Breckenridge Music Festival changes tune with rebranding effort
Ryan Summerlin June 18, 2013
Now into its third decade on the music scene, the Breckenridge Music Festival is challenging the rules of a traditional symphony orchestra.
This summer, they will offer a public outreach concert, putting the audience in the middle of the orchestra, reinvent their wildly successful “crossover” show — last year dedicated to the Beatles — by pairing symphony sounds with the music of Frank Sinatra and launch an effort to begin attracting bigger acts to Breckenridge.
“We’ve done a lot of work on who we are and what we’re offering,” BMF executive director Marcia Kaufmann said. “We felt that with all the changes we were making, we should generate something that’s visual to go with it.”
To that end, the organization launched a new brand — including a redesigned website, logo and marketing strategy — inspired by the community and reflecting the different and diversifying audiences the festival now serves.
The new image is intended to capture the exhilaration of live performances and the energy of year-round musical offerings, BMF representatives stated.
Online, the rebranding effort is featured in the form of a cleaner website, where information is searchable by genre, category and date and supplemented with photos, sound bites and a revised calendar.
The new logo features the shadow of a capital letter “B” inlaid with a musical note. Designers say it was the product of a series of stakeholder and public meetings and was created to belong to the community.
“We did a huge kind of brand discovery, figuring out who we are and what is our market,” said Erin McGinnis, president of McGraphix, the company that led the redesign, and a BMF board member. “We tried to keep things simple because the world is so complicated and yet keep that level of excellence and professionalism and fun. We picked strong, bold colors and strong, bold graphics. That’s our template for how we’ll try to convey ourselves for the next several years, with that bold, strong feeling.”
The new face of the festival went live in time to herald the arrival of a amplified summer season, which will draw celebrated musicians and include a wider variety of performances and offerings, based on public input. The season will feature the classical shows that are the staple of the organization’s professional orchestra, as well as more varied performances of blues, jazz, rock and country music.
“We heard from the community and we are responding with new orchestra programs and bringing in even more music, more eclectic offerings and big-name performers, too,” Kaufmann stated in a release on the rebranding effort. “This summer is just the tip of one very cool iceberg.”
The summer kicks off for the BMF later this month with the Blue River Series’ “Masters of the Fiddle” concert, headlined by violinists and spouses Natalie MacMaster and Donnell Leahy. Later in the season, the Riverwalk Center will host Aaron Neville, as well as Steve Lipia, who has performed with Boston Pops, to perform in the crossover concert tribute to Frank Sinatra.
The festival also partnered with the town of Breckenridge, which will financially back the organization in an ongoing effort to bring bigger acts to Breckenridge, including a yet-to-be announced performer expected to arrive in the fall.
A full schedule of events is available on the revamped website at www.brecken ridgemusicfestival.com.
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