Bonnaroo

What Bonnaroo does

Bonnaroo is the operator of the Bonnaroo Music & Arts Festival, an annual four-day destination music and camping festival held each June on a permanent 700-acre farm in Manchester, Tennessee. Founded in 2002 by Ashley Capps and acquired by Live Nation Entertainment in 2015 through its C3 Presents division, the festival is currently operated as a subsidiary of Live Nation Entertainment (NYSE: LYV). Bonnaroo delivers 150+ performances across 10+ stages over four days, supported by 150+ on-site food, beverage, craft, and merchandise vendors and a cashless RFID wristband payment system integrated with PayPal and Venmo for tap-to-pay transactions across the grounds.

The core product is a tiered ticketing and camping offer. Ticket tiers span 1-day and 4-day configurations across GA (from $435 for 4-day), GA+ (from $695), VIP (from $999), Platinum (from $3,995), and the ultra-premium Roo Insider 2-person package (from $27,500). Camping and accommodation options form a distinct revenue layer with primitive car camping, powered camping, RV sites with 20/30/50 amp hookups, Groop Camping for groups of 24+, Moon Colony, Mars Colony pre-pitched tents, and Area 931 glamping with air-conditioned tent accommodation. Themed community products — FamilyROO, SoloRoo, Soberoo, The Beyond, and Camp Busyhead — extend the offering beyond music into identity-based and wellness-driven sub-experiences.

Revenue is generated across four streams: ticket sales, camping and parking passes, on-site F&B and merchandise transactions (processed through the cashless wristband system), and brand sponsorships. Bonnaroo's named partners include Coca-Cola, Jack Daniel's, Tito's, Espolon, Sierra Nevada, White Claw, Cayman Jack, Athletic Brewing, PayPal, Venmo, Verizon, Five Below, Ross, Hulu, Xyzal, Beatbox, Surfside, and Montucky. Distribution is direct-to-consumer through bonnaroo.com and the Front Gate Tickets platform, with student (FEVO) and military/first responder (GOVX) discount channels. The festival's GTM is event-driven, anchored by lineup announcements, tier-based price escalation, and community-driven demand from a multi-decade attendee base.

Name

Bonnaroo

Legal name

Live Nation Entertainment, Inc.

Website

https://bonnaroo.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Bonnaroo operates an annual four-day music and arts festival on a 700-acre farm in Manchester, Tennessee, serving consumers through tiered ticketing (GA through Platinum and Roo Insider), tiered camping accommodations, on-site F&B and merchandise via a cashless wristband system, and diversified brand sponsorships under Live Nation Entertainment ownership.

Ownership category

akta.pro rank

Product category

Live Music Festival / Outdoor Entertainment Events

NAICS

Amusement and Theme Parks (71311), Convention and Trade Show Organizers (56192), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

akta.pro secondary industries

Festival & Event Producers/Organizers (MPAIAFAC), Traditional Campgrounds (Tent & Mixed-Use) (THAMAJAB), Festival, Fair & Event Mobile Concessions (THAFAHAI)

Keywords

• Music festival events
• Live music entertainment
• Camping festival experiences
• Outdoor concert venue
• Festival hospitality services

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue stream from multi-day and single-day festival admission tickets sold at various price tiers (General Admission, GA+, VIP, Platinum) and group packages. Tickets grant access to Centeroo (main festival area) and campgrounds.
2. Camping & Parking Passes: Separate charges for vehicle camping, RV accommodations, pre-pitched tents, and day parking. Multiple tiers from primitive car camping to luxury glamping and VIP camp areas. Includes specialty themed camping experiences (Camp Busyhead, The Beyond, FamilyROO, SoloRoo, Soberoo).
3. On-site Food, Beverage & Merchandise: Revenue from food vendors, bars, craft vendors, and official merchandise. Facilitates transactions through cashless wristband system. Includes partnership activations from beverage sponsors (Athletic Brewing, Jack Daniel's, Tito's, Sierra Nevada, etc.)
4. Sponsor Partnerships: Brand partnerships with sponsors across beverage (Coca-Cola, White Claw, Cayman Jack), alcohol (Jack Daniel's, Tito's, Espolon, Sierra Nevada), retail (Five Below, Ross), technology (Verizon, PayPal, Venmo), and lifestyle (Xyzal) categories. Sponsors receive activation spaces and branding throughout the festival.
5. Premium Experiences & Add-ons: High-value packages including the Roo Insider experience ($27,500 for 2-person exclusive access), BonnaROOTS community dinners ($45), and sustainability donations. Also includes locker rentals and mobile charging units.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels11 records

