Hoping to turn Plano into the site of the next Bonnaroo or South by Southwest, the city announced an impressive lineup for its inaugural Suburbia Music Festival, being produced by entertainment company Live Nation.
World-famous artists like Alabama Shakes, J. Cole, Blue October, Hayes Carll, Third Eye Blind and David Guetta will be stopping through Collin County on May 3 and 4 for the two-day music extravaganza, to be held in Oak Point Park and Nature Preserve.
Supporting acts include rapper Hoodie Allen, Christian gospel-rock band Needtobreathe and young rockers The Rocketboys, among dozens of others.
Plano Mayor Harry LaRosiliere and other city staff gathered with Live Nation Senior VP Danny Eaton Thursday afternoon, Jan. 16 to share how the idea for Suburbia was hatched.
"We went all over the metroplex," Eaton said, searching for a spot to produce a world-class festival in northeast Texas.
Live Nation is the world's largest concert promoter but is no stranger to Dallas. The company also owns Southside Ballroom, Gexa Energy Pavilion and produces talent for events at the American Airlines Center.
When 800-acre Oak Point Park was suggested as a potential venue for Suburbia, "We just looked at it and said 'this is perfect,'" Eaton said.
Live Nation representatives have been working with the Plano Parks and Recreation Dept. on logistics for the last two years, according to the city. Plano's position as a growing community with dozens of lodging options, and the kind of demographics that could support a music festival of Suburbia's caliber, were other contributing factors to the new Live Nation event's birth.
Eaton said after researching various music festivals across the country, some costing hundreds of dollars to attend, Live Nation came to the conclusion that "this is the kind of experience fans are looking for." With an "early bird" $79.50 option, the event is relatively economical compared to its competitors.
The city is expecting approximately 20,000 fans to fill up the festival's 60-acre space each day, and before the music kicks off May 3, Plano will make improvements to Oak Point Park, barring any opposition from city council.
Plano Parks and Recreation Director Amy Fortenberry said future discussions might center around adding parking or partnering with DART to better accommodate Suburbia guests.
Live Nation said Suburbia will offer other vendors and concessions for guests to enjoy while listening to the musical lineup. Beer and liquor will also be served.
On top of this being a chance for North Texans (and those who travel from out-of-state) to rock out this May, city officials are hoping the event will become a tradition that grows organically, and they intend to continue facilitating the event in years to come. If successful, Suburbia could rival some of the most popular music festivals across the country.
"This is an opportunity for us to demonstrate what Plano's about today," the mayor said. The city wants to focus on the last component of its "live, work, play" motto.
"We're gonna play hard in Plano," LaRosiliere said.
Click here for the full Suburbia lineup. Presale starts at 9 a.m. Friday, Jan. 17, and regular ticket sales begin Jan. 25 at 10 a.m.