It’s no surprise people are so intent on coming back after experiencing their first Pemberton Musical Festival. That includes the artists.
American DJ Bassnectar plays opening night Thursday. He agreed to a reduced rate this year just to get back on the bill and experience it all over again. Apparently one night last summer just wasn’t enough.
“It really is a true destination festival” says A.J. Niland, whose company HUKA Entertainment runs the show. “Set in the mountains. In this immersive world. You can check out of the real world for a few days in this setting.”
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Last year’s event drew 115,000 fans, up from 75,000 in 2014. And organizers are expecting even bigger crowds this time around. People are travelling from all over to experience over 90 musical and comedy performances including headliners like Pearl Jam, The Killers and J.Cole.
Niland’s company has gone to great lengths to make a connection with the region since bringing the festival back from its inaugural run in 2008 when it was produced by Live Nation. “We’re not just going to be here for a few days and then leave,” he said. “We want to be good stewards in the community.”
To date, $100,000 in grants have been given to organizations in Pemberton. The festival promotes local farming by planting crops near the site, including hops used by Granville Island Brewing to make “Campground Common” beer, which will be served this summer. After this year’s event, organizers say, the festival will have brought more than $200 million in economic impact to the area.
As for those images of litter on the grounds after the 2015 festival went viral, there’s a daily reward program in place this year for the tidiest sites. “Fans took a lot of heat” says Niland. “There was this perception that the campers were dirty. We are giving them the opportunity to clean up and change that image.”
It’s another step to help ensure the longevity of the festival – a place where fans and artists can come back to every summer.
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