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Superstruct acquires trio of European festivals

Superstruct has bought majority stakes in London-based festivals Mighty Hoopla and Cross the Tracks, as well as Austria’s Snowbombing.

IQ understands the controlling stakes were bought from various companies owned by Gareth Cooper (founder and former CEO of Broadwick Live). Financial details have not been disclosed.

The deal marks the second time the two companies have done business together, after divvying up Global’s festival portfolio in April 2019. Snowbombing and Mighty Hoopla were among the festivals that remained under Broadwick’s control.

Established in 1999, Snowbombing is the biggest and longest-standing of the three events. The luxury ski holiday, touted as Europe’s biggest snow and music festival, now brings 100+ international acts to perform around the slopes of Mayrhofen, in the Austrian state of Tyrol.

Fatboy Slim, Madness, Pendulum, Example, Magnetic Man, Sub Focus, Tinie Tempah, Chase & Status, Skream & Benga, Mark Ronson and Dizzee Rascal are among the acts that have performed at the festival.

The inaugural edition of Snowbombing took place in Risoul, France. It then moved to Villars, Switzerland, in 2002-2003 and Les Arcs, France, in 2004 before settling in Mayrhofen in 2005.

Superstruct’s acquisition of the festival is a result of the company taking a stake in Snowbombing parent SBH Events – a company controlled by Cooper.

Mighty Hoopla is described as “a pop festival embracing the best of pop, alternative and queer culture” and has featured acts including Sugababes, Steps, Jessie Ware, Cheryl, Chaka Khan and TLC, Kelly Rowland and Kelis.

Mighty Hoopla is described as “a pop festival embracing the best of pop, alternative and queer culture”

Launched in 2017, the festival’s inaugural edition took place in east London’s Victoria Park on the Sunday after the two-day Field Day festival, also produced by Broadwick Live.

In 2018, Mighty Hoopla and Field Day moved to south London’s Brockwell Park (cap. 30,000) after AEG Presents/Goldenvoice was awarded a five-year contract for the exclusive use of Victoria Park for events. AEG Presents’ All Points East was launched that same year.

In 2019, Field Day festival moved again, trading fields for warehouses located at Meridian Water in north London. Mighty Hoopla remained at Brockwell Park and Broadwick Live launched new festival Cross The Tracks on the Sunday of the same weekend.

Hoopla expanded to a two-day festival in 2022, taking place on a Friday and Saturday while Cross the Tracks followed on Sunday. The 2023 edition of the queer pop festival took place last weekend (2–3 June) with acts including Years & Years, Sophie Ellis-Bextor, Natasha Beddingfield, Kelis, Artful Dodger and Beverly Knight.

Cross the Tracks, launched in 2019, is dubbed “a family-friendly festival, celebrating the world of soul, funk and jazz with a mix of international artists and local homegrown talent”.

The Brockwell Park festival has welcomed acts including Chaka Khan, Martha Reeves & The Vandellas, Khruangabin, Gilles Peterson, Joy Crookes, Anderson. Paak, Macy Gray, The Cinematic Orchestra and Sister Sledge. This year’s sold-out edition of Cross the Tracks moved to the bank holiday Sunday in May.

Superstruct Entertainment has now amassed nearly 90 festivals in Europe and Australia, which makes it the second-largest festival promoter in the world after Live Nation.

The company was founded in 2017 by Creamfields founder and former Live Nation president of electronic music James Barton and Roderik Schlosser whilst at Providence Equity Partners.

Cross the Tracks is dubbed “a family-friendly festival, celebrating the world of soul, funk and jazz”

The company has a presence in at least eight markets including the UK, Denmark, Norway, Finland, the Netherlands, Spain, Germany and Australia.

In the UK, it has interests in Y NotTruckNassBlue DotVictoriousSouth West FourKendal CallingTramlinesBoardmasters and Lost Ventures – many of which were acquired when Global’s portfolio was divvied up in April 2019.

