Woodstock organizers charged $18 for all three days of the iconic festival, which featured performances by Jimi Hendrix, Janice Joplin and Bob Dylan. That’s $120 in 2014 money, but considering the lineup and how door prices dropped to “free” once more attendees showed up than expected, that might go down as the deal of the century.
But times have changed. Weekend passes to the 2014 Coachella Valley Music and Arts Festival — America’s most profitable festival— asked a starting price of $375.
Concurrent with these hikes was an influx of corporate brands and advertisers, all chomping at the bit for exposure to the festivals’ captive young consumers. Ad Age reports that brands will spend more than $1.34 billion sponsoring live music events this year, up 4.4% from 2013.