Part 3: Land Rush

By Dan Ruby

So consolidation and corporatization is one big explanation for the outbreak of new festival activity. Another is the land rush to lock up key markets and geographies, especially in urban festivals held in big city parks.

This one is slightly counter-intuitive, since the trend in festivals since Woodstock is to put big musical events in rural locations that are within reach of big cities but not right in them. That makes sense because it has been easier for promoters to clear local ordinances when dealing with smaller localities. Also rural festivals can provide camping for attendees while city festivals typically do not.

While big city festivals as civic enterprises are not new--see Bumbershoot, Summerfest and others--big urban rock festivals as for-profit enterprise is a novel phenomenon. Lollapalooza proved that festival model when it transformed its dwindling success as a festival tour into a top-five powerhouse when it sunk stationary roots in Chicago's Grant Park.

The success of Austin City Limits Festival in the Texas captial's Zilker Park, also staged by Lolla producer C3 Presents out of Austin, gave further proof that urban rock fests can be big winners.

So this year we see new festivals in Liberty State Park, a stone's throw from Manhattan, and in San Francisco's Golden Gate Park. The Mile High festival was originally slated for Denver's downtown City Park, but was derailed by community opposition and may now take place in a Denver suburb. As noted, Vineland began as a proposal by C3 Presents for a Lollapalooza type event in Philadelphia's Fairmont Park.

With most of these events, promoters will not be providing any camping facilities, so attendees who would be traveling to the festival need to find other accommodations, greatly increasing the cost of the experience. Already we see some grumbling among fans about the cost of attending All Points West, and the same situation will apply in San Francisco for Outside Lands.

In an increasingly competitive environment and weakening economy, I expect the All Points West and Outside Lands will draw well among area residents but may fail to meet expectations for out of town draw.

In a counter trend, New York-based Festival Network, long-time producer of the Newport Jazz and Folk festivals, is rolling out two or more new festivals this year–all situated in resort destinations. Though full details remain unannounced, the company's event calendar lists Whistler Music & Arts Festival for July 19-20 and Jackson Hole Music & Arts Festival without a date attached. It will also hold a second edition of its 2007 debut of a festival on Martha's Vineyard.

Destination festivals are nothing new in the market. Places like Newport and Telluride are legend in the festival business. Accommodations are obviously pricey in these locations, too, though camping can be an option in some cases.

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