Latest news with #HighSierraMusicFestival
San Francisco Chronicle
30-06-2025
- Entertainment
- San Francisco Chronicle
Beloved Northern California music festival experiences 50% drop in ticket sales
Ticket sales for the High Sierra Music Festival have hit a historic low despite organizers' efforts to keep the long-running event alive amid ongoing post-pandemic financial challenges. Just days away from the outdoor music concert's return to the small town of Quincy on Thursday through Sunday, July 3-6, co-owner and producer Dave Margulies says that revenue is continuing to plummet. 'Our last successful year was 2019,' Margulies told the Chronicle. Before the COVID pandemic, he said the festival sold an average of 6,000 tickets a year. Sales have dropped to around 4,000 since then — and this year's event has barely cleared more than 2,000. Single-day ticket prices range from $82 to $109 apiece for adults, but with overall costs exceeding $2 million, Margulies admits it's looking grim. 'We've tried to adjust to remain sustainable,' he said. 'It's been very, very difficult.' Organizers already cut back on operational costs — such as fencing, golf carts and talent fees — in an effort to reduce last year's budget, which was approximately $2.75 million. 'It was so bad,' he said. 'But we realized the repercussions of canceling. That to me would signify the death knell of the brand.' The four-day family-friendly event has become known for its intimate performances, quirky experiences and spontaneous collaborations that showcase both rising and established talent, from El Sobrante rock band Primus to Phish's Trey Anastasio and improvisational jam band Dogs in a Pile For its 33rd iteration this week, the lineup features Palo Alto bluegrass artist Molly Tuttle, Saratoga rock group ALO and East Bay hip-hop artist Lyrics Born, among others. 'This event is too beloved to let it go,' he said, noting that organizers ultimately decided to 'power through' while trying to reduce losses as much as possible. Despite the festival's current struggles, Margulies remains optimistic. He said they've seen a slight uptick in ticket sales over the past week and is counting on Fourth of July weekend's sunny weather to draw more music-lovers in at the last minute. While he acknowledges 'we're not going to double our sales in a week,' he said the goal is to sell at least 1,000 more tickets. Those looking to purchase tickets can use the discount code '15SIERRA' to receive 15% off four-day passes. 'This is a very passionate community and there's a lot of love out there for this festival,' Margulies added. 'We're hopeful that people will come and rally.'
Fast Company
30-06-2025
- Entertainment
- Fast Company
Why music festival tickets cost so much—and why smaller events are suffering the most
In early June, Dave Margulies, owner and producer of High Sierra Music Festival, was working on a printed pocket guide with a show schedule, which organizers will hand out to attendees of the more than 30-year-old Quincy, California, event. That there even would be a festival to navigate this year wasn't a foregone conclusion. Margulies says the festival used to sell about 7,000 tickets annually; in 2023 and 2024, it sold about 4,500 each year. 'It almost sent us into bankruptcy,' he says. Independent festivals like High Sierra have been hit particularly hard, but their main challenge—slumping ticket sales—is shared by big-name events. Coachella—which the past few years has welcomed more than 200,000 attendees over its two weekends—used to sell out in just hours. This year, resellers like StubHub had tickets available for less than face value shortly ahead of the event's first weekend in mid-April. Recent attendance is also less than half of the number who attended the event in 2014. For 2025, Margulies significantly changed how he curated the lineup to curb costs. He did not book high-dollar headliners like Robert Plant, Jason Isbell, and Sturgill Simpson, who all have played the festival in the past, and instead focused on smaller acts like Molly Tuttle, a Grammy-nominated bluegrass guitarist, and the up-and-coming jam band Dogs in a Pile. The extended deadline for Fast Company's Next Big Things in Tech Awards is this Friday, June 27, at 11:59 p.m. PT. Apply today.
