Rock festival taps into the ageing demographic and becomes among the most lucrative in history

Organisers said that all ages were expected, but acknowledged that the crowd would lean heavily toward the baby boomers. The festival’s own marketing videos illustrate this, with gray-haired revellers feasting on gourmet food and dancing.


On average, attendees at the Desert Trip festival will spend more than $1,000 each.

Satisfying an affluent older crowd became one of the promoters’ main concerns. There is an extensive menu of high-end food, including a $225 four-course meal by chefs like Dominique Ansel and Marcus Samuelsson, and an afternoon-long, all-you-can-eat “culinary experience” for $179.

Organisers laboured to ensure an age-friendly experience. For example;  minimising patrons’ time waiting in line and providing more than 1,000 flushable toilets.

Older fans represent a steady portion of the concert audience, but, as with most areas of business, have been an afterthought for festivals.

Let’s hope that successes like this encourage a rethink.