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Schueremans on Rock Werchter’s record sell-out

The RW founder and Live Nation Belgium CEO says the sell-out is a sign of things to come, as he reports "excellent" ticket sales across the board

By IQ on 10 Feb 2022

Schueremans’ Rock Werchter has won a record six Arthur Awards

Rock Werchter founder Herman Schueremans says that the festival’s record sell-out is a sign of things to come, as he gears up for his busiest festival summer in years.

The organisers yesterday (9 February) announced that the 2022 edition of Belgium’s biggest festival is now completely sold out – and far earlier than expected.

“We normally sell out in April or May or early June… this time we are sold on 9 February,” Schueremans tells IQ.

This year’s Rock Werchter shifted 67,000 combi-tickets and four lots of 21,000 one-day tickets, some of which were sold at the price advertised in 2020 and some at an increased rate.

“After it became clear in the autumn that costs were going to increase, we increased Rock Werchter tickets from 1 December 2021. However, we informed our fans mid-November that we had to do that due to increased production costs, so they had 2 weeks to buy at the 2020 price.”

With increased ticket prices and pent-up demand across the board, Schueremans is aware that audiences expect more from festivals this year but says that “delivering a top bill and top service is part of our DNA”.

“Our 2022 bill is again a strong one with an eclectic mix of strong headliners, midsize acts (the headliners of the future) and new acts in all genres,” he maintains.

“Delivering a top bill and top service is part of our DNA”

Imagine Dragons, Red Hot Chili Peppers, The Killers and Metallica are among the acts billed to perform at the marquee event, scheduled for 30 June to 3 July in Festivalpark, Werchter.

Rock Werchter isn’t the only festival selling well according to Schueremans, who is also the CEO of Live Nation Belgium. The promoter has also reported “excellent” ticket sales for its other Festivalpark events too.

Werchter Boutique (19 June) with Gorillaz and Stromae has sold 43,000 tickets, while TW Classic (25 June) with Nick Cave and the Bad Seeds, Placebo and The Smile has sold 40,000 tickets. Ticket prices for both events stayed the same.

Elsewhere in LN Belgium’s stable of events, Graspop Metal Meeting in Dessel was expanded from 50,000 capacity to 52,000 after most tickets sold out in early November.

Capitalising further on the pent-up demand, Rock Werchter recently announced a new two-day festival in Brussels, in partnership with fellow Belgian festival behemoth Tomorrowland.

According to Schueremans, Core won’t be the only new event on their festival calendar this year: “Lots of Werchter fans are unserved. We will serve them and we will soon come up with a big surprise for them at the Werchter Park site. Will announce the headliner and part of the bill soon.”

See the full line-up for Rock Werchter 2022 below.

 


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