Elsewhere in Europe, the company’s network includes leading operators and festivals such as Elrow (ES), Sziget (HU), Wacken Open Air (DE), Mysteryland (NL), Hideout (HR), Sonar (ES), Flow (FI), Defqon1 (NL), Parookaville (DE), Zwarte Cross (NL), Arenal Sound (ES), Øya (NO), O Son do Camiño (ES) and Tinderbox (DK).

IQ also understands that Superstruct has an interest in 10–12 festivals in Australia, some of which operate under the same brand.

Alongside festivals, the live entertainment behemoth also owns festival travel and accommodation companies such as Festival Travel and Liffin, both of which are based in the Netherlands.


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Virtual Snowbombing 2020 reaches 6.3m people

Planet Snowbombing, a virtual festival taking the place of the cancelled Snowbombing 2020, reached more than 6.3 million people with over 30 live streams, organisers have announced.

The event, which took place from 13 to 18 April 2020, replaced Snowbombing, which was one of the first European festivals to be cancelled as a result of the coronavirus pandemic. Broadwick Live-promoted Snowbombing – which was to have returned to the Mayrhofen ski resort in the Austrian Alps on the same dates – would have featured headline performances from Liam Gallagher and Chase and Status for its 21st edition, now moved to 2021.

Planet Snowbombing, held in aid of the UK’s National Emergencies Trust, featured DJ sets, live acoustic performances, stand-up comedy, yoga, daily work-outs, quizzes, Q&As, bingo and more, with participating performers including Rudimental, We Are Scientists, the Shapeshifters, Reverend and the Makers, Solardo, the Cuban Brothers and Mr Motivator.

“The virtual festival received over 1.5 million unique views and was a really successful and genuine way of engaging with our audience”

“Given the cancellation of the festival, we felt we should give something back to our disappointed fans, so they could at least experience a bit of the festival from isolation,” says Snowbombing event manager Sam Turvill. “We decided to curate a weeklong programme of content that ran over the actual festival dates, and included the kind of eclectic content that we like to think sets Snowbombing apart – from life drawing with the Cuban Brothers to a bedroom DJ set from Rudimental, a Bongo’s Bingo livestream and mountain-top rave complete with smoke bombs and a stunning sunset backdrop.

“The virtual festival received over 1.5 million unique views and was a really successful and genuine way of engaging with our audience to increase customer loyalty and push the brand forward in an innovative and exciting way. It also provided an opportunity to work with our key partners in a completely new way and build on those relationships. The project provided a really exciting challenge for our team and, while delivered at relatively low cost, the final outcome far exceeded our initial expectations.”

Snowbombing will return from 4 to 10 April 2021. All festivals in Austria are off until at least mid-July, with a further ban on large-scale events likely to be extended beyond the summer.


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Ground Control’s Jon Drape launches Engine No. 4

Event production veteran Jon Drape has launched Engine No.4, a new production company headquartered in Manchester, UK, as he retires the Ground Control brand.

The new company counts Parklife, Snowbombing Austria, Bluedot, Kendal Calling, Lost Village, Depot at Mayfield and the Warehouse Project among its clients.

Drape, former MD of Ground Control Productions, director at Broadwick Live and founder of Festival Safe, forms part of a core team of equal partners with Tommy Sheals-Barrett (Back On Your Heads Ltd), Jim Gee (N4 Productions) and Will McHugh (CC Events).

The decision to create Engine No.4 follows the withdrawal of Broadwick Live and Ground Control parent company, Global, from the festival space earlier this year.

“It was the ideal time for a rethink – it’s not just a rebadged version of Ground Control,” comments Drape. “We came to realise that a more streamlined business was the only sustainable option.

“With a desire to focus on quality events and festivals, I thought the best move forwards would be to form a new partnership of four equal shareholders and directors together, covering all elements of the industry and able to deliver more bespoke and considered solutions.”

