Gratitude
P3 Staff | Sep 04, 2024
Boulevardia, one of Kansas City's most iconic events, recently celebrated 10 years as a festival. What started as an audacious idea has transformed into a beloved annual event that brings together beer, music, food, and plenty of shenanigans for a celebration of local culture. Imagine a place where the best local bands share the stage with national headliners, where gourmet food trucks line the streets, and where craft beers flow freely.
Boulevardia is not just a festival; it's a dynamic fusion of community spirit, creativity, and innovation that pulses through the heart of Kansas City every summer. We're incredibly honored that we have been able to be a trusted partner, collaborator, and sponsor of this event for all these years!
The concept for Boulevardia came from a longstanding dream to create a unique street festival that would encapsulate the vibrant spirit and culture of Kansas City. The festival's name originated from an ad campaign concept presented to Boulevard Brewing. The brewery smartly trademarked the name and in 2013 licensed it to the nonprofit organization that has managed the event since its inception. Boulevardia works closely with Boulevard Brewing Company as its licensee and title sponsor. A board of directors oversees the festival, with P3’s CEO Marcelo “Cello” Vergara serving as the first Treasurer from 2013 to 2017 and then President from 2018 to 2020. This structure has enabled Boulevardia to grow and adapt while staying true to its mission of community engagement and support.
The first festival, held in the historic West Bottoms area, was a whirlwind of nerves and excitement. Cello tells a story that perfectly captures the early chaos: "When we first started the event, we had no idea in many ways what we were doing as a board, and I'm sure it stressed our super experienced Executive Director Keli O'Neill Wenzel. For instance, I had no idea we would need an armored car to take the money from the event to the bank. I had no idea how much money we were going to have. So, the day after the event, I had the fun experience of driving from the West Bottoms to our bank near the Plaza to deliver three suitcases full of money. And I don't mean little carry-on stuff in the overhead bin type of suitcases. These were Mom's suitcases. You know, those giant ones. It made for an exciting drive to the bank. I had a friend who is a police officer and was off duty, who escorted me from the West Bottoms to the bank." This incident sent a clear message to the Board: they needed to turn the event, from the surreal beginning of Boulevardia, into a professional operation and fast, as they prepped for 2015.
In 2015, Boulevardia introduced the Makers Market, showcasing local artisans and adding a new dimension to the festival. The festival's culinary scene also expanded with more local food trucks like KC BBQ Truck, El Tenedor, and The Waffler. Special beer releases became a highlight, with the introduction of Boulevard's Tank 7 and Unfiltered Wheat Beer becoming festival favorites.
By 2016, the festival had further diversified its musical acts, blending local talent with national performers. Local band Making Movies and mariachi band Mariachi El Bronx captivated the audience with their unique performances. Despite being in the sun, Making Movies impressed with their bilingual, psychedelic rock. Later in the evening, Mariachi El Bronx, dressed in traditional mariachi uniforms, performed rock songs, making it one of the most unexpectedly memorable sets of the year. Other acts like Me Like Bees, Nikki Lane, and Yes You Are added to the eclectic mix of music, ensuring there was something for everyone.
In 2017, Boulevardia moved to the Stockyards District, solidifying its place in Kansas City's cultural landscape. Performances from bands like Manchester Orchestra and Tech N9ne drew large crowds, and the festival's philanthropic efforts gained more emphasis, supporting local charities with its bar program. All of Boulevardia's bars are staffed by volunteers from local charities and nonprofits, with a percentage of sales and tips they make going directly back to their organizations. Some of these charities include Harvesters, Wayside Waifs, and The Children's Place. The move to the Stockyards District was notable as the festival continued to grow, requiring the Boulevardia team to adapt to larger crowds and crazier logistics.
Both 2017 and 2018 were particularly challenging due to severe storms, but the team’s resilience shone through. The introduction of the Silent Disco and immersive art installations provided unique entertainment options for attendees. Despite the weather, the festival saw a significant turnout and positive reception.
By 2019, Boulevardia had become a staple in Kansas City’s event calendar. Innovations included roller skating, more craft beer activations, and an expanded Makers Market. Special beer releases like Bou Lou, a pineapple and coconut-flavored wheat beer developed in collaboration with Tech N9ne, were highlights of the festival.
The COVID-19 pandemic, the biggest challenge of them all, led to the cancellation of the festival in 2020 and 2021. However, Boulevardia made a strong return in 2022 with health and safety protocols in place, and a renewed commitment to local talent and community engagement.
From 2022 to 2024, Boulevardia again showed significant growth and innovation with its move to Crown Center. The 2022 festival highlighted an expanded VIP experience, offering exclusive amenities and closer access to performances. In 2023, Boulevardia focused on sustainability efforts, successfully achieving its goal of becoming a zero-waste event. This milestone was celebrated with an Eco-Expo, featuring local environmental organizations and interactive exhibits on sustainable living. Additionally, the festival's partnership with local artists and craftsmen led to the creation of more immersive art installations and interactive experiences, making each year increasingly unique and engaging.
