Coachella music festival organizers have reportedly held discussions to contemplate delaying the annual three-day event yet again. According to sources familiar with the matter, the discussions mainly focused on possibly shifting the event date from the already planned April date to October, in fall.
Goldenvoice, the LA-based concert promoter, has already moved the event date for Coachella 2020 twice, moving it to October 2020 from April 2020 first and then again from October 2020 to April 2021. The organizers have also attempted to make sure to keep the artist lineup intact, specifically because it implies that the event has been ‘postponed’ and not entirely ‘canceled’.
This essentially saves the company from having to refund all the sold tickets. However, with all these delays, it is not yet clear how long the organizers can keep on postponing the event before having to refund customers.
For Goldenvoice, Coachella is one of its most prominent moneymakers. The event has also gained somewhat of a cultural significance as it marks that unofficial start of the year’s season of summer festivals. Postponing it for a third time defers several millions dollars’ worth of revenue for a firm whose owner has been on a firing spree already.
For the record, Goldenvoice is not the only enterprise that is trying to determine when their live music event would be back, and how different it would look like. Numerous agents, live music professionals, as well as promoters are looking for a solution that would allow them to conduct a large public event. However, given the immense surge of the pandemic in the country, none of them have any idea how such an event can be hosted.
In fact, Live Nation, one of the world’s biggest concert promoters, had introduced a summer timeline, assuming an efficient vaccine distribution effort. However, that was prior to the latest surge in global COVID-19 cases, and the logistical difficulties created by the large-scale vaccine distribution efforts. The firm would now be updating fans as well as the investors on its outlook after its next earnings report comes in.