On June 15th and 16th it was again time
for the Moscow’s annual Usadba Jazz festival. This year the chosen location was
Archangel, around an hour and a half drive west from the centre of Moscow. This
year was no normal year; the festival was celebrating its 10th
anniversary and for the first time since it began the festival went beyond the
usual framework in honour of the 10th anniversary. Unlike other
years several mini events and projects were held on the lead up to the
festival; these included a Manor jazz pre party held in Gorky park on the 2nd
of June, a jazz from Holland event also held in Gorky park but on the 13th
of June, ‘Homestead in the City’ ran from the 19th of May till the
10th of June in the Moscow shopping mall. ‘Homestead in the City’
was in support of the young musicians contest and provided a space where
competition participants could showcase themselves and videos were posted on
the Internet. There was also a Gala
dinner held on the 31st of May. All these events built anticipation
and excitement for the main event.
The event site at Archangel had several different areas with a number of varying attractions the first being Aristocrat, this was inside the main
courtyard and the stage was for traditional jazz. The next was Parter meaning,
stalls and this area was a large open grass area between the Moscow River and
the front yard estate, this is where the fashionable stage was playing
mainstream jazz, funk, electronic, ethno-jazz and jazz-rock. Kapriz is where
the country and swing stage was and Ground Plus which was situated to the left
of the main stage where there was a designers market, workshops and exhibition.
The last two stage areas were Bereg (Bay) where acid jazz and Dj sets were playing and the Jazz Club was the area for young performers to showcase their talent and hold jam sessions with each other and attendees. Other areas included a VIP Zone, Jazz Market and
food stalls all around the event site.
The area that we are most interested in however is Sberbank’s
Interactive City, as eventum-premo was the agency behind the ideas and the
organisation. The interactive city was free to visit and upon entering guests
received passports, which they were to get stamped after visiting each
activity. Activities on offer were board games, a library where you could read
a book, movies, an observation deck, photo booth and of course free wifi. A
Green bar was also available where you could relax and enjoy non-alcoholic
beverages and you were able to receive advice on the services that Sberbank
have on offer. Elsewhere on the event site there were mobile offices provided
by Sberbank where you were able to receive the same advice and service. The balance of leisure activities and information represented and advertised the bank positively and positioned them well to the younger generation due to the festival setting.
Unfortunately I was unable to attend the event and fully
experience the Sberbank Interactive City that eventum-pemo created due to
illness, however, from speaking to colleagues I heard it was a great event with
beautiful weather and attendees enjoyed the activities on offer. The hard work
that went into the event was apparent in the office as throughout the week
members of the team were absent as they were setting up and getting ready for
the weekends events. This event was the last one taking place whilst I am here
in Moscow so I was very disappointed to miss it but I still feel privileged to
have experienced a wide variety of events and experienced the organisation and lead up to the festival. It has been an interesting and educational insight seeing the work that goes into creating and putting
on these successful events.