“It was the ideal time for a rethink – it’s not just a rebadged version of Ground Control”

With over 30 years’ experience in the live industry, Drape managed production at legendary Manchester venue the Hacienda, later founding Ground Control in 2013. Drape is a patron for music charity Attitude is Everything and drug safety testing group the Loop.

Sheals-Barrett takes on the role of head of technical production, with 25 years’ experience managing production for Festival No. 6, Bluedot and Parklife.

Kendal Calling and Parklife operations director McHugh will handle the sponsorship side of the business, building on existing relationships with clients such as EE, Lynx, Nintendo and Carling.

Gee, whose recent projects include reopening Manchester’s 10,000-capacity Depot at Mayfield, will serve as the director and head of site management.

“We’re immensely proud of what we have achieved so far at the Depot,” says Gee. “Our remit was to transition the Warehouse Project from Store Street without losing the spirit and the vibe in a much larger venue. Somewhat of a challenge but something we have delivered.”

Operating from September 2019, Engine No.4 has new projects lined up to add to its existing client base.

International event production professionals will be gathering at the ILMC Production Meeting (IPM) on Tuesday 3 March at the Royal Garden Hotel in London.


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Experience economy fuels resort festival rise

For decades, grassy and often muddy fields have been the setting for music festivals worldwide, but as the overall festival experience has crept ever higher on fans’ priority lists, different kinds of sites have begun to catch the eye of festival organisers.

From snowy slopes to golden sands, resorts offer the unique selling point and quality infrastructure desired by organisers, as well as appealing to the experiential tendencies of the millennial festivalgoer.

“People’s tastes have changed,” Gareth Cooper, CEO of Broadwick Live and director of Snowbombing festival tells IQ, adding that people in general “have more disposable income” and often view a festival as a “second holiday” nowadays.

Starting 21 years ago as an après-ski party, Snowbombing has evolved into a week-long live music event. The line-up for Snowbombing 2020, taking place from 13 to 18 April, includes Liam Gallagher, the Streets, Foals and Big Narstie.

Mainstage Festivals-promoted Snowboxx (6,000-cap.) also takes its inspiration from the traditional partying aspect of ski holidays.

“We all know that après is the real reason why people go skiing,” says Mainstage marketing manager Juan Lopez. “Sipping a cold one after a day on the slopes is the perfect way to unwind, but there is not much to do on the mountain after that.”

“People’s tastes have changed and they have more disposable income”

To counter that, Snowboxx has brought artists such as Basement Jaxx, Wilkinson and Craig David’s TS5 to Avoriaz in France for the past seven years, alongside a “jam-packed schedule of off-piste activities”. Acts confirmed for the 2020 edition, taking place from 21 to 18 March, include Andy C, Annie Mac, the Sugarhill Gang and Denis Sulta.

Anthony Diaz, CEO of cruise festival specialist Sixthman, agrees that the idea of a combined holiday and music festival is really “resonating” with fans.

In addition to its many “floating festivals”, Sixthman has recently experimented with seaside resort festivals, launching Kid Rock’s Flying High Island Jam and All the Best presented by John Prine at boutique resorts in the Dominican Republic, with further plans to replicate the model in European resorts.

“People are choosing to invest more and more in experiences, rather than in material things, including in immersive music experiences and in vacations,” Diaz tells IQ. “The combination of being on vacation with your musical heroes and with others that share that same passion, it’s unbeatable.”

Fans have also shown an eagerness to travel to new places for festivals in recent years, a fact that the Mainstage Festivals team is well aware of. The idea behind the promoter’s Kala festival, which takes place in Dhërmi, a beach resort on the Albanian Riviera, is to introduce festivalgoers to a holiday location they are unlikely to have visited before.

“The Kala crowd is looking for new experiences and new adventures, so somewhere as beautiful and off the beaten path as Albania ticks all the boxes for them,” says Lopez, who refers to Albania as “Europe’s best kept secret”.

