When organizers got the green light to bump up the size of attendance at the Squamish Valley Music Festival from18,000 to 35,000, they knew they were going to need a big lineup of top acts and fan favourites to bring in those kind of numbers.
聽鈥淲e鈥檝e been working on the expansion of the festival for a couple of years now,鈥� said Paul Runnals, executive director of the festival. 鈥淎nd last year when we were officially given permission to move up to 35,000, we immediately started talking to agents and managers. First we sat down and talked about a wish list, and then looked at who was touring and who was planning to tour. We needed people who will sell 25, 000 to 35,000 tickets.鈥�
He said the fest鈥檚 partnership with Live Nation helped to secure acts like this year鈥檚 headliner, Eminem (Sunday, Aug. 10 at 9:30 p.m.).
鈥淚t鈥檚 been a collaboration,鈥� said Runnals. 鈥淓rik Hoffman, their senior VP of talent lives and breathes talent. His relationships and access to talent has been key to developing the festival.鈥�
Another key element was making sure the right industry people got up close and personal with the festival.
鈥淎t last year鈥檚 festival we invited a couple of influential agents and managers,鈥� said Runnals. 鈥淲e wanted to show them the site and festival. There are lots of festivals around the world looking for similar talent, so we needed to start negotiations early. We needed to convince agents that this is where they want to bring their artists. Since we started the festival four years ago, we鈥檝e had to build a reputation with the industry and with fans.鈥�
Now sporting that solid reputation and known as the largest annual contemporary music festival in the Pacific Northwest, this year鈥檚 event is packed with heavy hitters.
鈥淭here鈥檚 no denying the sheer power of our headliners,鈥� said Runnals. 鈥淓ach is
at the top of their game, and they are
all different.鈥�
He said having Eminem at the festival
is 鈥渕assive.鈥�
鈥淚t鈥檚 huge, a game-changer,鈥� he said. 鈥淗e hasn鈥檛 played western Canada in about 14 years. He would sell out and play a place like 小蓝视频 Place if he wasn鈥檛 playing for us.
聽鈥淚t鈥檚 a coup to have him, and it will be amazing to see him in a setting like this.鈥�
Runnals said he鈥檚 also looking forward to seeing other acts like Arcade Fire (Saturday, Aug. 9 at 9:30 p.m.), Arctic Monkeys (Sunday, Aug. 10 at 8 p.m.), Thievery Corporation ( Sunday, Aug. 10 at 8:30 p.m.), and especially Bruno Mars (Friday, Aug. 8 at 9:30 p.m.).
鈥淚鈥檓 really looking forward to Bruno Mars,鈥� he said. 鈥淗e has one of the most dynamic shows. He will blow people鈥檚 socks off.鈥�
But while festival goers will be enjoying the amazing lineup, Runnals is already working on next year鈥檚 roster of top performers.
鈥淲e鈥檝e got more folks we will be showing around this year,鈥� he said. 鈥淲e already have plans for acts we want next year. It鈥檚 what building the festival culture is
all about.鈥�
For more on the festival and a full schedule, visit squamishfestival.com.
