of the ‘urban feel’ promised in the previews. Instead, Connect felt awkward, led by the attendees’ earnest utilization of the networking advice explained to them by keynote speaker Glenn Young at the start of the night.
An interesting addition to the festival was the "LLIV Woman of Potential," which gives the opportunity for a woman to win $1,000 and become the brand ambassador for the next year of Lucky Lady.
Discover, the second day of the festival, was the highly anticipated boat cruise. Even before the event started, there was an excitement and buzz amongst the attendees. Beautiful women in white and gold dresses posed on the top deck for Instagram photos. Were these the Lucky Ladies?
Unlike the women, men were casually dressed. Some had donned their best bucket hats for the party. The top and middle decks of the boat hosted beautiful views of the harbour rarely seen by road, made even better by the bright city lights. An odd mix of dinner party and club scene, with the boat’s plastic cup stocked bars. Is this what the young urbanites of Vancouver want? A $100 boat cruise?
Celebrate was, if a little quiet, a perfect set up for a so-called urban festival. The acts were local, however most people were there to see headliner Walshy Fire of Major Lazer, not the opening variety show. This all ages event had an average age of 16, perhaps due to the festival starting at 6 p.m. on a Sunday night, or because it coincided with a FIFA match. The highlight of Celebrate was the live art showcase battle held between Art battle champion of Canada Yared Nigussu, and local artist Jace Kim. It was unfortunate that there were not more people engaging with the stage and watching the artists, instead of sleepily smoking cigarettes on the hill next to the stage. The overall impression was that instead of trying to bring culture to youth and young adults, the brand was using urban culture as a draw, and it turned into a sketchy outdoor prom.
As a brand, Lucky Lady has potential. They have the imagination required for rebranding, they have identified a need in the market and they understand the importance of mainstream urban cultural representation in Vancouver. This being the beginning of the rebranding, next year will hopefully feel less disjointed, and attract a bigger and more dynamic crowd.