The good folks at Sula have managed to fuse just the right
elements of food, alcohol and music to create a successful chic festival that
has been attracting the ‘right kind’ of crowd into the vineyards situated in
the interiors of Nashik, for the last ten years. A few weeks ago, the tenth
edition of Sulafest concluded after putting up an incredible show across three
days, attracting visitors from across the country. To turn the heat on in the
music department, the festival had roped in the likes of Infected Mushroom,
BLOC Party, Nucleya, Indian Ocean and many others who enthralled the audiences
with spectacular performances. The festival had on offer a mega-mix of great
music, wine, drinks, gourmet food, fashion, shopping, activities and much more
at the idyllic environs of Sula’s scenic vineyards.
We know Goa has no vineyards and we are not talking about
whether or not Goa needs to ape Sulafest. But we have the annual Grape Escapade
and maybe there lies one opportunity to learn from another vaguely similar yet
immensely successful and popular Sulafest happening in the neighbouring state
of Maharasthra. Also, the massive gap created by the departure of mega EDM
festivals from Goa has left a huge opportunity for the state to perhaps have
its own food and music festival that does not have to only cash in on the
visitors who are in Goa around that time, but make it bigger quantitatively and
qualitatively to attract new visitors from outside Goa.
Cecilia Oldne, Global Brand Ambassador and VP, Sula, says,
“The major EDM festivals that Goa had, were focused solely on music. Sula, on
the other hand, does not cater only to the music lovers but also to those
seeking a lifestyle experience. We have wine tasting, grape stomping, vineyard
tours, so many different food stalls, different cuisine and wine, spirits and
beer – even a yoga and a run! when you bind all these multiple activities in a
beautiful location, and Goa is blessed with many, it helps attract more people
from different walks of life. We also have so many different music genres –
everything from Reggae to Techno! A festival should ideally have something for
more than just one type of person. It is also important to involve local authorities
and multiple partners who can also help promote the festival to a wider
audience, whilst ensuring smooth operations.”
According to Cecilia, the process of building SulaFest as a
festival was not easy and a lot of changes have been incorporated over the
years to make it what it is today. Additions over the years, such as ATMs,
WiFi, disabled-friendly ramps, security cameras, etc are results of a constant
effort of making a successful festival.
Taking Grape Escapade as an example, Cecilia has a few
suggestions that the organisers may look at implementing, to raise the bar of
the event a few notches. “Maybe a few more food options can be added to it.
Look at other possible beverages. Perhaps it would be a good idea to have, say,
chocolates, ice cream and cheese partners onboard. I’m sure you would still
want to have wine at Grape Escapade but also expect people to want to drink say
the best juices out there, to have a balance. With wine comes food, with food
come other beverages. Then, there are kids, family members who come along.
Maybe one shall consider a play /activity areas. It is important to build and
think out of the box to create an experience that caters to not one particular
audience. Try and think in the interest of visitors. A festival should be
logistically friendly, should cater to a wider audience and most importantly,
be safe.”
It’s a long way, but Goa can definitely start the process of
building a sustainable festival of international standards – something of its
own.