In recent years, the festival introduced the Zero Proof bar, catering to non-alcoholic drinkers, and expanded its food and beverage offerings. In 2024, Boulevardia further adapted to market trends by introducing THC seltzers in a new "Canna Village" area of the festival, embracing the growing interest in cannabis consumption. Notable performances from artists like Nathaniel Rateliff & The Night Sweats, Dashboard Confessional, War and Treaty, and Big Freedia highlighted Boulevardia’s commitment to diverse entertainment.
In 2024, Boulevardia featured headliners Milky Chance, Thundercat, and Big Freedia. The festival continues to offer a comprehensive mix of music, food, and cultural activities, reinforcing its status as a major event in Kansas City. Boulevardia was voted Kansas City's Best Music Festival and Best Local Event by The Pitch KC, further solidifying its reputation.
Propaganda3 has played a vital role in Boulevardia's evolution, developing and maintaining the festival's website and mobile app. To manage the vast amount of information stretching across beer, bands, and food, Propaganda3 created a mobile-responsive website that serves as the festival's central communications hub. This platform ensures that festival-goers have access to up-to-date information and an engaging digital experience from the first ticket sale to the festival's last call.
Additionally, Propaganda3 developed a cross-platform mobile app designed to guide attendees through the festival, offering features such as event schedules, interactive maps, and real-time updates. Their active management of social media and email communications has further enhanced the festival's reach and engagement. Propaganda3's work has been integral to the success and smooth operation of Boulevardia, ensuring a seamless experience for all attendees.
Boulevardia has garnered numerous accolades over the years, reflecting its impact and innovation. It has been voted Best Music Festival in Kansas City by local media outlets and community polls, and Best Local Event by The Pitch KC. Kansas City Magazine has repeatedly recognized Boulevardia in its Best of KC Awards for its contributions to the local music and cultural scene. Additionally, Boulevardia has received Sustainable Event Recognition for promoting eco-friendly practices during the festival.
Boulevardia itself has been a platform to showcase Boulevard Brewing Company's award-winning beers. The festival features Boulevard Brewing Company's acclaimed beers, including Tank 7 Farmhouse Ale and Unfiltered Wheat Beer, providing attendees the chance to enjoy these highly celebrated brews. Tank 7 Farmhouse Ale has won gold medals at both the World Beer Cup and the Great American Beer Festival (GABF), while Unfiltered Wheat Beer has consistently been awarded silver and bronze medals at these prestigious events. Additionally, Bou Lou Beer, a collaboration with Tech N9ne, received significant attention and acclaim within the craft beer community and has been prominently featured at Boulevardia.
The festival has also been recognized by the Kansas City Ad Club and the American Advertising Federation (AAF). Boulevardia's website and mobile app, developed by Propaganda3, have won several awards, including Gold at the 2015 Kansas City American Advertising Awards, Silver at the 2015 District 9 American Advertising Awards, Gold at the 2016 IFEA Pinnacle Awards, Gold at the 2017 Kansas City American Advertising Awards, and Gold at the 2018 IFEA Pinnacle Awards.
Boulevardia has revolutionized festival operations, launched careers, and significantly impacted Kansas City. From its humble beginnings, it has evolved into a well-oiled, highly anticipated annual event. Initially, attendees used drink tokens for their brews—a charming but cumbersome system… Today, Boulevardia operates with a cashless system, streamlining the experience for all.
Propaganda3's development of the festival's website and mobile app has been transformative. These tools enhance navigation, provide real-time updates, and ensure attendees are always informed. Features like event schedules, interactive maps, and notifications have made the festival experience more engaging.
Boulevardia has also been a springboard for careers in event planning and music management, offering local artists a platform to showcase their talents and providing hands-on experience for aspiring event managers. The festival has fostered a community of professionals driving innovation and excellence. Beyond the festival, Boulevardia has significantly contributed to the local economy, attracting tourists and supporting businesses. Its commitment to sustainability and community engagement has set a new standard for positive event impact. Partnerships with local charities have provided invaluable support.
Reflecting on its journey, Boulevardia's transformation from early logistical challenges to a cornerstone of Kansas City's cultural landscape is a testament to the dedication and creativity of all involved. As we celebrate a decade of Boulevardia, we look forward to many more years of music, community, and unforgettable memories. The only question left to ask is, “what will Boulevardia do next?”
As Boulevardia marked its 10th year as a festival in 2024, it celebrated a decade of bringing the community together through music, food, and craft beer. From its scrappy beginnings to its current distinguished status, Boulevardia keeps Kansas City's cultural heartbeat thumping.
So, mark your calendars for next June! Trust us—you don’t want to miss this. And while you're waiting, give this ultimate Boulevardia playlist a shot. Listen here.
It takes a village.
