Music festivals and festival culture have increasingly become a part of young, western lifestyles for the past decade. They offer a unique and immersive experience for music lovers from all over the country and world. Woodstock 69', while it did have predecessors, is to this day one of the most iconic festivals ever. With 3-day tickets costing a measly $18, it was only the beginning of a new way music lovers could enjoy some of their favorite musical acts. In recent years, however, the cost of attending these festivals has risen, significantly, leading many to wonder why this phenomenon is happening.
Post-COVID we've seen a lot of shifts in the world, especially socially. Some people couldn't leave their homes, visit family and friends, or simply enjoy the little things in life like grocery shopping. It was very isolating for most, and now that things are beginning to look "normal" before the pandemic, there has been an increasing demand for live music. Even though some found success in hosting digital festivals, many miss the connection of the crowd around them, the energy of the performance in front of them, and the experience that ties all that together. So it's been to no one surprise that festival season in the 2020s has been poppin', to say the least. As more people attend music festivals, the price of those tickets will also increase, that's simple supply and demand. As curators also create more diverse lineups and entertainment, the interest in these types of events is only going to grow; and with the square footage of these festival grounds remaining the same, it feels like a Cyber Monday when ticket sales begin for festivals like Coachella, Bonnaroo, EDC, and Lollapalooza, high demand, "not enough" tickets.
Piggybacking on the previous point, another factor contributing to the rising costs is the infrastructure required to host these events. With the growing popularity of these festivals, they now require larger-than-life stages, bright lasers, and lighting, the loudest bass and sound systems, and other equipment to create a high-quality experience for all attendees near and far from the stage. It could be very easy to forget about the thousands to millions of dollars and hundreds of people it takes to put on a festival, of any kind. Take Burning Man for example. "In 2015, they spent $9.5 million on their payroll, $4 million on contractors, $3.8 million on permits and fees, $2.9 million on heavy equipment rental, and over $2 million on building, supplies, and office expenses...on top of that, costs for issuing grants...safety expenses, ticket servicing, and occupancy range from about $1.3 million to $1.7 million. "Lesser" costs like performance supplies, taxes, travel, maintenance, and depreciation clock in at about $200,000 to $600,000 each...Burning Man organizers spent a total of roughly $35.8 million to put on their show in 2015". Furthermore, festivals are now expected to provide a wider range of amenities and facilities for all its attendees. This includes:
Food options that are not only "affordable" but conscientious of everyone's health and dietary restrictions.
Bathrooms for all; got a GA+, VIP, or another premium ticket option? You get A/C bathrooms and running water to wash your hands too!
Water stations that are abundant, accessible, and clean. No festival executive wants to hear about mass dehydration or how many people were sent to the medical tent due to lack of water access.
Security! Love them or hate them, they're there to keep you safe and prevent liabilities for the company hosting the event.
All of these are amenities that require a significant amount of investment, which is also reflected in the ticket prices which can range anywhere between $25-$100 for single-day tickets, to $200-$500 for 3-day access.
Festivals are becoming more competitive with one another as organizers attempt to outdo each other and provide the most memorable experience for attendees. This includes booking more high-profile artists as their headlining act. A good way to ensure a particular festival has a unique and profitable lineup, contractors will often include what's called a Radius Clause. These are explicitly created to prevent direct competition with other festivals nearby. By restricting acts from performing at other nearby shows, the organizers can maintain exclusivity, prevent attendees from choosing another event over theirs, and avoid diluting its impact that year. Not only do they need to secure their headliners, but they have to pay them too, and sometimes those performers don't perform at all. Take Coachella 2017 as an example. Beyonce was set to headline but ended up canceling her set due to her pregnancy, regardless, she was still guaranteed $1 million without ever stepping foot on the Coachella mainstage. That year, they replaced her with Lady Gaga whom they still had come out and paid an additional $3-4 million for both weekends.
Despite the raging price increase, it's important to note that attendees will pay for their festival tickets no matter the cost. From the fear of getting scammed to the fear of missing out, there is something magical about festival grounds. The people you meet, the artists you discover, and the freedom you feel surrounded by a welcoming atmosphere are ultimately priceless. Whether it's raining or shining, in the desert or in a forest, festival culture isn't going anywhere and if anything, I'm excited to see where the future of Music Festivals takes us as I'll be along for the ride until I can't hang any longer.
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