Although only in it’s fifth year the (former) Broadbeach Country Music Festival has experienced outstanding growth. In 2017 attendance figures grew by over 70% contributing to 55,000 people descending upon Broadbeach over 3 days in late July.
As a ‘first timer’ I was completely blown away by this incredible festival, the passion of the attendees and the fact that a small team of seven bought this entire thing to life. Quite extraordinary when this one event contributes literally millions to the local Gold Coast economy.
When I first started with Broadbeach Alliance in July there were discussions about 'refreshing' the existing logo for 2018. However, as more questions were asked, it became obvious that a more thought out strategy was required to create a brand that could reflect the status of what is very likely to be given a major festival status on Queensland's event calendar.
An extensive workshop with the Broadbeach team, members of the board and tourism representatives allowed us to delve into the Country music genre from a global perspective and redefine our understanding of not only our current audience but our secondary audience which is quickly emerging..
As a ‘first timer’ I was completely blown away by this incredible festival, the passion of the attendees and the fact that a small team of seven bought this entire thing to life. Quite extraordinary when this one event contributes literally millions to the local Gold Coast economy.
When I first started with Broadbeach Alliance in July there were discussions about 'refreshing' the existing logo for 2018. However, as more questions were asked, it became obvious that a more thought out strategy was required to create a brand that could reflect the status of what is very likely to be given a major festival status on Queensland's event calendar.
An extensive workshop with the Broadbeach team, members of the board and tourism representatives allowed us to delve into the Country music genre from a global perspective and redefine our understanding of not only our current audience but our secondary audience which is quickly emerging..
What was incredibly interesting was the perception of Country Music here in Australia compared to that of the USA and apparently even the decade you were born influences the perception of this genre. For example baby boomers more often than not view Country Music as 'Daggy'. It wasn't until the likes of Taylor Swift, Shania Twain and Keith Urban for perceptions to shift and acknowledgement of this style of music and it's ability to be blended with other musical genres to be acknowledged and accepted.
There were two significant outcomes from the workshop which were the catalyst for changing the name of the festival:
There were two significant outcomes from the workshop which were the catalyst for changing the name of the festival:
1. Whilst this is and will remain an authentic Country Music Festival we had to really embrace being open to the potential of blending musical genres to attract diverse audiences. Therefore the word ‘Country’ should remain in the title but not OWN it.
2. With such a significant increase in numbers and a respected reputation from artists and festival attendees the festival is now attracting national and international visitors. It really is a NATIONAL event. Therefore whilst Broadbeach will still be the footprint and heart beat of the festival we needed a name that would have universal appeal and not instigate a 'regional' perception.
To reflect it's status of Australia's fastest growing music festival we had to have a name that was bigger than it's locality, was built for longevity and had the potential of becoming a household name.
Why Groundwater?
Each person that attended the workshop was asked to come up with a name. Festival Director, Mark Duckworth emailed me through his suggestion of 'Groundwater'. I thought it was very unusual but liked how it look and as soon as it was said out loud it seemed to stick.
It has a coolness and edginess about it; it is short, it is rememberable and it is unique.
Better still in addition to being a common farming term, Groundwater has more lineage with the Australian people than I could have imagined when I first saw the word.
Groundwater is a common denominator in bringing people together. It reflects Australia’s unique environmental aspects, drawing from both the Aboriginal people’s close spiritual connection with the land, as well as the farming community’s reliance on groundwater for survival. Groundwater reflects the innate culture of the Australian people who use the rivers, lakes, streams, and oceans as a central part of life.
I worked on the logo concept with the very talented designer, Kiel Tillman and loved what he created. It has a simplicity about it and effortlessly cool. It depicts the blue and gold that makes this festival by the sea so distinctly different in a contemporary way.
Whilst it is obviously going to take some time for people to get used to the name change I am incredibly confident that in 12-24 months Groundwater Country Music Festival will evoke the same fondness and understanding as other global festivals around the world such as Coachella, Falls and Splendour in the Grass.
Country music at its heart is about life, passion and realism. The Groundwater Country Music Festival, Gold Coast invites visitors to come to this city for 3 days of rocking country music that will shake the earth and swell the spirit. Our festival has grown so much over the past 5 years and we thought it’s time to show a more grown up name & brand!
What do you think? Would love to know your opinion so please leave your comments below.
Whilst it is obviously going to take some time for people to get used to the name change I am incredibly confident that in 12-24 months Groundwater Country Music Festival will evoke the same fondness and understanding as other global festivals around the world such as Coachella, Falls and Splendour in the Grass.
Country music at its heart is about life, passion and realism. The Groundwater Country Music Festival, Gold Coast invites visitors to come to this city for 3 days of rocking country music that will shake the earth and swell the spirit. Our festival has grown so much over the past 5 years and we thought it’s time to show a more grown up name & brand!
What do you think? Would love to know your opinion so please leave your comments below.
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