BottleRock Napa Valley
BottleRock Napa Valley is an annual three-day music, food, and wine festival held at the Napa Valley Expo in Napa, California, serving affluent adults aged 25-54 with tiered ticketed experiences, celebrity chef programming, and 25+ Napa winery partners under Live Nation Entertainment.
- Company typePrivate
- Founded2013
- HeadquartersNapa, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What BottleRock Napa Valley does
BottleRock Napa Valley is a privately held annual three-day music, food, wine, and beer festival founded in 2013 and operated as BottleRock Inc., under the corporate umbrella of Live Nation Entertainment. Held at the Napa Valley Expo in Napa, California, the 2026 festival was scheduled for May 22-24 with 2027 dates already announced (May 28-30). Programming spans five music stages featuring 75+ bands, the Williams Sonoma Culinary Stage with celebrity chefs, 30+ gourmet food vendors, 25+ Napa Valley winery partners, craft beer and cocktail programs, and family programming via the LittleRockers zone. Headquartered in Napa with 11-50 employees, the company sells tiered ticketed experiences - General Admission, VIP, Skydeck, Platinum by Prudential, Marriott Bonvoy American Express VIP Viewing Suite, and The Suites by Workday - supplemented by add-on experiences such as locker rentals, parking, and the BottleRock AfterDark aftershow series.
Revenue is generated through three primary streams: tiered ticket sales (GA through Platinum/Suites, sold via Front Gate Tickets), title and stage sponsorships from 50+ brand partners including Prudential, T-Mobile, Workday, Marriott/AMEX, Cisco, HelloFresh, Allianz, Salesforce, Ulta, Williams Sonoma, and spirits/wine brands, and on-site cashless transactions through RFID wristbands powered by PayPal and Venmo. The festival's technology stack includes Cisco-powered festival-wide Wi-Fi, an official BottleRock mobile app, and cashless payment infrastructure with a $15 BottleRock Credit registration incentive. Premium concert-and-wine positioning is reinforced by sustainability investments - mobile battery power via Sunbelt/Moxion and CES Power, plastic elimination (151,000 bottles saved in 2025), 55,000 reusable wine glasses, and 17,000 lbs of food recovered via Feeding It Forward - which double as ESG-tied sponsorship narratives.
The festival is led by co-founder and CEO Dave Graham, co-founder/COO Justin Dragoo, and partner/CRO Jason Scoggins. Marketing combines broad social presence (TikTok, Instagram, Facebook, X, YouTube, Spotify), email/SMS, press earned media, and sponsor activation channels; ticketing and transit leverage Front Gate Tickets, CharterUp buses (2,900 daily riders from 9 Bay Area cities), free VINE Transit, and Amtrak San Joaquins. The core customer base comprises affluent adults aged 25-54 seeking premium music-and-wine experiences, corporate group buyers for Workday Suites, and Marriott/AMEX card members for the Viewing Suite tier.
BottleRock Napa Valley firmographics
Firmographics- Name
- BottleRock Napa Valley
- Legal name
- BottleRock Inc.
- Website
- https://bottlerocknapavalley.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BottleRock Napa Valley is an annual three-day music, food, and wine festival held at the Napa Valley Expo in Napa, California, serving affluent adults aged 25-54 with tiered ticketed experiences, celebrity chef programming, and 25+ Napa winery partners under Live Nation Entertainment.
- Ownership category
- akta.pro rank
BottleRock Napa Valley industry classification
Industry- Product category
- Live Music Festival
- NAICS
- Drinking Places (Alcoholic Beverages) (72241), Food Services and Drinking Places (722)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Live Music Venues & Concert Bars (THAFAEAD)
- akta.pro secondary industries
- Concession & Stadium / Arena Catering (THAFAIAG), Nightlife Venue Groups & Operators (Multi-Location) (MPAGAIAL)
Keywords
Where BottleRock Napa Valley is headquartered
LocationHeadquarters
- HQ city
- Napa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
BottleRock Napa Valley business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Multi-tiered ticket sales including General Admission, VIP, Skydeck, Platinum, Marriott Bonvoy VIP Viewing Suite, and Workday Suites. Both 3-day and 1-day passes available. Additional revenue from presale renewal access for returning 3-day ticket holders.
- Sponsorship & Brand Partnerships: Sponsorship deals with major brands including Prudential, Marriott Bonvoy/American Express, Cisco, T-Mobile, Workday, HelloFresh, Salesforce, Patron, Tito's, and 50+ other brands across spirits, beer, wine, food, hospitality, and lifestyle categories.
