Spotlight_Vol 25_Issue_3

AREA 506 FESTIVAL TURNING TEN

I n Saint John, New Brunswick, where the harbour meets the rhythm of the East Coast, there’s a festival that’s become a marker of summer - and a symbol of what can happen when community, creativity, and persistence collide. AREA 506 didn’t start with fireworks or fanfare. It began with a question: how do you bring a city together around its strengths? For Ray Gracewood, President of AREA 506, the answer was simple in theory but ambitious in practice. “We wanted to create something that was rooted in Saint John’s DNA,”he says. “And that meant celebrating our music, our culture, our makers, and our people.” The first AREA 506 festival took place in 2016, backed by a team of volunteers and a whole lot of heart. Today, it’s grown into a full-blown waterfront experience, with a container village, international headliners, and a vibe that draws visitors and locals alike. But for those behind the scenes, success didn’t come overnight. “The early years were challenging,” says Gracewood. “We were trying to build

We wanted to create something that was rooted in Saint John’s DNA ”

something we didn’t have a blueprint for. It was a lot of late nights and a lot of convincing people to take a chance.” Darcy LeBlanc, the festival’s Operations Director, joined the team with a background in journalism and a passion for large- scale events. She describes her first major experience running a Fashion Gala as her entry point into the world of production and logistics. “That event was my baby,” she says. “And it showed me that there’s something magical about creating a moment that people remember.” That idea - creating moments - is what defines AREA 506. Whether it’s an emerging East Coast band playing their first big stage or a visitor discovering a local artist in the Container Village, the team focuses on crafting experiences that resonate. “It’s not just about the music,” says LeBlanc. “It’s about walking into the space and feeling like you’re part of something. You’re not just watching - you’re inside it.” The Container Village, launched in 2022, has

become a year-round anchor. Repurposed shipping containers house everything from food and drink to retail and galleries. The vision wasn’t just to support the festival, but to give Saint John something lasting. “It’s probably the thing I’m most proud of,” Gracewood says. “It’s brought a new energy to the waterfront and created opportunities for small businesses to thrive.” For LeBlanc, it also meant rethinking operations. “We had to figure out how to make a seasonal model sustainable,” she says. “And how to do it in a way that still felt authentic to who we are.” Authenticity runs deep at AREA 506. Gracewood is clear that the festival isn’t trying to be something it’s not. “We’re not replicating Coachella,” he says. “We’re telling our own story. We want people to come here and get a sense of place, a sense of community.” That sense of place is both physical and emotional. From the layout of the site to the THIS YEAR’S AREA 506 ARTISTS (Main Stage Lineup and Schedule subject to change) FRIDAY, AUGUST 1ST BROKEN SOCIAL SCENE, MATT MAYS, POETS AND LIARS, THE KINGSTON COLLECTIVE, AND THE LAST CALL SATURDAY, AUGUST 2ND ALEXISONFIRE, CANCER BATS, DEATH FROM ABOVE 1979, THE MOTORLEAGUE, THE MERCI BUCKETS, TODAY JUNIOR, AND WOLF CASTLE WITH THE OLYMPIC SYMPHONIUM SUNDAY, AUGUST 3RD ARKELLS, RIA MAE, HALF MOON RUN, MAGGIE ANDREW, URA STAR & FIREBALL KID, BAIE, AND RED CARDINAL

38 SPOTLIGHT ON BUSINESS MAGAZINE • VOL 25 ISSUE 3

INDUSTRY • SPOTLIGHT ON BUSINESS MAGAZINE 39

Made with FlippingBook Digital Proposal Creator