5 Questions With KAABOO Chief Brand Officer

DEL MAR, CA – KAABOO is back for its third music, comedy, art, food and drink festival at the Del Mar racetrack and fairgrounds. This year's headliners are Red Hot Chili Peppers, P!nk, Muse and Tom Petty and the Heartbreakers.

Described as a "mixperience" and an adult festival for music lovers, Patch spoke with Jason Felts, the event's chief brand and marketing officer. He is also the CEO of KAABOO-partner Virgin Produced.

<< Also see: Countdown To KAABOO: Festival Returns To Del Mar This Weekend >>

1. Patch: KAABOO is now in its third year. Looking back, how has it changed since its inaugural year?

Jason Felts: I believe our most significant change to date is that KAABOO has grown substantially and for the better. We have expanded our footprint to accommodate more KAABOO guests who are coming for one or all of our "5 senses" – music, comedy, art, culinary or a variety of indulgences. That said our core mission is the same – to produce a more elevated live entertainment experience for our guests. Guests will continue to see new updates to keep the experience fresh and exciting.

2. Patch: What makes KAABOO different from other festivals?

Felts: Two of the elements that we really feel stand out are:

The artwork program. It is much larger and more diverse than any art program at any other festival, with large-scale murals and live painting by internationally known artists, combined with the indoor contemporary art fair featuring over 80 artists and galleries. There is really an art of discovery to this key component of KAABOO, as the art is integrated throughout.

The amenities are also more upscale, with offering all flushing toilets, plenty of shade, seating around the venue, and air conditioned areas. Irrespective of a specific age, KAABOO appeals to the adult demographic that have come to appreciate these qualities. For example, at BASK (presented by MGM Grand’s Wet Republic) a guest can upgrade with a weekend pass. This upgrade allows guests the chance to splash around the BASK Pool while still catching all the action on the Grandview Stage by Synchrony Financial. I really can't think of better way to end the summer.

3. Patch: Other than the lineup, what's new this year? What should people be excited about?

Felts: Each year, we look to see what we can enhance for the following year. To accommodate more guests and walkways [and] support traffic flow throughout the venue, we have moved a few stages. We are now using the east parking lot to transform into the Grandview Stage area. We have also relocated the Trestles Stage to a more ideal space for the programming on that stage. Additionally, we have also expanded the late-night Silent Disco (by Senneheiser) to be one of the largest silent discos in the country. Guests can check out headphones and dance the night away to a live DJ, all while its silent to the outside world.

We have introduced a new experience – CLUB ELEVATE! Presented in partnership with MGM Grand’s Jewel Nightclub, CLUB ELEVATE is an after-hours night club with live DJs, where guests can keep the party going. All guests can enjoy CLUB ELEVATE, but guests can upgrade to preferred lounge seating and bottle service if they wish. You can make reservations for CLUB ELEVATE tables on our website at kaaboodelmar.com.

We have also worked very hard to create a more cohesive transportation plan for our guests, including our new Uber Rideshare Zone, which will offer guests the opportunity to get food and beverages, enjoy entertainment and use restrooms while they wait for their vehicle to provide a dedicated stall for pickup. Our goal is for our guests to be thoroughly entertained the moment you arrive until the moment you depart. This enhanced program will increase efficiency for all guests. We also created a new partnership with FanZone, who will be offering coach bus service from various locations around the city. You can get more information about both on our website at kaaboodelmar.com.

4. Patch: How many people attended the first year? How many do you expect this year?

Felts: While we don’t release our numbers, we have experienced steady growth each year. We continue to see a strong return of past guests (and now KAABOO brand fans) and also welcome new KAABOO guests into the experience. We have continued to expand the footprint to accommodate the expected number of guests each year.

5. Patch: Why is Del Mar / San Diego a perfect spot for this event?

Felts: Del Mar / San Diego is a great location for KAABOO. The live music experience appeals to the local community and also attracts guests to this beautiful city. September in San Diego is always beautiful weather and a comfortable temperature to enjoy an outdoor event. The Del Mar Fairgrounds is a great venue as it offers the necessary amenities to build the KAABOO experience to achieve our key values and upscale amenities.

Image via KAABOO Del Mar