- On-site Food, Beverage & Merchandise Sales: Cashless wristband payments drive on-site revenue from gourmet food vendors, wine, craft beer, cocktails, and merchandise.
- Add-on Experiences: Additional revenue streams include locker rentals (Allianz), parking passes, BottleRock bus transportation, and exclusive 2028 presale access for returning ticket holders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | General Admission 3-day and 1-day passes with festival access, food, wine, beer, cocktails, free Wi-Fi, and in-and-out privileges. |
| One time/ perpetual license | Pay-as-you-go | VIP passes include all GA benefits plus separate fast lane entrances, prime viewing areas, shaded elevated lounges at Main and Second Stage, and VIP Village access. |
| One time/ perpetual license | Pay-as-you-go | Skydeck passes include all VIP benefits plus exclusive elevated viewing lounges with Main Stage views, all-inclusive bars, and refresh stations with cell phone charging. |
| One time/ perpetual license | Pay-as-you-go | Marriott Bonvoy American Express VIP Viewing Suite offers elevated Main Stage views, dedicated VIP entrances, curated bites from Chef Ken Frank, and all-inclusive bars. |
| One time/ perpetual license | Pay-as-you-go | Workday Suites offer private turn-key suites for 40-60 guests with unobstructed Main Stage views, in-suite bars, HD video screens, and catering from Napa Valley restaurants. |
| One time/ perpetual license | Pay-as-you-go | Platinum experience includes all VIP and Skydeck benefits plus backstage parking, front row viewing, celebrity Meet & Greets, Platinum Lounge with Master Sommeliers, and concierge services. |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels13 records
BottleRock Napa Valley product offering
Product offeringCore offering
BottleRock Napa Valley is an annual three-day music and culinary festival held at the Napa Valley Expo in Napa, California. The festival sells tiered ticketed experiences (General Admission, VIP, Skydeck, Platinum by Prudential, Marriott Bonvoy American Express VIP Viewing Suite, and The Suites by Workday) that grant access to 75+ bands across five music stages, celebrity chef performances on the Williams Sonoma Culinary Stage, gourmet food from Napa Valley restaurants, and curated wine tastings. Supporting revenue is generated from brand sponsorships, on-site food and beverage sales via a cashless wristband payment system, and add-on experiences such as bus transportation and locker rentals.
Product overview
BottleRock Napa Valley is an annual three-day music and culinary festival held at the Napa Valley Expo in Napa, California. The offering consists of tiered ticketed experiences (General Admission, VIP, Skydeck, Platinum by Prudential, Marriott Bonvoy American Express VIP Viewing Suite, and The Suites by Workday) that provide varying levels of access to festival venues including five music stages, a Culinary Stage, food and wine experiences, and exclusive lounges. Supporting branded experiences include the BottleRock App (powered by Cisco) for scheduling, BottleRock AfterDark aftershows, Silent Disco by Allianz, The Beauty Bar by Ulta Beauty, Wine Garden by Marriott Bonvoy and American Express, and the Williams Sonoma Culinary Stage. The festival also offers a cashless wristband payment system integrated with PayPal and Venmo.
Differentiator
Problem solved
Functional benefit
Products and services
- General Admission Base festival admission ticket providing access to five music stages with 75+ bands, Celebrity and Chef performances on the Culinary Stage, gourmet food from Napa Valley chefs, fine wines, craft beers, cocktails, free Cisco Wi-Fi, and in-and-out privileges for 3-day pass holders.
- VIP Experience
Quantifiable outcome
- 151,000 single-use plastic water bottles saved from landfill in 2025
- +3 more outcomes
Companies that use BottleRock Napa Valley
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
BottleRock Napa Valley technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
BottleRock Napa Valley partnerships and signals
Strategic signalPartnerships
34 partnerships are on record, tiered core and standard.
- PrudentialcorePrudential is the title sponsor for the Platinum experience tier (Platinum by Prudential) and sponsors the Prudential Stage, the festival's premier music stage showcasing world-class musicians.
- Marriott Bonvoy / American ExpresscoreMarriott Bonvoy American Express is a co-sponsor of the VIP Viewing Suite and the Wine Garden. Card Members with eligible Marriott Bonvoy American Express Cards have access to exclusive lounge areas and special offers.
- CiscocoreCisco provides festival-wide Wi-Fi infrastructure (#BottleRock Cisco Wi-Fi) and powers the official BottleRock mobile application. Technology partner providing connectivity solutions throughout the festival.
- T-MobilecoreT-Mobile is the title sponsor of the T-Mobile Stage, the festival's second main stage featuring co-headliners and standout performances all day long.
