Image by Paolo Bendandi

How do I pronounce it?

It's pronounced like the Flux Capacitor from Back to the Future. It rhymes with deluxe.

What's in a name?

So why did we choose the name Flluxe? We knew that we needed our festival to be flexible. Bay Arts Alliance is a county-wide arts agency, and our vision is to put art on every corner in Bay County. With this in mind, we wanted to have the ability to be mobile—moving from city to city and back again. So that eliminated naming the festival after a particular city.

We quickly became inspired by festivals with made up names like Bonaroo, Lolapolooza, and others. The words meant nothing until people caught on to how awesome the event was and they became a strong brand. We liked that idea, but we also wanted our name to stand for something. 

That's when we stumbled upon the word Flluxe. A lightbulb quickly went off in our heads. FL Luxe! Florida Luxe! FLLuxe is a word we can build a brand around, and Florida Luxe is a phrase we can build a brand around. 

And that's how FLLUXE was born! Only time will tell if the name becomes as strong a brand as other festival names. But we have a good feeling about it. We hope you do, too. 

Mark your calendars!

This year's festival will be our second one. It's our hope that the festival will be a moral boost for the community and grow to be a major economic driver for our county over the years. 

So mark your calendars for March 18-19, 2022, and come on this journey into Florida's newest arts festival and future destination event. We can't wait to see you!


Jayson Kretzer, Executive Director, Bay Arts Alliance