With just two weeks remaining before the High Sierra Music Festival, producer Dave Margulies is contemplating the possibility of canceling the event due to record-low ticket sales. Margulies expressed the emotional toll a cancellation would take on patrons, artists, vendors, and the local community, all of whom have made plans around the festival. However, maintaining the event with the current sales levels could lead to significant financial challenges for the organization.
The festival has struggled to recover attendance post-pandemic, with the last successful year being 2019. Margulies noted that every festival since then has operated at a loss, attributed to various factors including an aging audience, competition from other events, and economic uncertainty. This trend is not unique to High Sierra; other producers have reported similar declines, with notable festivals like Burning Man and Coachella also experiencing reduced ticket sales.
Despite previous financial struggles, a surge in last-minute ticket sales helped keep the festival afloat in the past. However, Margulies indicated that the situation is more critical this year, with ticket sales down approximately 40% compared to last year. To break even, the festival needs to sell around 2,000 additional four-day passes, which represents a revenue shortfall of about $750,000. A notable decline in high-end FestivALL VIP Packages has significantly impacted revenues, with sales dropping from 450 last year to just 250 this year.
To combat the downturn, the festival organizers are ramping up marketing efforts, utilizing discount codes for artists to promote the event. The High Sierra Foundation, the festival’s nonprofit arm, is also accepting tax-deductible donations to help sustain the event. Margulies has reached out to local government for potential support and ideas to enhance ticket sales.
The festival holds substantial significance for the local community, providing economic boosts and fostering a sense of connection among residents. With a decision on the event’s future looming, Margulies hopes for a last-minute surge in ticket sales but acknowledges the urgency of the situation.
For locals, there are opportunities to engage with the festival, including discounted day passes and work-trade programs. These initiatives aim to ensure that the festival remains accessible to residents and to foster local involvement. Interested individuals can contact the festival for more information or suggestions.
