Insights | August 30, 2023

Music In The Mountains: A Win-Win-Win Situation

Ah the mountains—fresh air, majestic landscapes, and plenty of activities to help you fall in love with the lifestyle. Each mountain resort has an aura that draws us in and allows us to ascend above the ordinary routines of daily life. People flock to the peaks for obvious activities like hiking and skiing. But don’t forget about music. That’s right—live music is a big hit among mountain towns. While concerts and festivals aren’t as synonymous with the mountain scene as skiing and hiking, they should be. Bringing music to the mountains is a win-win-win situation. It benefits the fans, the bands, and most importantly, the towns. 

With the post-pandemic resurgence of live shows and music festivals, it’s obvious that fans are willing to travel great distances in search of a unique concert experience. One study reports the average American is willing to travel over 600 miles to see their favorite artists live. People also travel from all over to enjoy various high-altitude activities, so it only makes sense to merge these two worlds together to experience something magical like music in the mountains. Nowhere is this more evident than at Red Rocks Amphitheatre in Morrison, CO. So many people make their sonic journey here that it was listed as the most attended venue, of any size, for 2021. That’s a big reason why G7 activates at Red Rocks for White Claw. It’s a coveted venue to connect with fans who travel from afar, and it aligns with one of White Claw’s core passion pillars: music. 

Photo credit Amy Jimmerson

Bands also enjoy making the trek to mountain towns. And why wouldn’t they? These towns are remote, and therefore often overlooked on tour schedules, so when artists do come to town, they’re supported by enthusiastic locals and tourists primed to have a good time. Plus, it’s a great way to build a fan base while being surrounded by picturesque panoramic views. When a tour does include a town like Telluride or Park City, it also provides musicians a chance to extend their stay a bit, so they can take in a day or two on the slopes. When singer-songwriter Brett Dennen created his Lift Series that hit ski towns across the Mountain West, he emphasized the tour’s main goal was for him to ski and perform in mountain towns that often miss out on bigger acts and larger tours.

Since most mountain towns are small, hosting events like concerts and festivals is a great way to bring in tourism dollars and garner new visitors. Oftentimes, travel and tourism bureaus support these events to do just that. Dangling this carrot as a means for visiting often leads to generating new customers for mountain resorts. Plus, they’re also a big revenue generator for local businesses like boutique stores, hotels, and restaurants. Think of all the bartenders, servers, and salespeople who benefit from an influx of visitors who are ready to experience all the local sights and sounds.

Photo credit Stephen Shelesky

Jackson Hole Mountain Resort used to see a seasonal slowdown in their local economy near the end of ski season. To combat this after a hiatus due to the pandemic, they asked G7 to help relaunch their Rendezvous Music Festival in hopes that it would bring in more visitors and prolong their stay times. As a result, we worked with the resort to create lodging packages that made planning travel easy while building anticipation for the event that included performances by Ryan Bingham and The Texas Gentlemen, The Revivalists, Elle King, and many more. The first-ever Rendezvous Passport was created, which allowed local businesses to capitalize on the event by making special offers available for festival VIPs. Rick Howe, the President and CEO of the Jackson Hole Chamber of Commerce said, “Rendezvous Festival has succeeded in so many of its intended goals. On an economic note, businesses indicated that this was one of the best years for customers shopping during the festival.” 

Music festivals and concerts also ignite opportunities to generate press and create brand partnerships that benefit resorts, brands, and fans. Festivals like Rendezvous are a great way to establish relationships with brands that otherwise wouldn’t happen. While mountain resorts are known for having strong brand partnerships in the active lifestyle space, hosting festivals and concerts opens doors for partners who may not be able to invest in a larger resort partnership—but are looking to develop a relationship with the resort and its guests. On top of this, it’s a way to get people talking about the town. By promoting the lineup and activities, it creates a buzz for the resorts while putting them on the map with new audiences.

There’s something magical about being among the mountains. These soaring landscapes have inspired music, poetry, and various works of art. So, it’s no surprise that mountain resorts are ideal locations for heightened musical experiences for both fans and musicians. They provide a picturesque frame for hosting festivals and concerts and help increase a basket ring for resorts as guests often extend their stay to take advantage of mountain activities. It’s as clear as a view from the summit—mountain festivals and concerts benefit the towns while providing a memorable listening experience for fans and a unique setting for musicians to play. So, next time you consider a mountain trip for skiing or hiking, don’t forget the live music.