Tmrw. Tday Culture Festival vies for Outstanding Social Impact Award in Vegas

Heading into its third year in the live-event market, the Tmrw. Tday Culture Festival has already caught the attention of major international platforms. Combining yoga, cannabis forums, holistic gastronomy, and reggae and dub music galore, the west coast-based event now stands shoulder to shoulder with more seasoned festivals, vying for FestX's 2018 award for Outstanding Social Impact.

"The whole tribe has put so much hard work into this festival, and coming into the third year, we are tremendously proud and humbled to be recognised by XLIVE," co-founder Kevin Bourke told The Gleaner.

Taking place in Mandalay Bay, Las Vegas, USA, between December 9 and 12, the XLIVE Annual Conference and Expo offers a range of opportunities to learn, network and evolve live event experiences. Among the conference's highlight is the second annual FestX Awards, honouring innovators in the festival space and celebrating festival producers.

"Having a social impact has always been a part of our mantra. We want to have a festival that has meaning, substance, and can create change. We are humbled that we are in the company of festivals that we admire, who have won it in the past. We love what they're doing for culture. We're ecstatic, " Bourke continued.

Last year's winner, Afropunk Festival, has been nominated again this year alongside Tmrw. Tday, Genius Loci (Baja, Mexico), Hip Hop Film Festival (New York City) and Quest Festival (Vietnam). Nominees for FestX's Outstanding Social Impact award are recognised for organising campaigns, encouraging thought and resistance, and implementing progressive harm-reduction policies.

ISLAND ROOTS

"When we started Tmrw. Tday Festival, it was about charity, philanthropy and environmental awareness and getting connected with island roots. It's about the youth - educating them on the environment, wellness, how to eat properly with what they have in their surroundings," Bourke explained.

Tmrw. Tday joined the global conversation last year by including a cannabis forum in its line-up. "We just want to make sure the progression of the plant within Jamaica is treated in a responsible way. We also want to protect the indigenous rights of Rastafarians and the plant as a sacrament to them here in Jamaica. We have some great plans for it. We have some great partnerships coming about."

Bourke is determined that they are not taking the recreational angle in cannabis consumption, saying: "A lot of places are linking wellness with the plant in the sense of plant medicine, CBD, lotions, or infused programmes - with yoga and the plant. We're very excited about that."

The next instalment of Tmrw. Tday will have an added element. Encouraged by the positive feedback, Bourke is laying the groundwork for a local skatepark as, in addition to promoting dietary wellness, the team aims to affect change within communities. "We just have to keep focus on our goals - to grow this and make Negril, Jamaica, a more sought-after destination when it comes to wellness and social responsibility for global initiatives," he said.