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  1. Production & Strategy
  2. Strategy

When a Concert Isn't Just a Concert: Innovative Ideas From the First Life Is Beautiful Festival

With the lofty goals of revitalizing downtown Las Vegas and building a vibrant business community, the inaugural festival wove together music, art, food, and TED-style talks across 15 urban blocks.

Alesandra Dubin
October 29, 2013

The Life Is Beautiful Festival took over downtown Las Vegas this past weekend, bringing a slate of music, food, art, and educational programming to a part of town not known in recent years for owning the national media spotlight, largely overshadowed by the glitzier, glossier Las Vegas Boulevard Strip events and venues. But that's just the point: as a centerpiece of the Downtown Project, led by Zappos C.E.O. Tony Hsieh and meant to revitalize the area and build community, the festival is among the projects bringing it back into total relevance as an event and venue capital—with a distinct energy.

And energy there was. Think Coachella, but instead of the remote in-the-middle-of-nowhere desert location, there was a smack-dab-in-an-urban-center location, with tens of thousands of ticket holders swarming 15 closed city blocks dotted with five music stages, food offerings, Ferris wheels, an eclectic—and grand-scale—street art program curated by Charlotte Dutoit, a learning program with a range of notable speakers (including festival organizers), and clever sponsor integrations that engaged the crowd.

With such diverse cross-disciplinary offerings, stages and activations took place inside downtown's permanent sites (like bars and clubs) as well as tents and alfresco venues. Indeed, Hsieh's marquee talk about his plans to revive downtown by building an engaged community saw eager attendees forming a line outside the Fremont Country Club live music venue. Unseasonably warm weather added to a feel-good vibe, amid an atmosphere meant to be inspirational—along the lines of the festival's name.

Festival founder Rehan Choudhry, who is also the C.E.O. of Aurelian Marketing Group, pulled the massive undertaking together with partners Another Planet Entertainment, Maktub Marketing, and the Downtown Project.

Here's a look inside the festival that some thought had only the unlikeliest chance of succeeding.

