All Points West (pictured above in it's debut year), New York's answer to Coachella, Lollapalooza, and Bonnaroo will most likely not return in 2010 says AEG Live CEO Randy Phillips. The festival located in Liberty State Park (across the Hudson from Manhattan)started two years ago presenting Radiohead for two nights along with Jack Johnson, has had trouble finding appropriate headliners for 2010, sources say. AEG Live's flagship festival, Coachella, recorded a record setting attendance of more than a quarter of a million people last weekend. All Points West never exceeded 75,000 customers in either years of its existence. Also, concert-goers complained openly about the long ferry lines to get to the venue from NYC, and the amount of mud on the festival fields.
In my opinion I think festivals should focus on long term draw-oriented business plans rather than dumping money into an uncertain project. Bonnaroo for example started out as a jam-band-oriented music festival, mainly because the promoters knew they were likely to sell a lot of tickets if they catered to a specific market segment. Over time however, as the lineup expanded to include such acts as Radiohead, The Police, Tool, and Neil Young, but only after 4 years of Widespread Panic and/or Dave Matthews Band. Basically their business strategy was to establish themselves as a kick-ass festival and then let the word of mouth spread. Now, Roo is a festival destination for many Americans regardless of the lineup- people want to have the Bonnaroo experience. This strategy cannot be applied to non-established festivals like All Points West. No one went to the first two years of All Points West to experience the festival- they went because of the lineup. Which leads me to what I think was APW's second problem: lineup relative to the price. In 2009 a three day pass to APW cost "$239.00 + applicable service fees" and a one day pass cost "$89.00 + applicable service fees." Considering that the average Jay-Z, Vampire Weekend, Tool, or Coldplay fan is a 15-25 year old, its not surprising that many would-be concert goers would be deterred by the price. Also, I doubt that Jay-Z, Vampire Weekend, Tool, and Coldplay share a very large audience pool. And for a $100 day pass, one was likely to feel ripped off for paying to see 3 bands they like. Simply put- All Points West tried to go big without paying its proper dues, and without assembling a synergistic lineup. After two years of blasting music right across the Hudson from the country's most populated city, the promoters are calling it quit. Hopefully other giant companies launching festivals will learn from APW's mistakes, and focus more on starting small- and building a brand that consumers find authentic.
