Mystic _ The Greater Mystic Chamber of Commerce and Downtown Mystic Merchants have announced they have renamed their Floatchella event scheduled for Aug.27 as Float Ella.

The two organizations were forced to rename the paddle-craft rally on the Mystic River after music festival organizer AEG Worldwide sent a cease and desist letter to them in March, demanding the name be changed. AEG Worldwide sponsors the annual Coachella Valley Music and Arts Festival in California each April. It is one of the country’s biggest music festivals.

Founded in 2020, the Mystic event draws about 300 kayaks and other vessels to the Mystic River along with hundreds of spectators on land and features live music.

In its announcement of the name change, the chamber said it received an outpouring of support and suggestions for new names.

One idea was to reach out to Matt Fiano, the owner of Ivory Ella, a national brand with a retail location in Mystic that creates responsible, sustainable designs with a mission of protecting elephants.

“We are beyond thrilled to partner with the Mystic Chamber on this exciting event,” said Fiano in the chamber’s announcement. “The Chamber constantly provides unique opportunities to the community, businesses, and visitors alike. It is exciting to fully support a local event that connects to our mission as well. It's support like this for downtown merchants that will continue to help Mystic thrive in the future.”

The event will take place north of the Mystic River drawbridge on the west side of the river, and outside the channel. All forms of floating paddle-craft are welcome, life jackets are required.

This year’s event which runs from 1 to 4 p.m. will feature the music of Explosion Band, featuring music from the 1970’s to 2000’s and Electric Lady Band, a Jimi Hendrix Tribute trio. They will play on a floating stage tethered to land on Gravel Street. More details can be found at www.mysticchamber.org/floatchella/.