CBS News
29-06-2025
- Entertainment
- CBS News
Northern California's High Sierra Music Festival faces uncertain future amid low ticket sales
A long-running music festival in Northern California may be on the verge of its final act. The High Sierra Music Festival in Quincy is hoping for a last-minute boost in ticket sales ahead of next week's event. It's part of a nationwide trend, with festivals across the country seeing a drop in attendance. But organizers say they've come up with a few ways to bring the crowds back. "The High Sierra Music Festival is a very unique and extraordinary experience," said Dave Margulies, High Sierra Festival producer. For nearly 30 years, Margulies has helped bring the High Sierra Music Festival to life in Plumas County. Known for its bluegrass and acoustic sets and long weekend of camping, the three-day event has been a summer tradition at the Plumas County Fairgrounds since 1995. "It's a big, giant community that gathers every year, it's kind of like a family reunion," Margulies said. This year's festival runs from July 3-6. But organizers say ticket sales are at an all-time low. "We're hoping people rally and we get a big, big surge," Margulies said. Pre-pandemic, the festival used to draw 6,500 people. In the years that followed, 4,500. But with less than a week to go, they're at around 2,500. "Ever since the pandemic, we've seen a downturn in sales and I think a lot of events have seen downturns as well," Margulies said. Recent data shows festivals across the country saw a decline in music festival ticket sales between 2023 and 2024. Experts blame rising costs for tickets. High Sierra is now forced to provide 15% discounted tickets leading up to the festival, all in hopes of continuing it next year. "The value is off the charts, it adds up to about $5-$6 per band," Margulies said. They hope next week's mid-80s in Quincy may also entice people to escape the valley heat. If you'd like to get a ticket to the festival, their offering all tickets with a discount, just use the code 15SIERRA at checkout.
San Francisco Chronicle
12-06-2025
- Entertainment
- San Francisco Chronicle
Beloved Northern California music festival plans a comeback with new leadership, stellar lineup
After a year marked by uncertainty and loss, the High Sierra Music Festival is set to return for its 33rd edition over the Fourth of July weekend, bringing its mix of music and a renewed sense of community to the Plumas-Sierra County Fairgrounds. The festival's future was cast into doubt following the death of founder and talent buyer Roy Carter in May 2024, compounded by financial pressures brought on by the post-COVID live event economy. But co-producer and longtime organizer Dave Margulies stepped in as lead curator, aiming to both honor the event's legacy and chart a new path forward. 'Our goal has always been to turn people on to new music and create space for magic to happen — not just on the big stages, but in the small, serendipitous moments,' Margulies said in a statement. 'From legacy acts to newcomers, the lineup is built to surprise and delight.' Scheduled for July 3-6, this year's festival will continue to showcase the signature experiences that have made High Sierra a favorite: multiple sets by featured artists, intimate sessions and spontaneous collaborations. Attendees can expect the usual eccentric touches — daily parades, late-night jam sessions, yoga classes and vendor villages — all set against the Sierra Nevada foothills. This year's bill features a diverse lineup of returning favorites and emerging talent, including Palo Alto native and bluegrass virtuoso Molly Tuttle, Bay Area jam-pop staples ALO, high-energy improvisational rockers Dogs in a Pile, genre-blending hip-hop pioneer Lyrics Born, and 17-year-old guitar prodigy Grace Bowers & The Hodge Podge. Singer-songwriter Amy Helm plans to bring her Helm Midnight Family Ramble outside of Woodstock for the first time, and multiple members of the Trey Anastasio Band are expected to appear in a range of collaborative projects. 'High Sierra is a musical playground,' said artist-at-large Dan 'Lebo' Lebowitz. ' From intimate Troubadour Sessions to Playshops and full-stage sets, it's a convergence point where once-in-a-lifetime collaborations happen — and lifelong friendships begin.' New for 2025 are upgraded amenities, including the Lagniappe Lounge, a shaded indoor venue with lounge seating and cocktails, and The Happy Glamper, a premium, climate-controlled camping option. 'It's the most wonderful time of the year,' he said. 'People sparkling, singing, dancing, with hugs and parades and spontaneity. Just walking the grounds is an adventure. It feeds my soul.'
