Geek Week redefines a stereotype
Thick-rimmed glasses spray-painted on the sidewalk – the first encounter with Geek Week for many. But according to Sam Trieu, Geek Week coordinator and Community Marketer at Sortable, this guerilla-marketing tactic is a way to get you in the door, not a reflection of the audience.
“We’re taking the perceived identity of ‘geek’ from a stereotype, negative, indicative of obsessions or social insecurities to something inclusive. It’s a celebration of being passionate about anything – rocks, coffee, drones,” says Trieu. “And you don’t have to be an expert, just pursuing and passionate.”
Originally created to offer events to the Waterloo Innovation Summit’s international delegates during their visit to the region, Geek Week has grown from eight events to 23, spread out between September 10 and 24.
“A lot of the events are about place-making,” says Trieu, noting a special installation to be held in the old Schlicter’s garage. “It’s a non-committal way to see what’s happening, to build a relationship with the community.”
This relationship, like any, isn’t without its challenges though. Waterloo Region’s celebrated technology culture, accessible as it may be, doesn’t always present that way.
But Trieu is working on changing that.
While the Geek Week brand is recognizable for its eye-popping colours, 80s windbreaker-donning mascots and uncountable thick-rimmed specs, the events behind the name truly cover all groups of geek. Latte art, comic books, craft beer, start-ups, health care and culture creation are just a few categories on the docket for this year’s festival.
Trieu, a self-proclaimed geek in all its multifaceted glory says her passion isn’t just for the tech culture she’s so often emerged in.
“I love building community events that bring people together around arts and culture. Fostering a sense of belonging and identity is very important to me.”
Geek Week launched on September 10 at Kitchener City Hall with Maker Expo, but you can find that sense of belonging Trieu mentioned across the region until September 24. And hopefully, beyond that too.