New Festival

Twentynine Palms, CA |  Client: City of Twentynine Palms

New Festival

Twentynine Palms, CA

Client: City of Twentynine Palms

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Services Provided

Analytics ICONS

Market & Financial Feasibility Studies

Case Study

Situation

The City of Twentynine Palms is located adjacent to Joshua Tree National Park, which attracts millions of visitors annually, and the world’s largest Marine base. It is also approximately 50 miles from Palm Springs and 150 miles from Los Angeles. The city was interested in taking advantage of its assets and hosting a new festival, which potentially included an event that had proposed to relocate to Twentynine Palms. As a result, David and The Rooney Sports and Entertainment Group were hired to evaluate the feasibility of the proposed event and other potential festival opportunities.

Results

Our study included the following:

  • Analysis of the local and regional market and its characteristics
  • Analysis of the festival industry (including types and location of events, their seasonality, attendance, pricing, attendee characteristics, and others)
  • Inventory and analysis of existing local and regional events, such as seasonality, location, attendance, type, attendance, and others)
  • Analysis of potential local sites that could host a large-scale event
  • Analysis of potential opportunities to host-specific event types identified by our team
  • Stakeholder interviews (including event promoters, facility operators, local officials, and others)
  • Detailed case-study analyses of existing events in similar markets
  • Event recommendations and an implementation/business plan for the city

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