1. 2015 Case Study
By: Melanie Martinez

2. Background
Outside Lands Music Festival was established in 2008, marking the 3-day festival in 2015 as its 8th major festival in San Francisco. The music festival was held on August in the city’s national park, Golden Gate Park. The festival is known for its wide range of indulgences. Particularly, exquisite food, wine, and beer. Major attractions include, “Chocolands”, an landscape nestled in the forests featuring San Francisco’s premiere dessert vendors, “Winelands”, which features numerous Napa Valley wineries and cheese vendors giving attendees the option to spend the day wine-tasting, “Beerlands”, which features local and well-known California craft breweries for those who may differ from the wine-tasting experience, exceptional food from local eateries, art exhibits, and best of all, a one of a kind music experience featuring popular rock, hip-hop, and jazz artists. The 2015 lineup featured headliners Elton John, The Black Keys, Mumford & Sons, Sam Smith, Billy Idol, Kendrick Lamar, and many more. The woodsy location of the festival separates itself from the bustle of the city, but still encompasses the culture and lifestyle of San Francisco natives. The location is equivalent to 20 blocks in the city, making it one of the largest festivals in the United States. In 2015 alone, the production generated more than eighty million dollars in revenue for the City of San Francisco and the sold out festival drew over 200,000 attendees. Technology and innovation are a rising success for the production. Web-streaming, a mobile app, and social media fan-involvement took a successful leap in Partnerships with PayPal and Google also allowed for a smooth transaction for all festival goers. The success of the 2015 festival and previous years has allowed Outside Lands and its production companies to extend their contract with the City of San Francisco to the year 2020.

3. Goals
Create a lasting image as one of California’s premiere music festivals and attract new attendees.
Become a leader in festival innovation, bringing a new meaning to the music festival experience.
Build and maintain vendor and partner relationships throughout the Bay Area.

4. Objectives
Increase festival revenue by 25% compared to 2014’s net revenue of $60 million.
Generate more than 350,000 positive media impressions across all local and national media outlets between April 2015 through August 2015.
Create more than 10 new festival experiences compared to the previous years, which will capture larger audiences and improve attendees experience.

5. Target Audiences
Males and Females ages 18 to 27 years old: are highly influenced by trends and music culture, seek adventure, living in California, college students and recent graduates, are active on Twitter and Instagram, media savvy.
Males and Females ages 25 to 35 years old: have a disposable income, living in the Bay Area, influenced by food culture, knowledgeable of fine wine and craft beer, lives a yuppy lifestyle, no children, eco-conscious and green-friendly.

6. Target Audiences cont.
Industry partners for involvement and festival production: LiveNation, TicketMaster, Toyota, Red Bull, SuperFly, Another Planet Entertainment, STARR Hill, Big Hassle, PayPal, Google Chromecast, Heineken, Sierra Nevada, ECO Products, Relix, OluKai, Jamieson Ranch Vineyards, Rock Medicine, additional production rental equipment, local eateries, Napa Valley vineyards, local and Napa Valley breweries, Bay Area arts and clothing vendors, volunteers.
Government: City of San Francisco, City of San Francisco Parks & Recreation, San Francisco Police Department, City of San Francisco Planning & Development, City of San Francisco Public Works.

7. Target Audiences Cont.
Local and national media outlets for coverage: All local print news publications in San Francisco and surrounding local cities plus major cities throughout the United States, Seattle, Los Angeles, Miami, New York City. All local media news correspondents and local channels in surrounding cities plus major cities throughout the United States. All local radio stations and radio stations in major US cities. Digital entertainment media outlets with exceptional UMV. Key social influencers and bloggers.

8. Strategy 1:
Build festival awareness and hype across multiple channels months before the August festival date.
Tactics:
Distribute press releases to announce “Save the Date”, official lineup, ticket and vendor information.
Update website with new logo, artwork, and festival information to drive website traffic.
Update & establish a social media plan for content on all platforms: Tumblr, Facebook, Twitter, & Instagram.
Begin an marketing campaign to reach past attendees and vendors.

