While a feast of rock idols the likes of Aerosmith, Lynyrd Skynyrd and Nickelback dish out epic anthems at the Roxodus music festival this summer, groups of VIP concertgoers will be chowing down on a more lavish experience an earshot away.
A series of mouth-watering, four-course meals cooked up by celebrity chefs Massimo Capra and Lynn Crawford are being served in a seated, shaded area for the ticket upgrade of $225 per person. Each meal comes with wine pairings and craft beer, as well as the bragging rights of a unique experience.
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If that91裸聊视频檚 not enough, there91裸聊视频檚 another upgrade called the 91裸聊视频漊ltimate VIP91裸聊视频� package, which Roxodus co-founder Mike Dunphy calls 91裸聊视频渢he creme de la creme91裸聊视频� of the festival weekend. He said the elevated, 15,000-square foot tent will be air conditioned with an open bar, a cigar lounge and valet service, and decorated with skull-themed furniture designed for the event. Those tickets go on sale in a few weeks, while a regular 91裸聊视频淰IP admission91裸聊视频� is already available, with a tented lounge and 91裸聊视频渓uxury91裸聊视频� washrooms.
Extravagant perks like these might have been reserved for the most elite only a few years ago, but as Canadian music festivals seek ways to attract larger crowds, the platter of privileges is growing, for those who can afford it.
At Roxodus, which kicks off its inaugural four-day fest on July 11 in Clearview, Ont., outside Barrie, the VIP experience could be especially popular considering the performer lineup appeals directly to the boomer generation and their healthy disposable income.
91裸聊视频�(Our) age demographic is not just going to stand in a field, bouncing around, drinking water and doing whatever else is going on at an EDM (festival), if you know what I91裸聊视频檓 saying,91裸聊视频� said Dunphy.
91裸聊视频淲e had to give them things to do91裸聊视频� from the minute they arrive to the minute they go home.91裸聊视频�
It91裸聊视频檚 a message echoed by many summer music festivals across the country as they cater to festivalgoers who once came for the music, but now want an experience more akin to a vacation getaway.
Gabriel Mattacchione, who oversees the Ever After electronic music festival in Kitchener, Ont., says the VIP experience never used to carry so many expectations.
91裸聊视频淎s long as you had a deck, shade area and private washrooms, it was a pretty good VIP section,91裸聊视频� he said.
91裸聊视频淣ow, that91裸聊视频檚 subpar.91裸聊视频�
He pointed to a flood of social media activity coming out of major music festivals as one reason why the game has changed. With events such as Coachella and Lollapalooza raising the bar, homegrown festivals feel pressured to deliver more spectacular experiences while budgeting for smaller Canadian crowds.
At Ever After, which is held at a waterpark, some of the most attractive features of the grounds are available to everyone, including a wave pool and midway games.
91裸聊视频淚 call our venue a 91裸聊视频榰nicorn venue91裸聊视频� because of all the on-site amenities it comes with,91裸聊视频� said Mattacchione.
91裸聊视频淚t91裸聊视频檚 less about the headliners and the acts that are going to be there because those are interchangeable. We really try and build a culture to the brand, and what that means is buying in to how good a time you91裸聊视频檙e going to have, regardless of who91裸聊视频檚 on the stage.91裸聊视频�
But the VIP section is still where it91裸聊视频檚 at, when it comes to upselling on tickets, he added.
Ever After91裸聊视频檚 91裸聊视频淭he Royal Grounds91裸聊视频� pass is beefed up with VIP bonuses including a festival pre-party and massages near the main stage.
There91裸聊视频檚 also a glitter bar, this year91裸聊视频檚 trendiest festival perk, where VIPs can cover their bodies in sparkle paint before taking photos.
Mattacchione said Instagram, in particular, influenced some of the decisions.
91裸聊视频淚t does give a certain look to someone91裸聊视频檚 lifestyle: I91裸聊视频檓 at a music festival getting a massage. It91裸聊视频檚 pretty high-roller status,91裸聊视频� he added.
Nick Farkas, vice president of concerts and events at promoter Evenko, plays an instrumental role in staying ahead of VIP expectations at Montreal91裸聊视频檚 Osheaga. When the event started in 2006, the VIP experience 91裸聊视频渨asn91裸聊视频檛 really a thing,91裸聊视频� he said, but heading into its 14th year organizers say that 91裸聊视频渏ust having great music is not always enough.91裸聊视频�
91裸聊视频淭hat was really a turning point for me, when people were like, 91裸聊视频榊eah I don91裸聊视频檛 want to go anymore because I don91裸聊视频檛 want to stand in a field, I don91裸聊视频檛 want to line up for bathrooms.91裸聊视频� And I91裸聊视频檓 like, 91裸聊视频榃ell that sucks because you used to like doing this,91裸聊视频�91裸聊视频� he said.
91裸聊视频淲e started figuring out ways to encourage people who are huge music fans to still come and experience it.91裸聊视频�
Making the VIP treatment feel valuable isn91裸聊视频檛 easy in Canada, Farkas said.
Osheaga can91裸聊视频檛 promise its shows will be flooded with Hollywood celebrities, a bragging right that91裸聊视频檚 become a selling point on social media for some U.S. festivals, particularly California91裸聊视频檚 famed Coachella.
So instead, Osheaga emphasizes a 91裸聊视频減latinum91裸聊视频� package stacked with 91裸聊视频漧ittle things that go a long way,91裸聊视频� he said
A three-day 91裸聊视频減latinum91裸聊视频� pass, which costs $1,250 each, comes with a backstage tour, an exclusive lounge, shuttle service between the concert stages, and a front-pit viewing area. This year, organizers plan to test an on-site VIP concierge service that suggests local restaurants and tourism experiences outside the event grounds.
There91裸聊视频檚 also a daily brunch with mimosas, a massage area and a staff of makeup artists.
91裸聊视频淚f you get a chance to sit in a chair and get somebody to redo your makeup, it91裸聊视频檚 a big seller,91裸聊视频� he said.
91裸聊视频�(It91裸聊视频檚 about) being pampered and having an experience that91裸聊视频檚 memorable.91裸聊视频�
The Escapade Music Festival in Ottawa is taking a different approach by making VIP ticketholders feel like they91裸聊视频檙e in the centre of the action.
Ali Shafaee, director of partnerships at organizer DNA Live, said often VIP sections are somewhat distant from the stage 91裸聊视频� either above the action on a platform or pushed off to the side.
So this year, Escapade is bringing the spectacle to the VIP section with confetti canons and carbon dioxide blasters that look great in photos.
91裸聊视频淎ny time a DJ plays a song, and the (beat) drops and the CO2 goes off, it (also) goes off in the VIP,91裸聊视频� Shefaee said.
91裸聊视频淔or that VIP clientele it91裸聊视频檚 like they91裸聊视频檙e front row at the festival.91裸聊视频�
David Friend, The Canadian Press
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