Randy Pench / rpench@sacbee.com
By Edward Ortizeortiz@sacbee.com
Published: Tuesday, Sep. 3, 2013 - 12:00 am | Page 1B
The Memorial Day weekend music festival known for decades in Sacramento as the Dixieland Jazz Jubilee may have found its footing with a more diverse lineup of musicians, headliner acts and a new concert venue, organizers say.
Without releasing ticket sales amounts, producers of the Sacramento Music Festival say increases in attendance this year helped the four-day event raise $867,412 in revenue and avoid a deficit.
The festival took some risks in changing its programming and making difficult spending cuts, said Mike Testa, the event's marketing director and senior vice president of the Sacramento Convention & Visitors Bureau.
It trimmed expenditures from $1.1 million in 2012 to just under $800,000 this year.
While the festival took in less money than last year – and far from the $2.7 million raised in 2002 – operating in the black marks a turnaround from the deficit of $132,424 that the music fair posted last year, organizers said.
"2012 was definitely a turning-point year for us," executive director Vivian Abraham said. "When we looked at where we ended up in 2012, we realized something needed to be done."
Organizers sought to broaden the festival's appeal by moving away from traditional jazz to showcase acts like Los Lobos, the East Los Angeles rock band that performed to a sold-out crowd of 3,100 at the new Roundtable on the Green venue, just south of the Railroad Museum in Old Sacramento.
Read more here: http://www.sacbee.com/2013/09/03/5702014/sacramento-music-festival-erases.html#storylink=cpy
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