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Goldenvoice has unveiled a new hard rock festival, taking place at the home of Coachella this autumn.
Power Trip will see Guns N’ Roses, Iron Maiden, ACDC, Ozzy Osbourne, Metallica and Tool perform at the Empire Polo Club in Indio, California, from 6–8 October this year.
The promoter teased the festival yesterday (30 March) with a video that had fans declaring Power Trip ‘the hard rock version of Goldenvoice’s 2016 Desert Trip festival’, which featured Paul McCartney, the Rolling Stones, Bob Dylan, Neil Young, the Who and Pink Floyd co-founder Roger Waters.
Goldenvoice signed a long-term agreement with the Empire Polo Club to stage additional festivals on the site
The new festival comes two years after Goldenvoice signed a long-term agreement with the Empire Polo Club, enabling the promoter to stage additional festivals on the site.
Hotel packages and VIP passes for Power Trip go on sale on 4 April, while general tickets are on sale 6 April. Tickets start from US$599+fees for a three-day GA pass, up to the Pit VIP Package for $3448 including fees. For fans looking to sit in the first third of the auditorium, tickets start at $1524 inc. fees.
When it took place in 2016, each Desert Trip weekend accommodated over 70,000 fans, with around 35,000 on reserved seats. GA tickets were $399 with reserved seats from $699. Power Trip is also offering payment plans allowing fans to put just 50% of the cost down when booking initially.
The 642-plus acre desert oasis has been home to Goldenvoice’s Coachella Valley Arts & Music Festival since its inception in 1999, as well as its country music counterpart, Stagecoach, which first took place on the grounds in 2007.
Goldenvoice is a subsidiary of AEG and one of the world’s biggest promoters. The company produces several festivals, operates 14 mid-sized venues and promotes over 1,800 shows per year.
In the past two years Goldenvoice has launched a number of new festivals including California Vibrations, This Ain’t No Picnic and Portola.
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Los Angeles-based Goldenvoice has named Mark Girton as VP, special events of Empire Polo Club — home to Coachella and Stagecoach festivals.
Girton was most recently SVP of special events at Goldenvoice owner AEG Presents. His new role follows the recently signed long-term agreement with the Empire Polo Club giving Goldenvoice year-round operational control of both the venue and special-events property the Grand Oasis.
The new agreement, combined with Goldenvoice’s existing operation of the Eldorado Polo Club, will give Girton oversight of special events at the nearly 900 acres now controlled by the company.
“I’m going from one dream job to another”
“I am grateful and excited for the opportunity to grow and develop new events at both the Empire Polo Club and the Grand Oasis,” says Girton. “Working across our properties nationally on special events these past 13 years has been a remarkable experience; I’m going from one dream job to another.
“Collaborating with Goldenvoice on developing new business activity is the apex of my years in the live entertainment business and I look forward to the challenge.”
The former general manager of Blossom Music Center in Ohio (under House of Blues Concerts/Live Nation), Girton joined AEG in 2008 as the original general manager for The Novo, located at LA Live in downtown Los Angeles.
Stacy Benaderet, previously VP of sales and marketing for AEG’s special events venues, will assume Girton’s prior responsibilities at AEG Presents, and will be responsible for all special events across the US.
“Mark brings a wealth of experience within our company and the industry to this new position; he’s the perfect candidate to ensure we continue to develop and expand our business in the desert,” says Shawn Trell, EVP and COO, AEG Presents. “Stacy was the obvious choice to step into Mark’s role. She has the vision, skills, and drive to bring real opportunities to this area of our business. I couldn’t be more proud to see Mark and Stacy in these critical roles at each company.”
In her former role Benaderet, oversaw national sales at all AEG Presents’ venues across the country, including sites like Webster Hall in New York City and the Shrine Auditorium and Expo Hall in Los Angeles.
“I am honoured and humbled to be heading AEG Presents’ special events efforts nationwide,” she adds. “Mark has set a very high standard and built an incredible foundation for our department, and I’m thrilled to represent our ever-growing portfolio of venues and our upcoming venue showcase events this year and beyond.”
“In celebration of our first summer back at full capacity, we wanted to do something for our community to ensure live music would be enjoyed as often as possible”
AEG Presents has also launched its first traveling mobile box office in Denver, operating out of Mile High Pretzel Co’s food truck. The truck will sell fee-free tickets to upcoming concerts at the Bluebird Theater, Gothic Theatre, Ogden Theatre, Mission Ballroom, and Fiddler’s Green Amphitheatre, as well as give away free concert tickets, prizes, and Philly-style pretzels over the summer.
The “Denver Concert Truck” offers fans the opportunity to purchase tickets without fees, but with face-to-face interaction. It will operate out of two windows, with Mile High Pretzel Co. serving pretzels on one side, and AEG Presents facilitating ticket purchases and offering giveaways on the other.
“In celebration of our first summer back at full capacity, we wanted to do something for our community to ensure live music would be enjoyed as often as possible,” says Kellie Owens of AEG Presents, “Our hope is that the truck brings that human connection back to purchasing tickets, while also saving fans a few bucks.”
Shows available for purchase include Jack Johnson, The Flaming Lips, Boyz II Men with the Colorado Symphony, James Taylor and his All-Star Band, Bright Eyes, Mandy Moore, Alice in Chains and Switchfoot.
Denver Concert Truck will move around several locations in the area such as Fiddler’s Green Amphitheatre, Civic Center Park, Santa Fe Arts District and Empower Field at Mile High.
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Goldenvoice has signed a long-term agreement with the Empire Polo Club in Indio, California, which will enable the promoter to stage additional festivals on the site.
The 642-plus acre desert oasis has been home to Goldenvoice’s Coachella Valley Arts & Music Festival since its inception in 1999, as well as its country music counterpart, Stagecoach, which first took place on the grounds in 2007.
The newly announced deal will see the AEG Presents subsidiary take over year-round operations at the festival site and polo fields, which are estimated to be worth US$80 million, according to local land records.
Additionally, the LA-based promoter and live events company is permitted to host two additional three-day events on the site every year, according to Billboard, prompting speculation that Desert Trip may return to the site after its debut in 2016.
“The new long-term lease will assure that the iconic Coachella and Stagecoach will continue for many years to come”
The deal also provides Goldenvoice oversight of the Empire Grand Oasis, a special event property in Thermal, California.
The Haagen Family, owner of the Empire Polo Club, says: “We are pleased to continue our long-term relationship with Paul Tollett and Goldenvoice. The new long-term lease will assure that the iconic Coachella and Stagecoach Music Festivals will continue for many years to come and allow Goldenvoice to expand their vast catalogue of musical acts on both of Empire’s properties. We wish the very best to AEG, Goldenvoice, and Paul Tollett with their future plans.”
Paul Tollett, president at Goldenvoice, says: “Goldenvoice has had a unique relationship with Empire Polo Club for over twenty-five years. It is a privilege to now take over the operations of the venue and we look forward to continuing to build upon the special history that has been established there. It’s immeasurable how much we’ve learned from Al Haagen.”
In August, Indio City Council extended its development agreement with Goldenvoice, allowing Coachella and Stagecoach to take place in the city until 2050. The promoter generates $3.5m for the city of Indio each year, according to city records.
Goldenvoice is one of the world’s biggest promoters; the company produces several festivals, including recently announced California Vibrations, operates 14 mid-sized venues and promotes over 1,800 shows per year.
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