Explore Las Vegas Culture at This Annual Festival

January 10, 2020

There’s a new festival in the West, and Rehan Choudhry is leading the charge to make sure it, well, rocks. The two-day party, dubbed Life is Beautiful, will bring roughly 80,000 attendees to 15 blocks of downtown Las Vegas for a mash up of music, food, art, and big ideas.

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“People visit Vegas, stay on the Strip, party at the nightclubs, and develop a very one-dimensional idea of what this town is all about,” says Choudhry, CEO and co-founder of Aurelian Marketing Group, which is producing the bash. 

“We’re hoping to use the festival to broaden that impression.”

Choudhry, 33, dreamt up the festival after an eclectic career that included stints in entertainment marketing at The Cosmopolitan of Las Vegas and Harrah’s group in Atlantic City. His goal: To organize the festival in a way that represents a cross-section of talent and personalities unique to Vegas.

To do this, Choudhry and his team have recruited national headliners Kings of Leon, Beck, and Vegas-born The Killers, as well as other local bands such as Moondog Matinee and Rusty Maples.

For food, he’s brought in Rick Moonan of RM Seafood in Mandalay Bay and Scott Conant, the chef behind Scarpetta at The Cosmopolitan. The art exhibits and installments will expose thousands to the city’s burgeoning scene.

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To help Aurelian make the festival a success, Choudhry’s turned to Tony Hsieh, the founder and CEO of the online clothing and footwear store Zappos.com, whose urban redevelopment program, the Downtown Project is working to transform Vegas into something more than Sin City.

“We recently had a visitor describe downtown as ‘an entrepreneur’s Disneyland full of passion and energy,’” Hsieh says. “We think the festival [will] bring that energy level even higher.”

So if you find yourself in Las Vegas and in search of a cultural experience, be sure to stop by this multi-day event. You’ll experience things like recycled Burning Man installations, Meow Wolf masterpieces, and all-star comedy and music line-ups that’ll put other festivals to shame. Who knew Las Vegas could be about so much more than gambling, breakfast buffets, and over-the-top bachelor parties?