Core offering

Bonnaroo operates an annual four-day music and arts festival on a 700-acre farm in Manchester, Tennessee, featuring 150+ performances across 10+ stages. The festival is monetized through tiered ticketing (General Admission, GA+, VIP, Platinum, and Roo Insider), a wide range of camping and accommodation options from primitive car camping to luxury glamping in Area 931, on-site food, beverage, craft, and merchandise transactions enabled by an RFID cashless wristband system, and a diversified portfolio of sponsor activations.

Product overview

Bonnaroo Music & Arts Festival is a large-scale music festival held annually in Manchester, TN, offering a tiered ticketing system with multiple experience levels. The core offering includes General Admission (GA) 4-day tickets providing access to 150+ performances across 10+ stages, enhanced by premium add-on tiers (GA+, VIP, Platinum, Roo Insider) that unlock increasingly premium amenities, viewing areas, lounges, and services. Beyond ticketed entry, Bonnaroo offers extensive camping and accommodation options ranging from basic car camping to luxury glamping experiences in Area 931 and Mars Colony pre-pitched tents. The festival features an integrated cashless wristband payment system that connects with PayPal and Venmo for contactless transactions. Additional offerings include diverse food and beverage vendors, craft market vendors, and immersive experience areas like Planet Roo, Camp Beatbox, Soberoo, and traditional attractions like the Ferris Wheel. The festival operates on a 700-acre farm with over 150+ food vendors, multiple stages, and comprehensive on-site amenities.

Differentiator

Problem solved

Functional benefit

Products and services

• 4-Day General Admission Tickets Four-day base festival ticket providing access to 150+ performances across 10+ stages, campgrounds, food vendors, bars, and amenities for the full festival duration.
• GA+ Tickets Enhanced general admission ticket including access to the GA+ Lounge with shade and seating, air-conditioned restrooms, private bar, complimentary water refill, dedicated food vendors, and dedicated entry lane.
• VIP Tickets Premium ticket tier including on-field viewing at WHICH Stage, The Mound at WHAT Stage, air-conditioned VIP Lounge, complimentary WiFi, private bar, dedicated food vendors, lockers, mobile charging units, dedicated entry lane, and exclusive VIP-only events.
• Platinum Tickets Top-tier ticket including close-in viewing areas at multiple stages with complimentary beer, seltzer, and water service, air-conditioned Platinum Lounge with full-service bar, complimentary dining, golf cart transportation between stages, complimentary WiFi, lockers, mobile charging, massage, and salon services.
• Roo Insider Package Ultra-premium 2-person experience including exclusive front-of-stage viewing, access to artist lounge, backstage areas, professional photo opportunity on WHAT Stage, accommodation in Area 931 air-conditioned Wood Frame Safari Tent, dedicated concierge, and private golf cart transportation.
• Primitive Car Camping Pass Basic car camping pass for festival attendees, allowing vehicle entry and campsite setup next to the car in the campgrounds on a 20x20 ft site.
• RV Camping Pass RV slip accommodation with 30 Amp and 50 Amp power hookups, water and waste service, and access to campground amenities.
• Powered Car Camping Car camping pass with 20 amp power hookup at campsite for charging small electronic devices and running camp equipment.
• Moon Colony Camping Enhanced camping experience in the Moon Colony area with guaranteed proximity to Centeroo, complimentary shower vouchers, and dedicated tollbooth for faster entry.
• Mars Colony Pre-Pitched Tents Pre-set tent accommodation including souvenir tent for 2 people, sleeping bags, inflatable air mattresses, pillows, and battery-powered light; tent is taken home after the festival.
• Area 931 Glamping Premium glamping experience in exclusive Area 931 camp with air-conditioned tent accommodations, premium restroom and shower facilities, and private Centeroo entrance access.
• Groop Camping Group camping option allowing 24+ people to camp together with coordinated campsite assignment regardless of arrival time, including parking passes based on group size.
• FamilyROO Camping Family-friendly camping area with specially curated environment and programming for families attending the festival together with children.
• Basecamp Accessible Camping Accessible camping accommodation for guests with disabilities, requiring DMV-issued disabled persons parking placard or license plate.
• Cashless Wristband Payment System RFID wristband payment system allowing attendees to tap and pay for food, drinks, and merchandise throughout the festival by linking PayPal, Venmo, or credit/debit card accounts with PIN protection.
• Official Festival Merchandise Commemorative festival merchandise including shirts, hats, posters, and other memorabilia sold through the official online merchandise storefront.
• BonnaROOTS Community Dinner Locally-sourced community dinners at $45 per person supporting Oxfam America and Eat for Equity, offered as a paid add-on during the festival.

