.
“I think there’s still huge misconceptions on the way some people perceive Neon Desert,” said Patrick McNeil, promoter with Splendid Sun. “They want it to be this huge Coachella type of event. People talk shit, they don’t want to support it. They don’t realize that that if they don’t support something like this, then nothing like what they envision will ever come. People would rather hate and not support rather than support and see the evolution of what could be.”
In its third year, the Neon Desert Music Festival has become a flagship music event putting a spotlight on two constantly-evolving local entities: the music scene and our beloved Downtown area.
Claire Evans, lead singer of 2012 performers Yacht, perfectly distilled these very sentiments after performing at last year’s festival: “Neon Desert is unique because it really uses the city itself as a stage; other festivals tend to take place in rural areas, deserts, fields, away from any urban centers.”
For instance, one of the more alarming things that some may notice about this year’s lineup that’s different from the previous two years is the decrease in the amount of acts. This year’s festival has around a third of the number of acts fewer than the previous two years, each of the previous years having at least 28 acts listed on each poster.
“We’re starting the festival at 3 p.m. this year as opposed to noon,” McNeil said. “We noticed in the last years that not many people showed up from noon to three o’clock.”
“It’s only about 3-5% of the crowd that shows up before three,” fellow Splendid Sun promoter Brian Chavez put into perspective.
“It just makes more sense,” McNeil said of the smarter planning. “It sucks for local bands that they have to play those slots and there’s almost no one there.”
In addition to that, new approaches to marketing the festival look to expand its appeal to people outside of their core 18 to 35-year-old demographic, which is about 85% of their patrons, according to their calculations. “We’re definitely trying to take different approaches to get that SMG EDM crowd which is a high school audience, the 16 to 18-year-old crowd,” said McNeil. Street promotion with posters and flyers at events is helping them achieve that end as well as eight different billboards around the city and even one in Juarez where they have never placed one before.
“Ever since we started it’s always been our focus: new, young, up-and-coming talent that we think deserves it,” Chavez said. “It’s always been Latin, rock and electronic. In my opinion, that’s what represents the El Paso market.”
“We’ve tried to incorporate hip-hop in the past,” McNeil said. “There’s also other genres like metal, maybe a Slayer-type band. We’ve always wanted to incorporate a classic rock element to it, too. But those are the kind of things we’re hoping for once we get to being a two-day festival and get more people to come and expand the demographics of Neon Desert.”
“The music is one thing, but the festival is a whole different element,” McNeil said. “We’re trying to incorporate a bunch of different things so that the music is almost an afterthought to the rest of the festival. I want you to be entertained from the moment you walk into the festival. Sensory overload, just things that money can’t buy; putting in the extra effort to make the consumer happy at the end of the day.”
TEXT: JOHN DEL ROSARIO
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