- WorkdaycoreWorkday sponsors The Suites by Workday, offering elevated private spaces for groups of 40-60 guests with unobstructed Main Stage views and premium amenities.
- PayPal and VenmocorePayPal and Venmo power the cashless wristband payment system enabling attendees to make purchases throughout the festival. Registering for cashless with PayPal or Venmo offers a $15 BottleRock Credit.
- HelloFreshstandardHelloFresh is the title sponsor of the HelloFresh Stage, located just inside the Burnell Street Entrance with plenty of shade and seating.
- AllianzstandardAllianz sponsors the locker rental program with all-day access to lockers and cell phone charging stations, and the Silent Disco by Allianz on Main Street.
- NorthBay HealthstandardNorthBay Health is the title sponsor of the NorthBay Health Stage (indie bands by day, silent disco by night) and provides water and sunscreen stations throughout the festival.
- United AirlinesstandardUnited sponsors Backstage by United, featuring intimate sets in the GA area throughout the weekend.
- Ulta BeautystandardUlta Beauty sponsors The Beauty Bar, offering festival-goers hair touch-ups, makeup services, and relaxation experiences.
- Williams SonomastandardWilliams Sonoma is the title sponsor of the Williams Sonoma Culinary Stage, featuring star chefs and celebrities for culinary-infused entertainment.
- Cliff Lede VineyardscoreCliff Lede Vineyards has a festival-wide presence with wines poured across VIP Village, Wine Garden, Skydecks, and Platinum Somm Wine Bar. Features guided tastings by Napa Valley Master Sommeliers and Masters of Wine with their flagship Poetry Cabernet Sauvignon and Beckstoffer To Kalon Cabernet Sauvignon.
- Caymus VineyardsstandardCaymus Vineyards is a wine partner at BottleRock, pouring their wines at festival venues.
- CardinalestandardCardinale is a wine partner at BottleRock, featuring their wines at festival venues.
- Far Niente WinerystandardFar Niente Winery is a wine partner at BottleRock, with their wines featured at festival venues.
- The Duckhorn PortfoliostandardThe Duckhorn Portfolio is a wine partner at BottleRock, pouring their wines at festival venues.
- Bella Union WinerystandardBella Union Winery is a wine partner at BottleRock, with their wines featured at festival venues.
- Charles Krug WinerystandardCharles Krug Winery is a wine partner at BottleRock, pouring their wines at festival venues.
- Lagunitas Brewing CompanystandardLagunitas Brewing Company is a beer sponsor at BottleRock festival.
- Patrón TequilastandardPatrón Tequila sponsors the Tequila! Tequila! PATRÓN bar, where attendees can sip cocktails in a shaded oasis near the T-Mobile Stage.
- Tito's Handmade VodkastandardTito's Handmade Vodka is a spirits sponsor at BottleRock festival.
- St-GermainstandardSt-Germain sponsors the St-Germain Botanical Cocktail Bar in the Culinary Garden.
- CHANDONstandardCHANDON is a wine and sparkling wine sponsor at BottleRock, including the CHANDON Spritz bar.
- CharterUpstandardCharterUp provides bus service from 9 Bay Area cities, transporting 2,900 daily riders to the festival, eliminating 1,100 cars from roads.
- VINE TransitstandardVINE Transit provides free rides with extended late-night service throughout the festival weekend, including regional express service to BART. 2,700 daily riders from around Napa Valley.
- Amtrak San JoaquinsstandardAmtrak San Joaquins provides train service to BottleRock with comfortable seating, free Wi-Fi, ADA accessible seating, and power outlets.
- Skyline Wilderness ParkstandardSkyline Wilderness Park, a non-profit park located 2 miles from BottleRock, offers RV and tent camping options for festival attendees.
- Napa Valley VintnerscoreBottleRock partners with Napa Valley Vintners for the Encore Tastings program, offering exclusive wine tasting deals at partner wineries before and after the festival.
- Sunbelt RentalsstandardSunbelt Rentals provides mobile energy storage units in partnership with Moxion Power, contributing to the festival's transition to clean power.
- Moxion PowerstandardMoxion Power provides mobile energy storage units for BottleRock, supporting the festival's sustainability goals through clean power solutions.
- CES PowerstandardCES Power partnered with BottleRock to shift from generator power to full battery power to support the Verizon & Williams Sonoma Culinary Stages.
- Napa Recycling and Waste ManagementstandardNapa Recycling and Waste Management processes all BPI certified compostable and plant fiber beverage and service ware used across the BottleRock festival site.
