Richard Branson on new Virgin Fest: “unlike any other festival”

While Sir Richard Branson was getting his star on the Hollywood Walk Of Fame this week, he announced plans for a new festival called Virgin Fest coming to the US in 2019.

It will be “an innovative music and technology experience that will be unlike any other festival series,” he said.

No dates, cities and artists have been announced.

But patrons can expect “surprise and delight” popups at each festival, cashless pay, seamless upgrades, innovative VIP experiences and non-profit integrations throughout.

Also on the list: premium food and beverage vendors, eco-focused hydration stations, clean flushing toilets, premium lodging and transportation options.

The Virgin Fest team includes co-founders and managing directors Jason Felts (also CEO of Virgin Produced) and Bryan Gordon, founder of the Kaaboo music festival brand.

Their Virgin Produced’s at KAABOO Del Mar in San Diego displayed Branson’s model for festivals.

He said: “I’ve lived my life and grown our brand by embracing the new, focusing on customer experience and always seeking fresh adventures.

“I’ve learned that none of us should ever turn down the opportunity to learn or embark upon a new journey.”

Kaboo, for instance, had music, comedy, cutting edge art, skydivers, five star cuisine and luxuries as flushing toilets.

Branson emphasised: “A customer shouldn’t have to sacrifice great service just because they’re at a festival.

“This isn’t just for your typical festival-goer.”

Felts commented on the upcoming new venture:

“Our brand’s commitment to the music industry coupled with my partners’ shared appreciation for one-of-a-kind experiences makes the launch of Virgin Fest that much more exciting.

“We look forward to bringing guests a positive festival experience so unique, and so inclusive, that it could only have been born at Virgin.”

This is not Virgin’s first foray into festivals.

It was behind V Fests, Virgin Festival and the Virgin Mobile FreeFest in various locations in the early 2000s including the US, Canada and the UK.

In April 2018, Virgin acquired the Hard Rock Casino-Hotel in Las Vegas, which after extensive renovations returns as Virgin Hotels in 2019 complete with a 60,000-square-foot casino.