rebranding folklife?

Apparently, some people are concerned that the Northwest Folklife Festival has an image problem:
Which is sort of like saying: The ocean — not just for salt water! or Crack dens — not just for addicts! Anyway, I don’t think it’s the fear of not being hippie enough that keeps Folklife avoiders away (or dragged to Seattle Center), it’s the hippie density and likelihood of tripping and falling into a drum circle never to return.