9. Strategy 2:
Announce new attractions to the 2015 festival – Distinguish Outside Lands as an innovative music festival.
Tactics:
Distribute press releases announcing partnerships with Google and PayPal.
Announce Stubhub collaboration with a #NOMOFOMO press release.
Establish Gastromagic as an expansion for 2015.
Set up EcoLounge center at the festival to promote environmental sustainability.
Announce Lyft collaboration through press releases and social content.
Secure press interviews with SF Weekly and SF Gate to specify the new technologies that will be available to attendees this year; Google Chromecast, PayPal Lockers, and Dopper Labs active listening.
Set up a pre-festival concert lineup throughout San Francisco to tie in local music and art with the key messages of the festival.
Use all social media platforms to engage and drive fans to the official Outside Lands website for an increase in traffic and visibility.

10. Strategy 3:
Communicate with potential Bay Area vendors and build business relationships.
Tactics:
Distribute media kits and/or digital pamphlets to targeted food, wine, beer, clothing, and art vendors in the Bay Area to introduce them to the benefits of partnering with Outside Lands.
Establish an interpersonal communication plan to connect with vendors and provide the tools necessary to create new contracts.
Distribute press release to local SF news outlets to encourage Bay Area vendors to collaborate with Outside Lands.

11. Calendar The estimated length of this campaign is roughly 6 months.
Although Outside Lands is still semi active on social media during the winter, festival awareness begins in March and lasts until the end of August as press is wrapping up summing to a 6-month PR campaign for this 3-day festival.
The planning and execution of the entire festival is roughly months.
This includes planning, booking artists, creating business contracts, establishing new relationships, marketing, public relations, finance, community engagement, complying with the City of San Francisco for licenses and permits, and evaluation of ROI.

12. Evaluation Media Impressions Ticket Sales and attendance.
Amount of vendors at the festival.
Business partnerships.
ROI and impact on SF’s economy.
Evaluation

13. Appendix A FOR IMMEDIATE RELEASE OUTSIDE LANDS ANNOUNCES 2015 LINEUP
OUTSIDE LANDS ANNOUNCES 2015 LINEUP
FEATURING:
ELTON JOHN, MUMFORD & SONS, THE BLACK KEYS,
SAM SMITH, KENDRICK LAMAR and MORE
TICKETS GO ON SALE THURSDAY MARCH 26 AT 10AM PDT
VIA SFOUTSIDELANDS.COM
WATCH LINEUP VIDEO COLLABORATION
WITH FUNNY OR DIE AND SAN FRANCISCO 49ER ALDON SMITH
AT SFOUTSIDELANDS.COM
March 24, 2015 — San Francisco, CA — Another Planet Entertainment, Superfly and Starr Hill, in a partnership with the San Francisco Recreation and Park Department, have announced an outstanding lineup for the eighth annual Outside Lands Festival. After four consecutive sold-out years, the world’s only gourmet music festival that Rolling Stone hailed as “one of America’s best,” and the Huffington Post called “a well-rounded cultural event,” will once again take place in San Francisco’s historic Golden Gate Park August 7 – 9, While the Eager Beaver on sale had the fastest sell-out in the history of the festival, a limited number of 3-Day General Admission and VIP regular tickets go on sale this Thursday, March 26th at 10am PDT via SFOutsideLands.com. A significant portion of every ticket sold will directly benefit San Francisco’s Recreation and Park Department. The festival has given more than $10 million to the department since its inception.
Watch the lineup video collaboration with Funny Or Die at SFOutsideLands.com
Now in its eighth installment, Outside Lands has absolutely solidified its reputation as one of the most well-known and revered festivals in the world. The media across the country has been universally praising the event since its inception in 2008, covering the festival’s evolution from setting the standard in the region to its current position as a renowned national powerhouse that all artists consider one of the most important performances in any given year.

