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 […]