Revenue / 04.03.18
Act Your Age! A Wave of California Music Fests Caters to the Adult in All of Us
Original article published on Pollstar (04/03/18) by Steve Baltin
Fans of music festivals are trending older, stoking demand for more comfortable and luxurious accommodations, which California is eager to provide. A Pew Research study found baby boomers in 2018 comprise about 73 million Americans and Gen Xers number about 66 million, and they are clamoring for better festival experiences with the music and artists they grew up with. An analysis of three leading adult-accommodating festivals determined music from the '70s, '80s and '90s featured heavily in their lineups. For example, Goldenvoice's 2016 Desert Trip, or "Oldchella" festival, showcased boomer icons such as Bob Dylan, the Rolling Stones and Paul McCartney, which led to a record-shattering $160.1 million gross from 75,000 fans every weekend. Furthermore, the average Desert Trip attendee was 51 years old and all merchandise sold out each weekend. "Because the demographic skews higher, you see higher-end brands," notes MAC Presents president Marcie Allen. "You might see a higher-end luxury car, wine, liquor, clothing line, a watch company, brands that go to more affluent households." Meanwhile, Kaaboo's offerings at its festivals include massages, hot shaves, fashion consultations and IV nutrient therapy.
Read the full story on the Pollstar website.