EDMONTON – The city’s biggest summer festival is sporting a new, old name, and organizers say fairgoers are embracing K-Days all over again.
“We always called it K-Days regardless of the names,” shares Michael Yurechuk. “That’s the heritage it came from. Shorten it up. It’s K-days.”
The fair – regardless of the name – is a big hit with Yurechuk’s son Tyler.
“Well, we just got here. I can tell… I’ll be here for a while. It’s real fun.”
Tyler is not alone. Thousands of people are taking in K-Days this week. Wednesday, the fair reached its official halfway point.
In 2006, the summer fair was rebranded from Klondike Days to Capital Ex. Attendance figures dropped, people complained.
“I think it’s very important that we have some sort of theme, explains Ed Bouthillier, a long-time attendee.
“We have to have something to identify.”
“Although we’re not actually in the Klondike itself, I think it has a good basis here,” he adds.
Last year, nearly 750,000 people attended Capital Ex.
That same year, Northlands announced Capital Ex was done, and Edmontonians could vote on a new name. Overwhelmingly, voters chose K-Days.
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“We turned it over to Edmontonians and said ‘it’s your summer fair, we want you to be engaged in this fair,’” says Northlands spokesperson Lauren Andrews.
She believes the rebranding is paying off.
“Edmontonians are proving to us once again – just looking at the grounds – that they are engaging in this summer fair again.”
So far, every day at the fair this year has seen lineups as long as two hours before the gates even open.
“This year seems unique,” Andrews points out. “This year, a lot of people seem engaged in the fair … It’s great to see. We’re happy to see Edmontonians re-engaging their summer fair that they hold so near and dear to their hearts.”
Still, the branding and rebranding did present a bit of a challenge for Northlands and the public, as did the mysterious “K.”
“The K means Klondike to some, but to others, it means a kaleidoscope of entertainment,” explains Andrews. “We’ve tried really hard this year to touch on the nostalgia from past fairs, and provide some great programming to people who are looking for new and exciting attractions each year.”
Northlands feels it has found the happy medium between honouring the past and embracing the future.
“I think we’ve really struck a balance between nostalgia and new and exciting entertainment.”
Now that the name debate is settled, perhaps attendees can focus less on the title, and more on the fun.
“Well, I always come to the exhibition. Whatever form it is, I always come and always have a good time,” says Bouthillier.
Young Tyler Yurechuk also isn’t hung up on the name.
“I don’t really care. I mean, as long as I get to come here.”
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