COLUMBUS, Ohio (WKRC) – An Ohio-based dance music festival brand is growing in popularity by continuing to offer young Americans more affordable live experiences.
According to Fortune, the dance music festival Breakaway, founded by promoters Adam Lynn and Zach Ruben in 2016, is seeing a surge in popularity by providing cost-conscious experiences aimed at young Americans.
Per the report, the touring festival operates on a core premise of bringing a “Coachella-style” spectacle to mid-tier markets while keeping ticket prices affordable enough for college students and young professionals who are navigating rising rent costs, inflation and student loan debt.
When speaking to Fortune, Ruben said accessibility is a key pillar of Breakaway’s business model, while Lynn added that the company has established “a price point for every consumer,” including $40 tickets for college students.
The founders further stated that location is critical to their accessibility goal. The company hosts events at venues in close proximity to downtown centers, allowing attendees to take a short ride to the festival. In many markets, a majority of attendees live within 60 miles of the venue, eliminating the need for hotel accommodations.
When the festival first launched in 2016 under Prime Social Group, Lynn said it brought in tens of thousands of dollars in sponsorship revenue. He added that figure has grown “almost 20 times” after adding title partner Celsius, an energy drink brand.
Lynn told the publication that many fans who attended Breakaway in its early years have remained loyal to the brand.
“People that attended when they were in college are now close to 30 or even in their 30s. So what we’ve done a really good job of—and I think part of the success of our business model—is having a price point for every consumer and trying to make it a very inclusive event,” Lynn said when speaking with Fortune. “It’s been fun to kind of see our audience grow up a little bit.”
The first Breakaway Festival was held in Columbus, Ohio, and was headlined by Chance the Rapper. The brand later expanded to Grand Rapids, Charlotte, and Nashville, and now travels to 12 cities in total. This year’s events will feature performances by Marshmello, Tiësto, Fisher, REZZ and Chicago’s John Summit.