"We will surprise you": Zlata Kolotvina on the first VK Fest in Nizhny Novgorod

      On July 11, Nizhny Novgorod will host VK Fest (0+) for the first time — one of the largest city festivals in the country, which annually attracts tens of thousands of guests. Why did the organizers choose the capital of the Volga region, can the city become a permanent venue for the festival, how is the program formed, what is being done for the safety of guests, and why has VK Fest long ceased to be an event just for teenagers? This was discussed in an interview with Zlata Kolotvina, the festival's executive director, by NIA "Nizhny Novgorod."

      — Zlata, how unexpected was the decision for the team to hold the festival here? After the event was moved to Sirius, were other cities considered? Why was Nizhny chosen?

      — Bringing VK Fest to Nizhny Novgorod has been our long-time dream. I will be honest with you: I am personally in love with your city. The architecture, history, Volga, these incredible sunsets — all of it is mesmerizing. You also have amazing people: cool, modern, progressive youth who love music and know how to truly relax.

      — How do the organizers decide where to go this time? Do you analyze the VK audience, tourist flow, experience in holding large events, or something else?

      — We choose new cities based on several criteria. First and foremost, we look at the interest from the audience — how active the local community is and what feedback we receive. Every year we ask our users — friends, where would you like to see us next year? And we analyze the most popular answers. Additionally, we assess technical capabilities: the venue must be ready to accommodate tens of thousands of guests, ensure safety, and be suitable in terms of infrastructure for stages, food courts, and all our activities. It is important for us that the festival becomes a part of city life and resonates with the local audience. Therefore, when preparing for a new region, we study the city, its history and features, communicate with local residents, and try to understand its cultural context.

      — Usually, launching a festival in a new city requires lengthy preparation (correct me if I’m wrong). How difficult was it to integrate Nizhny Novgorod into your festival route in a relatively short time?

      — Yes, usually launching in a new city takes time: approvals, finding a venue, adapting infrastructure. But here everything came together so organically that we did not perceive it as a difficulty. Strelka turned out to be the perfect venue for our format — a beautiful and iconic place, a large territory. Plus, we have already been to your city, bringing VK Lectures, so we are already prepared.

      — Nizhny Novgorod has become one of the main venues for large festivals in recent years. Can we say that holding VK Fest here is a challenge?

      — Of course, something is happening every day in Nizhny Novgorod — from trendy events to IT conferences, so the audience here is quite sophisticated. But we are bringing really big artists, trendy influencers, preparing a rich program of lectures, and many other activities. We will definitely surprise you.

      — Can Nizhny Novgorod become a permanent venue for VK Fest, or is it just a one-time event for now?

      — It is too early to talk about that. Let’s first hold the first festival (smiled. — Ed. note). Once, we set ourselves the goal of showing our festival to as many residents of our country as possible. Since then, we have managed to visit Vladivostok, Ufa, Krasnoyarsk, Novosibirsk, Sochi, Kazan, and Chelyabinsk. We hope to continue covering other cities with the festival.

      — Many perceive VK Fest as a festival for teenagers. How true is this? Who is the typical visitor of the festival today?

      — This is a multi-format festival without age restrictions. Our audience is indeed very diverse: some come for the music, some for the bloggers, technology, games, sports, lectures, or family zones. Over 11 years, our festival guests have grown up with us: many now come with their families, with children, while a new audience emerges that values trends, new artists, and formats. We strive to make the program so diverse that everyone — teenagers, parents, and even grandmothers and grandfathers — finds something for themselves. And if we talk in terms of numbers, the predominant percentage of the audience is young families with and without children. The average age of our visitor is 27 years.

      — What is more important for the audience today: the music program or the opportunity to meet bloggers and other famous people?

      — I think there is no need to balance the program for the audience. I repeat that VK Fest is multi-format by nature, and it is up to the viewer to decide what balance to find for themselves. Some come for concerts, some for meetings with bloggers, some want to spend the day in the gaming zone, at lectures, in sports, or at family activities. Our task is to create a space where everyone can build their own route.

      — How is the selection of artists done?

      — When choosing artists, we focus on the wishes of the audience and look at the leaders of VK Music charts. Each performer is the most listened-to artist and the most loved among the festival audience. It is important to note that besides well-known groups, we also spot new talents and give young musicians the opportunity to showcase themselves on a big stage. VK Fest is always a reflection of our audience's tastes, and we are particularly interested in observing how they change.

      — Festivals are large gatherings of people. Safety is important at such events. How is it ensured?

      — The safety and comfort of guests is our top priority. Before the construction begins and before the festival opens, we conduct a full inspection of the area together with security services. Access to the festival area during its operation is only through specially equipped checkpoints with metal detectors. Additionally, specially trained volunteers are on duty during the festival — they assist with navigation, greet guests, and are ready to help quickly in any situation.

      — Tens of thousands of guests are expected. How do the organizers prepare for emergencies: heavy rain, queues, the need to quickly redirect crowds? Do the organizers have scenarios for such cases?

      — Over the years of the festival's operation, we have learned to respond quickly and cohesively to various situations. Each venue has its own responsible person who knows their tasks clearly. There is also a main headquarters that monitors all processes: if something goes wrong, the team is aware and can quickly correct the situation. Moreover, we discuss scenarios for different cases in advance with partners. It is important for us that guests feel comfortable and safe throughout the day.

      — What about accessibility? Will people with limited mobility be able to attend the festival? What conveniences are provided?

      — We adapt the festival space for guests with health conditions. For visitors with limited mobility, we build platforms at the stages and ramps where necessary.

      — Are lectures an important part of the festival or a kind of bonus? Why shouldn’t guests pass by this part of the program? Will it be interesting for children, or is it purely an adult story?

      — The lecture program is an important part of the festival. VK Fest is loud, bright, and full of people, while the lecture area becomes a zone where one can slow down a bit, spend time calmly, listen to interesting speakers, and learn something new. The lecture program is always rich: we invite speakers from various fields — creativity, business, sports, fashion, blogging, and other areas. It is important for us that every festival guest wants to attend a session.

      — The festival lasts one day. Give advice on how to plan a visit to the festival so that you don’t regret missing something later? How to plan a visit to the festival?

      — My main advice is to prepare your route in advance. Check the schedule, mark the artists, speakers, and activities you definitely want to see. This way, you won’t get tired and will get the most impressions. In the VK Fest app, this can be done very easily: there is an interactive map, you can see all the activities, build a route between locations, and create a personal schedule. And, of course, it is important to dress according to the weather. The festival takes place outdoors, so the sun, wind, or rain can cause discomfort if you are not prepared for them.

      — I would like to understand the scale of the festival. Can you tell how many people work on its organization? How many days does it take to create a "city within a city"? How many tons of equipment are brought in?

      — The construction of the "city" takes more than a week. Dismantling takes a little less time. As for the team: it is a huge mechanism. We have a large team of true professionals who are passionate about their work. Many of them have been with us for many years, but some have joined recently. We are all people with shining eyes who strive to create a great festival for you. Additionally, program participants work on creating the "city." These are representatives from businesses, cultural organizations, and sports clubs who prepare their entertainment programs for guests. And, of course, we have volunteers. These are enthusiastic guys, festival fans, who help with navigation, greet guests, and work in activity zones. They undergo special training to be ready for any situation: from a lost child on the site to organizing movement at the festival.

      — Strelka is one of the most popular public spaces in Nizhny Novgorod. How do the organizers work with the venue after the festival? Are there any measures for restoring the area if it