If it ainít broke, donít fix it.
Itís advice that organizers of the former Live at Squamish music festival should have followed.
We learned last week that the event has been re-named the Squamish Valley Music Festival (SVMF) and I think the head scratching has been going on ever since.
Creating and developing a brand is no easy task and almost everyone Iíve talked to, both in and out of Squamish, was aware of and had a positive image of the Live at Squamish brand.
So, why the change?
Paul Runnals, the executive producer of the festival, told the media that the Live at Squamish name was causing confusion. He claimed that people were calling it ďSquamish LiveĒ or other incorrect names. So to solve that problem they decided to add the word ďvalley.Ē Doesnít make a whole lot of sense to me.
The new name of the festival is clunky and awkward and thereís really no way to shorten it and make it sound cool. Even the acronym SVMF is a little unusual. I wonít even get into the fact that technically itís not even taking place in the Squamish Valley in the first place.
Runnals also said the festival is going to become bigger and better ó and strengthened that claim by announcing that the festival is now moving to two days instead of three!?! It all doesnít add up, especially considering that the event has done almost everything right since making its debut.
Iím sure everyone would have appreciated a few bigger names for the festival but attendance has steadily gone up, recognition has increased and the event is becoming well known throughout the entire Pacific Northwest.
The SVMF name makes me think of hippies holding hands and singing Kumbaya, when the festival should be all about rocking out in a loud fashion.
But hey, Iím sure the folks at brand.live know what theyíre doing. They helped turn Live at Squamish into a success and hopefully this re-branding works wonders for the festival.
I just hope that, come August, Iím not sitting in a field listening to poetry while a harp plays in the background. Live at Squamish has rocked for three years and letís hope the SVMF continues that tradition.