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.
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If that鈥檚 not enough, there鈥檚 another upgrade called the 鈥漊ltimate VIP鈥� package, which Roxodus co-founder Mike Dunphy calls 鈥渢he creme de la creme鈥� 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 鈥淰IP admission鈥� is already available, with a tented lounge and 鈥渓uxury鈥� 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.
鈥�(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 I鈥檓 saying,鈥� said Dunphy.
鈥淲e had to give them things to do鈥� from the minute they arrive to the minute they go home.鈥�
It鈥檚 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.
鈥淎s long as you had a deck, shade area and private washrooms, it was a pretty good VIP section,鈥� he said.
鈥淣ow, that鈥檚 subpar.鈥�
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.
鈥淚 call our venue a 鈥榰nicorn venue鈥� because of all the on-site amenities it comes with,鈥� said Mattacchione.
鈥淚t鈥檚 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 you鈥檙e going to have, regardless of who鈥檚 on the stage.鈥�
But the VIP section is still where it鈥檚 at, when it comes to upselling on tickets, he added.
Ever After鈥檚 鈥淭he Royal Grounds鈥� pass is beefed up with VIP bonuses including a festival pre-party and massages near the main stage.
There鈥檚 also a glitter bar, this year鈥檚 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.
鈥淚t does give a certain look to someone鈥檚 lifestyle: I鈥檓 at a music festival getting a massage. It鈥檚 pretty high-roller status,鈥� he added.
Nick Farkas, vice president of concerts and events at promoter Evenko, plays an instrumental role in staying ahead of VIP expectations at Montreal鈥檚 Osheaga. When the event started in 2006, the VIP experience 鈥渨asn鈥檛 really a thing,鈥� he said, but heading into its 14th year organizers say that 鈥渏ust having great music is not always enough.鈥�
鈥淭hat was really a turning point for me, when people were like, 鈥榊eah I don鈥檛 want to go anymore because I don鈥檛 want to stand in a field, I don鈥檛 want to line up for bathrooms.鈥� And I鈥檓 like, 鈥榃ell that sucks because you used to like doing this,鈥欌�� he said.
鈥淲e started figuring out ways to encourage people who are huge music fans to still come and experience it.鈥�
Making the VIP treatment feel valuable isn鈥檛 easy in Canada, Farkas said.
Osheaga can鈥檛 promise its shows will be flooded with Hollywood celebrities, a bragging right that鈥檚 become a selling point on social media for some U.S. festivals, particularly California鈥檚 famed Coachella.
So instead, Osheaga emphasizes a 鈥減latinum鈥� package stacked with 鈥漧ittle things that go a long way,鈥� he said
A three-day 鈥減latinum鈥� 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.
There鈥檚 also a daily brunch with mimosas, a massage area and a staff of makeup artists.
鈥淚f you get a chance to sit in a chair and get somebody to redo your makeup, it鈥檚 a big seller,鈥� he said.
鈥�(It鈥檚 about) being pampered and having an experience that鈥檚 memorable.鈥�
The Escapade Music Festival in Ottawa is taking a different approach by making VIP ticketholders feel like they鈥檙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 鈥� 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.
鈥淎ny time a DJ plays a song, and the (beat) drops and the CO2 goes off, it (also) goes off in the VIP,鈥� Shefaee said.
鈥淔or that VIP clientele it鈥檚 like they鈥檙e front row at the festival.鈥�
David Friend, The Canadian Press
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