Peter Shapiro is expanding LOCKN' from three days to nine days in a new concept called LOCKN' Farm.
who perform as Tedeschi Trucks Band — sold thousands of tickets per concert prior to the pandemic and moved a ton of pay-per-view streaming tickets after COVID-19 hit, often on Shapiro's Fans.Live platform.
In terms of expansion, Shapiro said the best analogy is to take a three-day festival, and the expand each day of the festival into its own festival, branded around the headlining band who will perform multiple times over the weekend. That includes boosting the profile of festival site, which is spread across two farms — the Infinity Downs Farm and Oak Ridge Farm — at the foot of the Blue Ridge Mountains, about 40 miles southwest of Charlottesville. Shapiro says the beauty of the site is unparalleled and hopefully becomes a year-rond festival site. Fans wont be able to camp at the site during the week, but he said he's hopeful some fans will accept the challenge of attending nine days of live music over a 16-day stretch.
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