The inside story on River's Edge
Sorry, Taste of Minnesota, but this summer's inaugural River's Edge Music Festival will be the most ambitious music festival on St. Paul's Harriet Island since Riverfest's six-year run ended in 1990.
Not only will Live Nation spend nearly $2 million on production for the four-stage event June 23-24 but almost as much on talent. Dave Matthews Band and Tool command big paychecks, especially when the latter is bringing its full-on production with a giant video wall for what Live Nation says is its only U.S. concert this year.
Live Nation has signed a minimum five-year deal with the city of St. Paul to produce River's Edge. Next year will feature a three-day rock event (with an electronica component) and a country festival on the following weekend.
Because it took considerable time to get River's Edge greenlighted from St. Paul, promoters got a late start (in December) booking bands, said Live Nation booker Tommy Ginoza. He inquired about a wide range of names, including Prince and Jay-Z.
Ginoza said his mantra was booking "great live performers" regardless of genre. Hence, he ended up with club favorites like Mutemath, Kinky and Scissor Sisters that he knows can deliver live.
Other performers on the bill include the Flaming Lips, Puscifer, Coheed and Cambria, Diplo, Brand New, Delta Spirit, Mexican Institute of Sound, Gardens & Villa, Kids These Days, K-flay, An Horse, Yuna and Civil Twilight, and Minnesota bands Poliça, Motion City Soundtrack, Quietdrive and the Rope.
In keeping with Live Nation's approach of so-called dynamic ticket pricing (changing prices based on supply and demand), two-day tickets will cost $99 for the first week and then $110 the next week, with two more price increases to come. If tickets are still available, single-day tickets will go on sale for about $75 this spring.
The real ticket price should have been $120, said Mark Campana, Live Nation co-president for North America concerts. But his approach for this new event is to offer a reduced early-buy price as incentive. Whatever the price, Campana said: "We'll lose a considerable amount of money in the first year." He thinks 40,000 is the capacity for Harriet Island but "we'll call an audible" as the festival proceeds.