“The combination of being on vacation with your musical heroes and with others that share that same passion, it’s unbeatable”

Since Kala started in 2017, there has been a 27% increase in foreign tourists to Albania and, although the event organisers cannot take “full credit” for that, Kala is now the “flagship event” for Albania. “It’s the country’s first and biggest overseas festival and we look forward to growing along with the broader tourism industry over there,” says Mainstage CEO Rob Tominey.

For the Mainstage boss, cooperation with tourist boards is an integral aspect to overseas festivals, “not only to promote the festivals, but also to showcase the local culture.”

Broadwick’s Snowbombing, which has taken place every April at Austria’s Mayrhofen ski resort since 2006, also collaborates closely with local tourism boards and tour operators, as well as the resort’s management.

“We turn what would traditionally be the quietest week of the season into one of the busiest,” explains Cooper. “It’s an end-of-season boost for the local economy and brings very good clientele to the resort – the kind who come to socialise and make use of bars and restaurants.”

However, a festival in a resort, by its very nature, costs more for the fan. Accommodation for five nights at Snowbombing is priced between £269 and £1,500, in addition to equipment hire, ski pass and transport to and from the festival.

“We could go cheaper and use a resort in France,” admits Cooper, but “that’s not the quality we’re looking for.”

It seems that cheap and cheerful is not what Snowbombing attendees are after either, with four-star hotels, complete with swimming pools and spas, proving the most popular accommodation choice.

“When you have the right destination, people just want to go”

Quality is key for Sixthman’s event too. Guests can choose between different suites at the resort, with all concerts, meals, alcoholic and non-alcoholic drinks included in the price, as well as unlimited use of the resort’s swimming pools and beaches.

Despite high-end prices, Sixthman does not attempt to tier pricing or up-sell fans with VIP packages or events. “All our guests are VIP,” says Diaz, which helps foment a “positive”, community-like feeling among fans.

Yet, for Mainstage, cheaper prices are one of the draws of its destination-based events.

“There are a number of benefits to attending a festival abroad vs in the UK,” says Tominey. “The costs can often be more favourable with cheaper ticket prices as well as cheaper costs while there.

Even at Snowboxx, the Mainstage team tries to keep the price low, “steering clear of all-inclusive deals” and negotiating with hotels.

“We’ve seen in the past how accommodation and transfer prices have spiked around destination festivals, after a few years of them being in the location,” says Tominey. The Snowboxx team offers seven-day accommodation and festival wristband packages for between £254 (three star) and £442 (five star).

The most important aspect of this new kind of festival, however, remains the same for all. As Cooper puts it: “When you have the right destination, people just want to go.”


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Snowbombing “deeply saddened” after Stormzy cancellation

The organisers of Snowbombing have apologised to Stormzy after the UK grime star cancelled his much-anticipated appearance at the Austrian festival, citing “racial profiling”.

The Brit Award-winning rapper had been due to headline and curate a ‘#Merky Takeover’ at the Broadwick Live-promoted event, but pulled out at the last minute yesterday (11 April) after alleging on his Instagram story that he and his entourage had been “racially profiled” and “aggressively handled” by security personnel searching for weapons.

In a statement, released shortly after Stormzy’s announcement, the festival apologised to the artist and his team for its handling of the situation.

It reads: “Snowbombing regrets to inform you that Stormzy will no longer be performing at the festival this evening. Last night (Wednesday 10th) Snowbombing’s security were alerted to the possibility that an individual at the festival was allegedly carrying a weapon. In accordance with protocol, a small number of attendees, including Stormzy’s manager, were escorted to the nearest exit, searched and no weapon was found.

“We are deeply saddened that any individual would feel uncomfortable at Snowbombing”

“Stormzy’s management were unhappy with the manner by which this took place and, as a result, Stormzy will no longer be performing tonight. […]

“We are deeply saddened that any individual would feel uncomfortable at Snowbombing.

“Snowbombing would like to wholeheartedly apologise to Stormzy’s team. We are doing everything we can to understand the full situation and are treating this with the utmost seriousness to ensure this does not happen again.”

