Lightning in a Bottle: Year-round Events, Expanding the Temple of Consciousness, and Even More Yoga! [BTW--Get Presale Today!]
Flemming: Mainly technical ones. To put on a festival this size, there are massive production efforts that go into the process. Last year LIB attendance doubled from the year before, so our constant challenge is to deliver the same quality of experience without anyone noticing the gears turning all around them. That's the artform of what we do, to have everything go so smooth and so perfect, the people can be totally immersed in their zone without noticing, and every year we get better and better at that.
If you look at the American festival circuit, regardless of the recession, we have seen incredible growth, with Coachella now at two weekends (and already sold out) and Lollapalooza going international. Are there any plans to expand LIB nationally or even internationally?
Flemming: That's the challenge, and we talk about this all the time. We would love to expand, but how do we do it so that the event doesn't become too large and people who don't understand the culture begin to potentially offset the balance of the vibe and energy of what people are feeling here. That's a big part of what people have come to expect about LIB, everybody has this sense of love and community and if it got too big that could potentially get destroyed. But so far every year we have grown and we have been able to maintain, so we will see.
You have kind of a ballsy strategy for presale that you call the "Rush & Get Em" which is actually happening today. You don't announce the lineup, don't do any marketing and allow people 24 hours to get a first crack at tickets. Talk about that.
Shannon: We have been doing this for over 10 years and a trust has been developed for our brand and it's important that the people that know be there first. This is a gift to our core audience. Line ups are important, but even more important to our people is that the vibe and energy stays the same. That people can come to LIB and expect that communal experience that makes this festival special. We do get some flack from people who think this is some arrogant thing we are doing, but for us its more about connecting to our community and rewarding them for the trust they place in us.
You can go to LIB's website NOW and get access to the Rush & Get Em tix.
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- An exclusive interview with Theivery Corporation at LIghtning in a Bottle 2011
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