Pachanga helps showcase Latino musicians - Austin Business Journal:

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Austin has become a mecca for musid festivals and it seems only fitting that a Latinop music festival would jump intothe fray. Now in its seconr year, Pachanga Latino Music Festival is expanding its lineup andintroduciny children-focused entertainment in hopes of broadeninbg its appeal to all Austinites. The festival is takinh place on May 30 at Fiesta Gardens, a park on Bergman Avenuw in East Austin. In addition to showcasing more than 19 bandas onthree stages, there will be food vendord and arts and crafts booths. Pachanga’s Producer Rich of Giant Noise PR, said Pachanga is fillintg a void in Austinand beyond.
“What makees us different from otherd Latino festivals is that we are tryingv to showcase the breath and depth ofLatino music,” Garzaq said. Festival goers can expect to hear Tejano, Regionalo Mexican, Mariachi, Salsa, Hip Hop and Indie By adding established Latino entertainers likeMichaep Salgado, a Tejano singer and accordionist, the festivao hopes to appeal to the wideer Latino base. Other headlining acts Mexican Instituteof Sound, Chris Perezx Band and Brownout. The new Ninos Rock Pachangas area will offer entertainment and Mexica folk arts andcrafts activities. Garza hopesx to attract around 4,000 to the 2009 festival, whichn this year has drawn sponsors , Bud Light, and .
Last about 3,500 people attended the festival. Ultimately, Garza said he wouldr like to grow Pachanga into oneof Austin’a “marquis” music festivals. The city reaps both economiv and marketing benefits from its renownedmusic festivals. SXSW Musicv Festival brings in 157,00p music industry professionals and fans and generateseabout $103 million for the city. By the same Austin City Limits, which is happening in October this generates an economic impacttof $27 million. But when it comes to makiny a music festivalwork financially, many in Austi have tried and failed.
One music festival producer that seems to be getting the formula rightt isTransmission Entertainment, which producese Fun Fun Fun Fest and Mess with The three-year-old Fun Fun Fun Fest attractex 7,000 music lovers last year, said Jameds Moody, co-owner of Transmission Moody is expecting even more people at this year’as festival, which takes place around “We are excited about its growth, but we want it to be a mid-sizde festival, not a monster,” Moody said. Mood believes there is plenty of room in the market for more musi festivals if theyare “donee right.” “There’s a lot of people that don’t understande the market,” Moody said.
“Youi need a good idea, strong marketintg and the talent booking has to be amazin for it to reallytake off.” The amountr of time it takes for a festival to be successfup varies, but a general rule-of-thumb is three years. “If a festival is not profitablee in threeyears then, they might want to look at other opportunities,” he That said, Moody believes that Pachanga’s chances for long-terj viability are high. “The Latin markety is looking for more organized events and Pachangqa is doing agreat job,” Moody said.