The 2012 Twilight Concert Series was announced this morning with a few surprises, including a new admission charge. ---
"Twilight is a cultural phenomenon that has changed the face of downtown Salt Lake City," Downtown Alliance executive director Jason Mathis said to kick off the press announcement, adding that he was excited for it to land again at Pioneer Park (350 W. 300 South).
Casey Jarman, Twilight Concert Series director, then announced the new changes. But first, he told the story of how the series, now in its 25th year, has evolved from an extension from the Brown Bag Concert Series. History seemed to repeat itself as the series grew in popularity: Each move -- from the Salt Lake Art Center amphitheater to Gallivan Center to Pioneer Park -- was "because of construction and because audiences complained that the series was too poplular and had outgrown the [insert venue name here]," Jarman said repeatedly.
The average Twilight concert over the past two years saw 33,000 visitors at Pioneer Park; the largest show had over 52,000 people through the gates -- Lupe Fiasco: "irony in a name if there ever was one."
This raised the question of where they want to go from here. "Thursdays have become the new Friday," Jarman continued. Along with growth in attendance, costs have increased.
"In order for the series to sustain its success, the series will now be charging a nominal fee of $5 per concert," Jarman said. "It has become too costly and too crowded to become a comfortable event." He said the board did a man-on-the-street questionnaire and the response was unanimous that people would want to pay for it.
There are four ways to purchase tickets: Online pre-sale season tickets ($35) and individual tickets -- purchased at 24Tix.com; hard tickets at Graywhale Entertainment; and $5 cash at the gate. All tickets will go on sale June 1 at 10 a.m.
It might take a few years for everyone to get adjusted," Jarman said, "but this was necessary."
There is a mix of new artists and repeats to celebrate the 25th anniversary. Gates open at 5 p.m.; shows start at 7 p.m. Here's the lineup:
Beach House, The Walkmen
Raphael Saadiq, JJ Grey & Mofro
My Morning Jacket, support TBA
Passion Pit, Austra
Iron & Wine, Kathleen Edwards
M. Ward, Devotchka
Common, support TBA
The TBA shows will be announced soon; check CityWeekly.net for more information.
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