The yoga mats are rolling into Union Station.
Denver yogi Sarah Russell is launching The Denver Yoga Festival on August 4, aiming to lure 500 enthusiasts into Denver’s Union Station. The event, which sold 300 four-day passes so far, will run through the 7th.
“As soon as we heard that the light rail was coming in, we had to have it there. It is easy to get my presenters from town to the airport,” Russell said. “That and the new Union station was so breathtaking, we just had to do something there.”
Russell, 35, has lived in Denver for 12 years and has taught yoga full time for eight years. She formerly owned Breathe Yoga Cycle Art at 2031 E. Colfax Ave. before selling it to teach yoga in areas like Indonesia and India.
“I have event planning in my background from being a studio owner, and so this is kind of the evolution of that,” Russell said. “We just run it as if we have been doing it forever.”
The event will include classes, trainings, business seminars, fashion shows and concerts. The main hall at Union Station will host vendors who paid $550 to partake in the festival. Russell said she has 60 events scheduled over the four days and 35 presenters.
Yoga classes are scheduled for early mornings in the Oxford, Russell said. Vendors will be in the Union Station Plaza from 10 a.m. to 6 p.m.
Most of the events will take place in Union Station Plaza or the Oxford Hotel, but other events will happen in special locations. There will be a yoga class on Coors Field and another at Denver Beer Co.
At the yoga festival, participants can choose to attend a single class for $30, a specific day or purchase a VIP pass that allows pass holders into every event all four days of the festival for $329.
“Denver is one of those last minute markets,” Russell said.” We have had more ticket sales in the month of July than we did since we started selling them in February.”
Russell said she invested $100,000 upfront, and made that back with sponsorship sales. Russell said she wants the festival to have a local flair. The top four sponsors in the event are Denver-based companies Pogamat, Colorado Threads, Soybu and Zen Planner.
The title sponsor, PogaMat, paid $20,000.