Organizers of the Rockin' River Music Festival told Business in Vancouver July 17 that they expect this year's festival to be the largest gathering in their four-year history and that they will make a profit for the first time.
The festival, which takes place August 9, 10 and 11 at Mission Raceway Park, has doubled attendance each year since its inception in summer 2009.
Last year, 7,800 people attended the event, event producer and Rockin' River Productions owner Kenny Hess told BIV.
This year, he hopes to draw 11,000 people who will pay an average of $100, bringing in revenues of $1.1 million. The event costs approximately $700,000 to produce, which would mean a profit of about $400,000.
"I went into this with a game plan to make money in the fifth year," Hess said.
He suffered losses in the first two years and broke even last year.
The bulk of Hess' revenue comes from ticket sales although he has corporate sponsors such as Lordco Parts Ltd., Budget Brake and Muffler and Real Canadian Superstore.
Hess also generates revenue by operating about 40% of the food and beverage services. He charges a royalty on the remaining 60%, which he contracts out.
The biggest known artists set to perform at the festival include Dwight Yoakam, Blue Rodeo and Randy Bachman.
"We have a fantastic lineup of about 20 artists," said Hess, who spends the rest of the year putting on concerts across Canada.
