Sugar Moon
Sugar Moon is a four-piece western swing and Americana live music ensemble based in Petaluma, California, that performs at wineries, breweries, festivals, and private events across Sonoma County and the Bay Area, booking engagements one-time via direct client outreach.
- Company typePrivate
- Founded-
- HeadquartersPetaluma, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Sugar Moon does
Sugar Moon is a four-piece live music ensemble operating under the "Wine Country Swing" brand from Petaluma, California (ZIP 94952), founded and led by guitarist and vocalist Larry Goldfield. The group performs western swing, gypsy jazz, country, blues, and original compositions for wineries, breweries, beer gardens, festivals, and private events throughout Sonoma County and the broader Bay Area. The current roster pairs Goldfield with Berklee-trained fiddler Kenny Blacklock, mandolinist/guitarist John Fitt, and 2017 California Western Swing Hall of Fame inductee Billy Wilson on lap/pedal steel.
The underlying product is the live performance itself; there is no proprietary software, app, API, or digital platform. Booking and customer acquisition run through the sugarmoonswing.com website, direct email outreach ([email protected]), earned media such as a Petaluma360 interview, and word-of-mouth referrals. Revenue is generated entirely through one-time per-engagement performance fees, with pricing negotiated individually based on event type, duration, and location; no pricing, contract structure, or revenue figures are publicly disclosed.
Customer segments split horizontally across wineries and breweries (Benziger, Amici, Chateau St. Jean, Lagunitas, Brewsters), hospitality venues (The Big Easy, Aqus Cafe, Sand Dollar), festivals (Petaluma Craft Beer Festival), civic organizations (Petaluma Chamber of Commerce, Petaluma Women's Club), and private event hosts (weddings, corporate events). The band markets itself on multi-genre versatility, the credentials of its members, and the energy of its live shows, evidenced by venue testimonials citing audience foot-tapping and repeat bookings.
Sugar Moon firmographics
Firmographics- Name
- Sugar Moon
- Legal name
- Sugar Moon Swing
- Website
- https://sugarmoonswing.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sugar Moon is a four-piece western swing and Americana live music ensemble based in Petaluma, California, that performs at wineries, breweries, festivals, and private events across Sonoma County and the Bay Area, booking engagements one-time via direct client outreach.
- Ownership category
- akta.pro rank
Where Sugar Moon is headquartered
LocationHeadquarters
- HQ city
- Petaluma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sugar Moon business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Live Performance Fees: Sugar Moon generates revenue through booking fees for live performances at private events, wineries, breweries, festivals, and public venues. Each engagement is likely quoted individually based on event type, duration, and location.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Sugar Moon product offering
Product offeringCore offering
Sugar Moon is a four-piece live music ensemble that delivers western swing, gypsy jazz, country, blues, and original song performances at wineries, breweries, beer gardens, festivals, and private events throughout the Sonoma County Wine Country and Bay Area regions. The band is booked via direct email contact and quoted individually per engagement based on event type, duration, and location.
Product overview
Sugar Moon is a live western swing and Americana music ensemble performing as 'Wine Country Swing.' The band offers live musical entertainment services for events, including performances at wineries, festivals, beer gardens, and private events across the Sonoma/Petaluma wine country region. Their primary offering is live musical performance featuring a blend of western swing, gypsy jazz, country, and blues genres.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Positive audience engagement evidenced by testimonials describing audience members 'tapping their feet and clapping their hands'
Companies that use Sugar Moon
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
Sugar Moon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sugar Moon partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Sugar Moon competitors and assessment
Company assessmentBroad incumbents
- Live Nation Entertainment: Largest live entertainment company globally, operating venues, festivals, and talent representation. Comparable as the dominant incumbent in live music whose venue and festival programming competes for the same event dollars Sugar Moon targets.
- Thumbtack: Broad local services marketplace where event entertainers, including bands, list alongside hundreds of other service categories. Comparable as a larger incumbent channel where event organizers also search for live music.
- AEG Presents: Major live entertainment promoter and venue operator producing concerts, festivals, and events. Comparable as a broad incumbent shaping the live entertainment landscape within which regional bands like Sugar Moon operate.
Direct peers
- Encore Musicians: Specialized booking platform for live musicians covering weddings, corporate events, and private parties. Closely comparable to Sugar Moon's target market and use cases in the B2B/B2C event entertainment space.
- GigSalad: Online marketplace for booking live entertainment acts for events. Directly comparable as the demand-side platform where event organizers source bands like Sugar Moon, making it the most relevant marketplace peer.
- The Bash (formerly GigMasters): Event entertainment booking platform connecting event hosts with live bands, DJs, and performers. Comparable as the channel through which bands like Sugar Moon are increasingly discovered and hired for private events.
Emerging players
- Songfinch: Custom song platform connecting customers with artists for personalized recorded music. An adjacent, non-direct competitor that demonstrates alternative monetization models for musicians beyond live performance fees.
Others
- Eventbrite: Event ticketing and discovery platform widely used by festivals and venues. Comparable as ecosystem infrastructure that influences demand for live music entertainment at the festivals and public events Sugar Moon plays.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Sugar Moon social profiles
Digital presenceSugar Moon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sugar Moon leadership team
Management profileNumber of profiles
Profiles4 records
Sugar Moon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sugar Moon 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 Sugar Moon
What does Sugar Moon do?
Sugar Moon is a four-piece live music ensemble that delivers western swing, gypsy jazz, country, blues, and original song performances at wineries, breweries, beer gardens, festivals, and private events throughout the Sonoma County Wine Country and Bay Area regions. The band is booked via direct email contact and quoted individually per engagement based on event type, duration, and location.
Is Sugar Moon a public or private company?
Sugar Moon is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sugar Moon founded?
Sugar Moon was founded in -1. It employs 11 to 50 people.
Where is Sugar Moon based?
Sugar Moon is headquartered in Petaluma, United States, in the North America region.
How does Sugar Moon make money?
One revenue line is on record: live Performance Fees.
Who are Sugar Moon's main competitors?
Broad incumbents on record are Live Nation Entertainment, Thumbtack and AEG Presents. Direct peers are Encore Musicians, GigSalad and The Bash (formerly GigMasters). Songfinch is listed as an emerging player. Eventbrite is listed as an others.
Does Sugar Moon have an API?
No public API is recorded for Sugar Moon.