- Feeding It ForwardstandardFeeding It Forward receives donated perishable and non-perishable food from BottleRock to distribute to the Napa Foodbank, local schools, and other organizations.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
BottleRock Napa Valley competitors and assessment
Company assessmentBroad incumbents
- Live Nation Entertainment: Parent company and the largest live entertainment conglomerate globally. Operates or has stakes in dozens of festivals worldwide; understanding Live Nation provides context on BottleRock\u2019s strategic positioning, distribution, and competitive dynamics.
- AEG Presents: Direct competitor to Live Nation in festival promotion and venue operation. Owns Goldenvoice (Coachella, Stagecoach) and competes for headliner bookings, sponsorships, and audience share across the premium U.S. festival circuit.
Direct peers
- Coachella Valley Music and Arts Festival: The largest U.S. music festival, owned by Goldenvoice/AEG. Closest direct competitor in tiered pricing model, premium hospitality (Safari tent, VIP), and target audience of affluent millennial/Gen-X festival-goers.
- Austin City Limits Music Festival: Two-weekend Texas music festival produced by C3 Presents/Live Nation. Comparable tiered ticketing, premium hospitality, and large sponsor portfolio targeting the same demographic.
- Lollapalooza: Iconic multi-day music festival owned by Live Nation. Operates as a sibling festival under the same parent; comparable scale, tiered ticketing, and brand-sponsorship economics.
- Life is Beautiful Festival: Las Vegas music, culinary, and arts festival. Direct overlap in the music-plus-culinary positioning and comparable scale and target market.
- Kaaboo Del Mar: San Diego music, comedy, food, and wine festival targeting a similar affluent adult demographic with multi-experience tiered passes.
- Stagecoach Festival: Country music festival held the weekend after Coachella at the same Empire Polo Club, also owned by Goldenvoice/AEG. Comparable scale and tier structure in the premium festival space.
- Governors Ball Music Festival: New York City\u2019s largest music festival, founded in 2011. Comparable tiered pricing model and target demographic of affluent urban millennials and Gen-X consumers.
- Outside Lands Music & Arts Festival: Bay Area-based music, food, and wine festival in San Francisco\u2019s Golden Gate Park. Direct competitor on California calendar with similarly strong food-and-beverage programming (Wine Lands, Beer Lands).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BottleRock Napa Valley social profiles
Digital presenceBottleRock Napa Valley financial estimates
Financial estimateRevenue estimate
Valuation estimate
BottleRock Napa Valley leadership team
Management profileNumber of profiles
Profiles3 records
BottleRock Napa Valley funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BottleRock Napa Valley M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BottleRock Napa Valley
What does BottleRock Napa Valley do?
BottleRock Napa Valley is an annual three-day music and culinary festival held at the Napa Valley Expo in Napa, California. The festival sells tiered ticketed experiences (General Admission, VIP, Skydeck, Platinum by Prudential, Marriott Bonvoy American Express VIP Viewing Suite, and The Suites by Workday) that grant access to 75+ bands across five music stages, celebrity chef performances on the Williams Sonoma Culinary Stage, gourmet food from Napa Valley restaurants, and curated wine tastings. Supporting revenue is generated from brand sponsorships, on-site food and beverage sales via a cashless wristband payment system, and add-on experiences such as bus transportation and locker rentals.
Is BottleRock Napa Valley a public or private company?
BottleRock Napa Valley is a private company. It is classified as corporate owned and is currently operating.
When was BottleRock Napa Valley founded?
BottleRock Napa Valley was founded in 2013. It employs 11 to 50 people.
Where is BottleRock Napa Valley based?
BottleRock Napa Valley is headquartered in Napa, United States, in the North America region.
How does BottleRock Napa Valley make money?
Four revenue lines are on record. Ticket Sales are the primary driver. The others are sponsorship & Brand Partnerships, on-site Food, Beverage & Merchandise Sales and add-on Experiences.
Who are BottleRock Napa Valley's main competitors?
Broad incumbents on record are Live Nation Entertainment and AEG Presents. Direct peers are Coachella Valley Music and Arts Festival, Austin City Limits Music Festival, Lollapalooza, Life is Beautiful Festival, Kaaboo Del Mar, Stagecoach Festival, Governors Ball Music Festival and Outside Lands Music & Arts Festival.
Does BottleRock Napa Valley have an API?
No public API is recorded for BottleRock Napa Valley.
What industry is BottleRock Napa Valley in?
BottleRock Napa Valley's product category is Live Music Festival. Its primary akta.pro industry code is THAFAEAD, Live Music Venues & Concert Bars, with a secondary code of THAFAIAG, Concession & Stadium / Arena Catering. Its NAICS code is 72241 and its SIC code is 5810.