The United States was far behind the rest of the world when it came to adopting the destination festival model.
Following the financial debacle that came to define the aftermath of Woodstock and the mayhem that ensued just a few months later at Altamont, it took decades for the idea to catch on in America despite the success throughout Europe of festivals like Reading, Glastonbury, Roskilde and more, which all date back to the early 70s.
Since the mid 2000s, however, the American destination festival scene has flourished. Recent difficulties though moving tickets at festivals with major brand recognition like Lollapalooza and Bonnaroo, have left many wondering if that bubble was about to burst.
But not all festivals are struggling. In the country music world, festivals like the new Dierks Bentley co-created Seven Peaks are thriving. Much of the reason for that success goes beyond the roster of artists performing and speaks to the fact that concertgoers yearn for a unique experience during a season where many American festival lineups look exactly the same.
Just as the majestic surrounding of the Rocky Mountains was key to the successful launch last week of Seven Peaks, Harlinsdale Farm in Franklin, Tennessee is equally important to the sustained success that the Pilgrimage Music and Cultural Festival has experienced just twenty miles south of Nashville.
Pilgrimage, now in its fourth year, takes place September 22 and 23 and is the brainchild of Kevin Griffin, frontman of 90s alternative rockers Better Than Ezra.
Inspiration struck the New Orleans native during a jog through Franklin, which he now calls home, on the day after Thanksgiving in 2013. The idea was to combine elements of what makes the New Orleans Jazz and Heritage Festival a long running annual success with the idyllic setting of Harlinsdale.
“That was part of the idea when I was standing there on that farm on that Friday in 2013,” said Griffin. “In the moment, when I ran home, it was like, ‘Oh my god. It's not being done. In music city. In the hottest area in the world for music. Amazingly, in an otherwise saturated festival market, there was a lane for a smaller, curated festival with the DNA of Jazz Fest.”
From that moment in 2013, what Griffin refers to as “year zero,” it took just about two years to make the festival a reality in September of 2015. Griffin and his partners were aware from the get go that the key to making the festival a success was preparing in advance for the big picture and partnering with the city of Franklin in almost unprecedented festival fashion.
“You lose your ass the first couple of years. You've got to invest and know that it doesn't matter how great your first year bill is or how great every experience is. People have to learn about it – where it is, what it is, is it cool?” said Griffin. “You've got to have the buy in of the city. Because they're the gatekeepers. They're going to give you the keys to the city. Certainly a town like Franklin, Tennessee, which has so much beauty and so much history, they keep their cards close to their chest.”
Modeled after the New Orleans destination fest, Pilgrimage celebrates more than just music. Key to its success has been giving fans an immersive experience centered around great food and drinks alongside a diverse array of live music and culture in a picturesque setting.
“What I loved about Jazz Fest is that it was unique to the area that it showcased. It was about showcasing the best music, artisans, merchants and cuisine of the Louisiana and Gulf Coast region,” Griffin explained. “I want to bring the DNA of Jazz Fest and showcase the food, the music – not just the country but the pop, the rock, the southern gospel, everything – and take that blueprint and put it in middle Tennessee.”
Like Jazz Fest, Pilgrimage is kid friendly and ends early. Sets finish up at 8:30PM, giving concertgoers the opportunity to grab a shower and enjoy the nightlife in both Franklin and nearby Nashville. It’s another example of the way that Pilgrimage thrives in its partnership with its home.
“This is a Laurel Canyon moment, a Seattle moment, for Nashville,” explained Griffin of the area’s growing role as the center of the music and songwriting world. “We're going to put our money where our mouth is. It's about showcasing the city. And we really believe that by being generous and not trying to scoop up all of the profits – by keeping people there, by sharing that influx of people not just from around the region but from around the country and now the world – sharing that with the city and the county and Nashville, that would pay way more dividends down the line than doing it the other way. And that's come to pass.”
This year’s lineup features headlining appearances by Chris Stapleton, Lionel Richie, Jack White and a rare duo appearance by Dave Matthews and Tim Reynolds alongside artists like Hozier, Bleachers, Keb' Mo', Rebirth Brass Band, The Struts and more.
As the frontman of Better Than Ezra, Griffin is uniquely qualified to speak on the festival experience. Playing destination fests throughout the country has equipped him with experiences both good and bad. Those performances have taught him what to avoid and how to create a unique experience for not just fans but artists as well.
“I realized that I needed to bring my experience as an artist to the festival from the get go – ease of entry (ingress, egress), what your dressing room or trailer looks like when you walk in. And that's paid dividends. Because musicians, tour managers, road managers, publishers, they all left year one saying, ‘This was the best experience we've ever had,’” Griffin said. “It was little things. Two pairs of custom Frye boots for every band member in the dressing room. When you're on the road you love those niceties. And it doesn't add a lot to the overall bill. It's just thinking from an artist perspective. And that gets lost so often.”