Fans flocked to multiple stages for daytime and headline entertainment including Beck, Jurassic 5, Imagine Dragons, Vampire Weekend, and the Killers.
Fans flocked to multiple stages for daytime and headline entertainment including Beck, Jurassic 5, Imagine Dragons, Vampire Weekend, and the Killers.
Photo: FilmMagic
Las Vegas's under-construction observation wheel the Linq—which is set to be the largest in the world when it opens—sponsored a (much smaller) Ferris wheel within the festival grounds. And it served as an unmissable festive backdrop amid the glowing downtown urban landscape.
Las Vegas's under-construction observation wheel the Linq—which is set to be the largest in the world when it opens—sponsored a (much smaller) Ferris wheel within the festival grounds. And it served as an unmissable festive backdrop amid the glowing downtown urban landscape.
Photo: Jeff Kravitz/FilmMagic
The vibe at Life Is Beautiful was inspirational and celebratory, with fans seemingly aware that the festival was part of a larger civic mission instead of an ordinary concert.
The vibe at Life Is Beautiful was inspirational and celebratory, with fans seemingly aware that the festival was part of a larger civic mission instead of an ordinary concert.
Photo: FilmMagic
Cirque du Soleil performers had a big presence at the event, performing throughout the two-day run.
Cirque du Soleil performers had a big presence at the event, performing throughout the two-day run.
Photo: FilmMagic
A giant, colorful painted wall by Zio Ziegler was among the large-scale pieces that made up the arts component of the four-pronged festival.
A giant, colorful painted wall by Zio Ziegler was among the large-scale pieces that made up the arts component of the four-pronged festival.
Photo: Alesandra Dubin/BizBash
Attendees left their mark on a massive scrawling wall intended as an interactive art piece where people could jot their thoughts or names.
Attendees left their mark on a massive scrawling wall intended as an interactive art piece where people could jot their thoughts or names.
Photo: Alesandra Dubin/BizBash
Susan Feniger was among the chefs on the lineup that hit the stage for demos in the 'Chefs on Stage' culinary tent.
Susan Feniger was among the chefs on the lineup that hit the stage for demos in the "Chefs on Stage" culinary tent.
Photo: FilmMagic
A far cry from traditional festival staples like fries and pizza (which were available, too), high-end chefs and restaurants offered their dishes in the 'Culinary Village.'
A far cry from traditional festival staples like fries and pizza (which were available, too), high-end chefs and restaurants offered their dishes in the "Culinary Village."
Photo: Alesandra Dubin/BizBash
Although the festival took over a paved urban area in downtown Las Vegas, a small grassy area known as the 'Secret Garden' invited guests to sit (and snap photos) amid a backdrop of eye-catching art.
Although the festival took over a paved urban area in downtown Las Vegas, a small grassy area known as the "Secret Garden" invited guests to sit (and snap photos) amid a backdrop of eye-catching art.
Photo: Alesandra Dubin/BizBash
Staffers held signs—readable in any language—to show they were available to answer any questions. It was a useful human-powered directional tool in a festival that spanned 15 city blocks.
Staffers held signs—readable in any language—to show they were available to answer any questions. It was a useful human-powered directional tool in a festival that spanned 15 city blocks.
Photo: Alesandra Dubin/BizBash
At Samsung's tent produced by Mac Presents near the Downtown Stage, festivalgoers could order free frozen yogurt by keying in their orders using Galaxy Mega devices set up on site.
At Samsung's tent produced by Mac Presents near the Downtown Stage, festivalgoers could order free frozen yogurt by keying in their orders using Galaxy Mega devices set up on site.
Photo: Ryan Chin
TH Productions produced Zappos’s Recharge Retreat within Commonwealth inside the festival grounds. The space was transformed into a bohemian destination offering attendees braids, makeup, and massages. In the evenings, there was an acoustic performance by emerging local artist Sabriel and a fashion presentation with Los Angeles artist Caroline D’Amore as DJ.
TH Productions produced Zappos’s Recharge Retreat within Commonwealth inside the festival grounds. The space was transformed into a bohemian destination offering attendees braids, makeup, and massages. In the evenings, there was an acoustic performance by emerging local artist Sabriel and a fashion presentation with Los Angeles artist Caroline D’Amore as DJ.
Photo: Sweet Orange Photography
Outside the Zappos Recharge Retreat, custom leather bracelets were distributed in pairs to stylish festivalgoers, with the idea that one could pay it forward to the next for special access. The idea was meant to embody Zappos’s customer service and community messages.
Outside the Zappos Recharge Retreat, custom leather bracelets were distributed in pairs to stylish festivalgoers, with the idea that one could pay it forward to the next for special access. The idea was meant to embody Zappos’s customer service and community messages.
Photo: Sweet Orange Photography
Alongside the largest stage, known as the Downtown Stage, V.I.P. cabanas allowed an exclusive covered viewing experience for those willing to pay.
Alongside the largest stage, known as the Downtown Stage, V.I.P. cabanas allowed an exclusive covered viewing experience for those willing to pay.
Photo: Alesandra Dubin/BizBash
Guests shot paint balls to decorate an interactive art piece.
Guests shot paint balls to decorate an interactive art piece.
Photo: Alesandra Dubin/BizBash
In the so-called 'Alchemy Garden,' wooden crates dotted with wine bottles formed a rustic bar backdrop.
In the so-called "Alchemy Garden," wooden crates dotted with wine bottles formed a rustic bar backdrop.
Photo: Alesandra Dubin/BizBash
It was perhaps the most well-charged crowd at any festival: popular charging stations from various sponsors were available in multiple lounges and stations throughout the sprawling grounds.
It was perhaps the most well-charged crowd at any festival: popular charging stations from various sponsors were available in multiple lounges and stations throughout the sprawling grounds.
Photo: Alesandra Dubin/BizBash
Among the many diverse facets of the multi-prong festival was 'Charity Lane,' a dedicated place for organizations to promote their causes.
Among the many diverse facets of the multi-prong festival was "Charity Lane," a dedicated place for organizations to promote their causes.
Photo: Alesandra Dubin/BizBash
On Sunday afternoon, hip-hop act Jurassic 5 (the members of which arrived in a motorcycle-drawn carriage) got the crowd revved up from the Downtown Stage.
On Sunday afternoon, hip-hop act Jurassic 5 (the members of which arrived in a motorcycle-drawn carriage) got the crowd revved up from the Downtown Stage.
Photo: Jeff Kravitz/FilmMagic
The Red Bull Sound Select Tour Bus Stage drew fans for high-energy performances—and was among the many corporate sponsorship presences at the inaugural festival.
The Red Bull Sound Select Tour Bus Stage drew fans for high-energy performances—and was among the many corporate sponsorship presences at the inaugural festival.
Photo: Carlo Cruz/Red Bull Content Pool
Toyota screen printed logo tote bags with the message 'Life Is Beautiful,' and attendees formed long lines for the swag—among the festival's free perks.
Toyota screen printed logo tote bags with the message "Life Is Beautiful," and attendees formed long lines for the swag—among the festival's free perks.
Photo: Alesandra Dubin/BizBash
For a Vegas-specific brand activation, Toyota also offered prizes for festivalgoers who rolled a pair of oversize fuzzy dice; prizes corresponded to the sum of the number rolled on the dice.
For a Vegas-specific brand activation, Toyota also offered prizes for festivalgoers who rolled a pair of oversize fuzzy dice; prizes corresponded to the sum of the number rolled on the dice.
Photo: Alesandra Dubin/BizBash
At its activation, sponsor Yelp offered perks and goodies for attendees willing to check in on their devices.
At its activation, sponsor Yelp offered perks and goodies for attendees willing to check in on their devices.
Photo: Alesandra Dubin/BizBash
Guests could refill their own bottles and cups for a more environmentally friendly approach to refreshments at water stations set up around the festival grounds. It was an unseasonably warm weekend in town.
Guests could refill their own bottles and cups for a more environmentally friendly approach to refreshments at water stations set up around the festival grounds. It was an unseasonably warm weekend in town.
Photo: Alesandra Dubin/BizBash
An art piece from Burning Man towered over Container Park, an element of Tony Hsieh's Downtown Project vision for downtown Las Vegas.
An art piece from Burning Man towered over Container Park, an element of Tony Hsieh's Downtown Project vision for downtown Las Vegas.
Photo: Alesandra Dubin/BizBash
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