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

21 partnerships are on record, tiered core, major and minor.

• C3 PresentscoreStrategic or Co-development PartnerCo-founder and co-producer of Bonnaroo. C3 Presents is a leading independent music festival promoter and producer of major events including Lollapalooza. Manages festival production, booking, and operations.
• Live Nation EntertainmentcoreStrategic or Co-development PartnerParent company of Bonnaroo. Live Nation Entertainment is the world's leading live entertainment company, operating ticketing platforms, venues, and festivals globally. Provides distribution, ticketing infrastructure, and operational support.
• PayPalmajorGTM or Marketing PartnerCashless payment partner enabling wristband-linked payments for on-site purchases. Qualifying registrants receive $15 Bonnaroo credit. PayPal branding integrated into cashless system marketing materials.
• VenmomajorGTM or Marketing PartnerCashless payment partner (owned by PayPal) enabling wristband-linked payments for on-site purchases. Qualifying registrants receive $15 Bonnaroo credit. Integrated into festival cashless experience.
• Athletic BrewingminorGTM or Marketing PartnerNon-alcoholic beverage sponsor with Trailhead & Bar activation in Centeroo. Offers free samples, prize wheel, and postcard station. Brand positioned for both all-out and laid-back festival vibes.
• Coca-ColamajorGTM or Marketing PartnerBeverage sponsor with Coca-Cola Refresh Lounge in Centeroo. Provides ice-cold refreshment and shade area for attendees. Long-standing major beverage partner.
• Jack Daniel'smajorGTM or Marketing PartnerWhiskey sponsor with activation at The Farm. Cocktail service, Bonnaroo flag customization station, and live DJ sets at the Other Stage. Promotional activities driving brand engagement.
• Tito's Handmade VodkamajorGTM or Marketing PartnerVodka sponsor with 'That Tito's Thing' activation featuring copper disco ball, shade area, bag charm station, and relaxed atmosphere. Major spirit brand presence.
• Sierra NevadamajorGTM or Marketing PartnerCraft beer sponsor with Hazy Little Hideaway in Centeroo. Serves Hazy Little Thing IPA, vending machine for exclusive merchandise, free WiFi, and hangout space. Brand activation in high-traffic area.
• White ClawmajorGTM or Marketing PartnerHard seltzer sponsor with White Claw Shore Club at the festival. Serves White Claw Hard Seltzer at the bar throughout the weekend. 'Grab Life by the Claw' messaging.
• VerizonmajorGTM or Marketing PartnerTelecommunications partner offering $20 merch or Ferris wheel credit for Verizon customers downloading Festiverse app. Includes Verizon Viewing Area access for Which Stage. Customer perk program.
• Five BelowminorGTM or Marketing PartnerRetail sponsor with BeautyRoo by Five Below activation in Outeroo. Beauty stations, photo moments, product favorites from beauty to candy, plus free swag bag. Appeals to younger attendees.
• RossminorGTM or Marketing PartnerDiscount retailer sponsor with Ross Cabana in Centeroo. Style bar for touch-ups, custom scarf station, scent bar discovery, photo opportunities. First appearance at the festival.
• HuluminorGTM or Marketing PartnerStreaming partner with branding on partner page. Represents entertainment/media partnership category.
• Front Gate TicketscoreTechnology or IntegrationPrimary ticketing platform for Bonnaroo ticket sales. Handles transaction processing, ticket delivery, and wristband activation for the festival.
• FestiversecoreTechnology or IntegrationOfficial mobile app partner providing festival companion functionality including schedules, maps, and exclusive offers. Verizon customer perks delivered through the platform.
