A music festival created to fill the resort’s weakest month — and it did, four years running.

TASK

October was the resort’s weakest month. Rather than discount the rate, the brief was to create a reason to come: a festival with its own concept, venue and programme, built for the guest the resort actually wanted.

IDEA

A full week, four years running. Live performances from Russian and international artists, DJ sets from Russia and Europe, the Forte Fest Cup tennis tournament, masterclasses with Michelin-starred chefs and Acquaforte Spa programmes.

At its core it was always a music festival. Headliners over the years — with Russian Radio as media partner — included Valery Meladze, Riccardo Fogli, Yolka, Karl Frierson, Ani Lorak, T-Killah and Slava.

What the festival built beyond the week itself was a network: media partnerships, relationships with opinion leaders, and a circle of guests from business, sport and music who kept coming back to the resort long after the last set.