14. Appendix A cont.
As with all the great Outside Lands lineups of the past seven years, the 2015 edition is brilliantly diverse by design. From legends like Elton John and D’Angelo, to current massive hit makers such as Mumford & Sons, The Black Keys, Sam Smith and Kendrick Lamar, to indie darlings Wilco, Tame Impala and St. Vincent, to newcomers on the rise like Lake Street Dive, Mac DeMarco, George Ezra, Glass Animals, James Bay, Sky Ferreria, Leon Bridges, Shakey Graves, Benjamin Booker and Natalie Prass, to electronic luminaries Axwell & Ingrosso, Porter Robinson, Hot Chip, Caribou, ODESZA, RL Grime, DJ Mustard, Green Velvet & Claude VonStroke: Get Real, Django Django and Dan Deacon, to hip hop rising stars G-Eazy and SZA, Outside Lands has developed into a hub of infinite music exploration. As Mother Jones magazine once exclaimed, “Outside Lands is as much about showcasing up-and-coming bands – and their colorful fans, of course – as it is about the stars.”
As the world’s only gourmet rock festival, Outside Lands has been a pioneer in the food-music movement since its 2008 inception. Each year, to the delight of ticket-holders, producers enhance the festival’s stellar culinary offerings. There are now a total of six unique experiences to be discovered, all of which fully celebrate Northern California’s rich food and drink culture. These experiences include A Taste of the Bay Area, Wine Lands, Beer Lands, Choco Lands, Cheese Lands and the 2014 hit addition, GastroMagic, which is a fully programmed stage devoted to fantastical culinary entertainment. The Outside Lands 2015 food and drink lineup will be announced in the coming months.
Outside Lands has become a cherished event that the city of San Francisco has embraced as fans from around the world flock to spend an incomparable weekend in one of America’s greatest parks. Each year, festival organizers ensure that the event highlights the Bay Area and all of the components (from food to wine to beer to art to comedy, theater and music) that make it one of the most desirable places to live and visit. They also like to the say thank you to the city and the local communities surrounding the park by giving back in substantial ways. In its first seven years, Outside Lands has raised over 10 million for the benefit of the San Francisco Recreation and Park Department. Based on a 2011 economic study, it is estimated that the festival generates over $70 million annually to the San Francisco economy.
Its consistently outstanding live music combined with the exceptional majesty of the Golden Gate Park surroundings and the finest food and drink experience found at any festival has elevated Outside Lands’ stature and cemented its reputation as a highly acclaimed global destination for entertainment lovers everywhere.
The confirmed Outside Lands 2015 lineup is below:
Elton John
Mumford & Sons
The Black Keys
Sam Smith
Kendrick Lamar

15. Appendix A cont. Wilco Glass Animals METZ Axwell & Ingrosso
Laura Marling
Strand of Oaks
Tame Impala
James Bay
Speedy Ortiz
D’Angelo and The Vanguard
Green Velvet & Claude VonStroke: Get Real
Fantastic Negrito
St. Vincent
DMA’s
Porter Robinson
Django Django
Natalie Prass
Ben Harper & The Innocent Criminals
Classixx
Alex Bleeker & The Freaks
Billy Idol
Karl Denson’s Tiny Universe
The Sam Chase
G-Eazy
Sky Ferreria
Devon Baldwin
Hot Chip
Leon Bridges
The Tropics
Slightly Stoopid
Robert DeLong
Caribou
Unknown Mortal Orchestra
Milky Chance
SZA
More artists, restaurants, wineries will be announced in the coming weeks; check out updates and more information.
Chet Faker
Allah-Las
The Devil Makes Three
Shakey Graves
Nate Ruess
Dan Deacon
ODESZA
Benjamin Booker
First Aid Kit
Misterwives
Toro Y Moi
Langhorne Slim & The Law
RL Grime
Ryn Weaver
Lake Street Dive
Broods
Mac DeMarco
Hurray for the Riff Raff
George Ezra
Giraffage
Lindsey Stirling
GIVERS
Iration
Alvvays
Angus & Julia Stone
Twin Peaks
DJ Mustard
The Family Crest
St. Paul and The Broken Bones
The Revivalists

16. Appendix B

17. Appendix C

18. Appendix D

19. Appendix E

20. Appendix F

21. Appendix G

22. Appendix H

23. Appendix I

24. Appendix J

25. Appendix K

26. Appendix L

27. Appendix M

28. Appendix N

29. Appendix O

30. Appendix P