• Goss RVminorGTM or Marketing PartnerLuxury RV rental partner for festival's premium RV accommodation delivery. Located in Area 931 campground, provides motorcoach delivery to reserved RV slips.
• FEVOminorChannel Partner/ Reseller/ DistributorStudent ticketing partner providing verified student discount access to 4-Day General Admission tickets at $410.
• GOVXminorChannel Partner/ Reseller/ DistributorGovernment/military verification platform providing verified military, first responders, and medical providers access to discounted General Admission tickets at $415.
• The Busyhead ProjectminorOthersNoah Kahan fan charity partnership for Camp Busyhead themed camping area. Portion of Camp Busyhead pass sales benefit the charity. Includes exclusive yoga sessions and self-care packages.
• XyzalminorGTM or Marketing PartnerAllergy medication sponsor with Xyzal Allergy Zen Den in Outeroo. Photo opportunities, Nigel the Owl character, phone charging, shade area, and Knock Out Allergens game.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coachella: Premier US multi-day music and arts festival produced by Goldenvoice/AEG. Comparable in scale, pricing tiers, camping/onsite amenities, and headline-act-driven attendance model to Bonnaroo.
• Lollapalooza: Major US music festival produced by C3 Presents under Live Nation — Bonnaroo's sister festival under the same parent. Direct overlap in operating model, multi-stage programming, and tiered ticketing.
• Austin City Limits Music Festival: C3 Presents/Live Nation-produced multi-day music festival in Austin, TX. Shares Bonnaroo's producer, ticketing architecture, and tiered pricing model, making it one of the closest operational peers.
• Stagecoach Festival: Country-focused multi-day festival produced by C3 Presents at the same Empire Polo Club footprint as Coachella. Direct peer as a C3/Live Nation sister festival with comparable production scale and tiered camping.
• Outside Lands: Independently produced (Another Planet Entertainment) major US music festival in San Francisco. Comparable in scale, sponsor integration, and multi-stage programming to Bonnaroo.
• Governors Ball: Major multi-day NYC music festival with tiered ticketing, multiple stages, and significant sponsor portfolio. Direct peer in scale, demographic targeting, and urban-adjacent festival positioning.
• Firefly Music Festival: Multi-day camping music festival on the East Coast. Most structurally similar US festival to Bonnaroo given its camping-centric experience, themed areas, and tiered accommodation model.
• Electric Forest: Camping-focused multi-day music festival known for its themed community programming and art-installation experiences. Overlaps with Bonnaroo on the immersive, community-led festival positioning.
• Hangout Music Festival: Beachfront multi-day music festival with tiered VIP/Platinum-style offerings and significant sponsor activation. Direct peer in scale and tiered hospitality monetization.

Broad incumbents

• Summerfest: Long-running, multi-week Milwaukee music festival operated as a broader entertainment complex. Comparable in live-music scale and corporate-operating structure but spans a longer calendar window and broader entertainment mix than Bonnaroo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bonnaroo
• YouTubeyoutube.com/bonnaroo
• Facebookfacebook.com/bonnaroo
• Instagraminstagram.com/bonnaroo
• TikToktiktok.com/@bonnaroo
• LinkedInlinkedin.com/company/6332286

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bonnaroo