Chicago. Northern Virginia. Tampa. Washington, D.C. Nashville. Atlantic City. Rehan Choudhry has spent his entire life moving, and he still is. Except that now, he’s intent on doing it in one place. “Vegas is my home,” he says, “and it’s the first time in 30 years I’ve been able to say that about any location. I’m gonna stay in Vegas till Vegas kicks me out.”
If 2013 goes as diagramed for Choudhry, locals are more likely to hoist him on their shoulders than send him packing. The man who helped establish the Cosmopolitan as the Strip’s hip live music hub is now the mastermind behind Life Is Beautiful, the large-scale Downtown festival scheduled to launch this fall.
“Two days of more bands than Vegas has seen in one weekend—including Vegoose,” promises Choudhry, whose Aurelian Marketing Group will partner for the event with Maktub Marketing (the group responsible for running First Friday) and San Francisco promoter Another Planet. “But it’s also a full food festival and a full art festival. My mom is a foodie who isn’t into music, and she’ll be able to go and feel like she’s at a great curated food festival.”
Specifics, including dates, lineup and a map of the festival grounds (“the big story,” Choudhry says excitedly of the site) will roll out in the coming months. As for the cost, he says “Ninety-five percent of everything under the Life Is Beautiful brand will be accessible with one, appropriately priced ticket. We want going to this festival to be as easy a decision as going to Le Thai for dinner.”