Rick Farman is quick to admit that the festival market is getting a bit saturated, but that's not stopping the Bonnaroo and Outside Lands co-founder from launching two new festivals in 2017.
The Superfly co-founder rolled out the comedy-centric Colossal Clusterfest (June 2-4) in San Francisco and now is planning to launch Phoenix's Lost Lake Festival, Oct. 20-22. Headliners include The Killers, Chance the Rapper, Major Lazer and Odesza with an undercard that includes The Roots, Run the Jewels, Pixies, Haim, Ludacris, Huey Lewis & the News and Juanes as well as the SuperJam, a collaboration of artists and musicians performing a once-in-a-lifetime jam session. Tickets go on sale Thursday (April 20) at 10 a.m. PST. Three-day General Admission tickets start at $164.50 and VIP three-day admission starts at $499.50.
So why is Farman creating a new festival in a year when so many mega-events already exist? Because his experience with Bonnaroo and Outside Lands has taught him how to do it right, he explains to Billboard.
"When you have success, other people are going to try and figure out how to have similar success," he says. "And I think the people who do it really really well are going to succeed and the people who don't do it really well are going to have a tough time. We've thought a lot about the opportunity in this particular market with Lost Lake and we think it's a good bet to make."
Lost Lake Festival will be held at Steele Indian School Park, a lakefront destination in the heart of the sixth largest city and 13th largest media market in the U.S., with a large lakefront and sweeping views of the desert mountains and landscape.
"Of all the festival sites that I've seen, and I've seen a lot, I would put this up in the top echelon," he tells Billboard. Co-promoting the festival with Superfly are a number of local promoters including Stateside Presents, Walter Productions, and Coran Capshaw's Starr Hill.
Local chef Chris Bianco, a James Beard Award winner and the owner of Pizzeria Bianco, will curate the Phoenix Flavors culinary experience including the craft beer Brewpark" as well as The Pit, a BBQ food area with backyard games. The festival even includes The Lost Playgrounds, interactive play areas that runs throughout the festival and features large scale games and sports.
"It's things that people can do while having a beer in their hand and they're hanging out with friends," Farman said.
Learn more at LostLakeFestival.com