While a feast of rock idols the likes of Aerosmith, Lynyrd Skynyrd and Nickelback dish out epic anthems at the Roxodus music festival this summer, groups of VIP concertgoers will be chowing down on a more lavish experience an earshot away.
A series of mouth-watering, four-course meals cooked up by celebrity chefs Massimo Capra and Lynn Crawford are being served in a seated, shaded area for the ticket upgrade of $225 per person. Each meal comes with wine pairings and craft beer, as well as the bragging rights of a unique experience.
READ MORE:
If thatB次元官网网址檚 not enough, thereB次元官网网址檚 another upgrade called the B次元官网网址漊ltimate VIPB次元官网网址� package, which Roxodus co-founder Mike Dunphy calls B次元官网网址渢he creme de la cremeB次元官网网址� of the festival weekend. He said the elevated, 15,000-square foot tent will be air conditioned with an open bar, a cigar lounge and valet service, and decorated with skull-themed furniture designed for the event. Those tickets go on sale in a few weeks, while a regular B次元官网网址淰IP admissionB次元官网网址� is already available, with a tented lounge and B次元官网网址渓uxuryB次元官网网址� washrooms.
Extravagant perks like these might have been reserved for the most elite only a few years ago, but as Canadian music festivals seek ways to attract larger crowds, the platter of privileges is growing, for those who can afford it.
At Roxodus, which kicks off its inaugural four-day fest on July 11 in Clearview, Ont., outside Barrie, the VIP experience could be especially popular considering the performer lineup appeals directly to the boomer generation and their healthy disposable income.
B次元官网网址�(Our) age demographic is not just going to stand in a field, bouncing around, drinking water and doing whatever else is going on at an EDM (festival), if you know what IB次元官网网址檓 saying,B次元官网网址� said Dunphy.
B次元官网网址淲e had to give them things to doB次元官网网址� from the minute they arrive to the minute they go home.B次元官网网址�
ItB次元官网网址檚 a message echoed by many summer music festivals across the country as they cater to festivalgoers who once came for the music, but now want an experience more akin to a vacation getaway.
Gabriel Mattacchione, who oversees the Ever After electronic music festival in Kitchener, Ont., says the VIP experience never used to carry so many expectations.
B次元官网网址淎s long as you had a deck, shade area and private washrooms, it was a pretty good VIP section,B次元官网网址� he said.
B次元官网网址淣ow, thatB次元官网网址檚 subpar.B次元官网网址�
He pointed to a flood of social media activity coming out of major music festivals as one reason why the game has changed. With events such as Coachella and Lollapalooza raising the bar, homegrown festivals feel pressured to deliver more spectacular experiences while budgeting for smaller Canadian crowds.
At Ever After, which is held at a waterpark, some of the most attractive features of the grounds are available to everyone, including a wave pool and midway games.
B次元官网网址淚 call our venue a B次元官网网址榰nicorn venueB次元官网网址� because of all the on-site amenities it comes with,B次元官网网址� said Mattacchione.
B次元官网网址淚tB次元官网网址檚 less about the headliners and the acts that are going to be there because those are interchangeable. We really try and build a culture to the brand, and what that means is buying in to how good a time youB次元官网网址檙e going to have, regardless of whoB次元官网网址檚 on the stage.B次元官网网址�
But the VIP section is still where itB次元官网网址檚 at, when it comes to upselling on tickets, he added.
Ever AfterB次元官网网址檚 B次元官网网址淭he Royal GroundsB次元官网网址� pass is beefed up with VIP bonuses including a festival pre-party and massages near the main stage.
ThereB次元官网网址檚 also a glitter bar, this yearB次元官网网址檚 trendiest festival perk, where VIPs can cover their bodies in sparkle paint before taking photos.
Mattacchione said Instagram, in particular, influenced some of the decisions.
B次元官网网址淚t does give a certain look to someoneB次元官网网址檚 lifestyle: IB次元官网网址檓 at a music festival getting a massage. ItB次元官网网址檚 pretty high-roller status,B次元官网网址� he added.
Nick Farkas, vice president of concerts and events at promoter Evenko, plays an instrumental role in staying ahead of VIP expectations at MontrealB次元官网网址檚 Osheaga. When the event started in 2006, the VIP experience B次元官网网址渨asnB次元官网网址檛 really a thing,B次元官网网址� he said, but heading into its 14th year organizers say that B次元官网网址渏ust having great music is not always enough.B次元官网网址�
B次元官网网址淭hat was really a turning point for me, when people were like, B次元官网网址榊eah I donB次元官网网址檛 want to go anymore because I donB次元官网网址檛 want to stand in a field, I donB次元官网网址檛 want to line up for bathrooms.B次元官网网址� And IB次元官网网址檓 like, B次元官网网址榃ell that sucks because you used to like doing this,B次元官网网址橞次元官网网址� he said.
B次元官网网址淲e started figuring out ways to encourage people who are huge music fans to still come and experience it.B次元官网网址�
Making the VIP treatment feel valuable isnB次元官网网址檛 easy in Canada, Farkas said.
Osheaga canB次元官网网址檛 promise its shows will be flooded with Hollywood celebrities, a bragging right thatB次元官网网址檚 become a selling point on social media for some U.S. festivals, particularly CaliforniaB次元官网网址檚 famed Coachella.
So instead, Osheaga emphasizes a B次元官网网址減latinumB次元官网网址� package stacked with B次元官网网址漧ittle things that go a long way,B次元官网网址� he said
A three-day B次元官网网址減latinumB次元官网网址� pass, which costs $1,250 each, comes with a backstage tour, an exclusive lounge, shuttle service between the concert stages, and a front-pit viewing area. This year, organizers plan to test an on-site VIP concierge service that suggests local restaurants and tourism experiences outside the event grounds.
ThereB次元官网网址檚 also a daily brunch with mimosas, a massage area and a staff of makeup artists.
B次元官网网址淚f you get a chance to sit in a chair and get somebody to redo your makeup, itB次元官网网址檚 a big seller,B次元官网网址� he said.
B次元官网网址�(ItB次元官网网址檚 about) being pampered and having an experience thatB次元官网网址檚 memorable.B次元官网网址�
The Escapade Music Festival in Ottawa is taking a different approach by making VIP ticketholders feel like theyB次元官网网址檙e in the centre of the action.
Ali Shafaee, director of partnerships at organizer DNA Live, said often VIP sections are somewhat distant from the stage B次元官网网址� either above the action on a platform or pushed off to the side.
So this year, Escapade is bringing the spectacle to the VIP section with confetti canons and carbon dioxide blasters that look great in photos.
B次元官网网址淎ny time a DJ plays a song, and the (beat) drops and the CO2 goes off, it (also) goes off in the VIP,B次元官网网址� Shefaee said.
B次元官网网址淔or that VIP clientele itB次元官网网址檚 like theyB次元官网网址檙e front row at the festival.B次元官网网址�
David Friend, The Canadian Press
Like us on and follow us on