Snowbombing 2019, the 20th, runs until Saturday 13 April at the Mayrhofen ski resort in the Austrian Alps. Other performers include Fatboy Slim, Andy C and Chase & Status, who host a tribute to the late Keith Flint tonight.


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Festival Focus: Snowbombing, FIB, Download

Broadwick Live’s music ‘n’ ski event Snowbombing today announced an avalanche (geddit?) of new acts for the 2017 festival.

Blossoms, Slaves, De La Soul, Grandmaster Flash, Giggs, Dixon, Shy FX and more will join previously announced headliners Chase & Status for six days of “luxurious spas, igloo raves, rooftop hot tubs, forest parties [and] snow-yoga” at the Mayrhofen ski resort in Austria from 3 to 8 April.

As if that wasn’t enough, there’ll also be “special guest appearances” from everyone’s favourite spandex-clad ’90s early-morning TV fitness instructor, Derrick Evans (aka Mr Motivator), and loveably inept British ski jumper Eddie ‘The Eagle’ Edwards, whose life story was the subject of a recent film starring Taron Egerton and Hugh Jackman.

Fingers crossed for a Grandmaster Flash/Mr Motivator duet.

Red Hot Chili Peppers, Nova Rock 2016, M. Krobath/ANSPress Society News

In today’s other major festival news, Red Hot Chili Peppers will be headlining Festival Internacional de Benicassim (FIB) next July.

The American four-piece, who wheadlined Reading and Leeds, Lollapalooza Chicago, T in the Park, Fuji Rock and more this year, are also confirmed for Super Rock Super Bock in Lisbon the same weekend (13–16 July) and Rock in Rio in September 2017.

FIB, which takes place in the Spanish coastal town of Benicàssim, is promoted by Maraworld, part-owned by Denis Desmond’s MCD Concerts. (Anthony Kiedis/Red Hot Chili Peppers photo by M. Krobath/ANSPress Society News.)

System Of a Down, Santiago Gets Louder 2015, Macarena Viza

The second edition of Live Nation France’s Download Paris has announced its three headliners for 2017.

System of a Down – revealed last month as the first act confirmed for the new Download Spain, the second international spin-off from the long-running UK metal festival – will join Linkin Park and Blink-182 at a disused airbase in Le Plessis-Pâté, in Île-de-France, from 9 to 11 June.  (System of a Down photo by Macarena Viza.)

Also playing will be Rage Against the Machine/Public Enemy/Cypress Hill supergroup Prophets of Rage.

The first line-up announcement for the UK Download is expected this week.

Update (4/11/16): It’s System of a Down, Biffy Clyro and Aerosmith.

Linkin Park, Montreal, 2014, Kristina Servant

Other notable developments since the last instalment of Festival Focus:


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Snowbombing Canada coming in 2017

Broadwick Live’s Snowbombing festival will make its first foray across the Atlantic next year with the launch of a Canadian spin-off.

Held from 6 to 10 April in Sun Peaks, British Columbia, the Canadian event will, says the festival, “showcase exactly why Snowbombing has been the №1 choice for snow-loving music enthusiasts across Europe for almost two decades”.

Snowbombing, now in its 18th year, has also announced its dates for 2017 – 3 to 8 April – and will take place once again in the ‘party capital of the Alps’, Mayrhofen in Austria. No performers have yet been revealed, but this year’s headliners included The Prodigy, Bastille, Fatboy Slim, Andy C and Skepta.

“We cannot wait to come and share our unique style of après-ski and passion for music with the people of Canada”

“Twenty years ago when we started Snowbombing it was a very distant dream to one day do it in North America,” says Broadwick Live’s CEO, Gareth Cooper. “Now, with the help of an iconic brand like Coors Light, that dream is to become a reality and we are so proud and excited to be able to launch Snowbombing Canada in the superbly stunning Sun Peaks resort.

“Not only is this one of the best ski locations in Canada, but, strangely, it looks just like our Austrian home, Mayrhofen! We cannot wait to come and share our unique style of après-ski and passion for music with the people of Canada.”


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