How High Sierra Music Festival Stays Relevant


We’ve officially entered the season of the summer festival, and with no shortage of them, concertgoers can be picky about where they spend their dollars. And they are. With so many festivals, especially during a down-turned economy, local promoters are struggling to stay on fans’ radars.

“There’s a lot more festivals right now than there used to be,” said Rebecca Sparks, co-owner of the Berkeley-based High Sierra Music Festival. “There’s a lot of competition. As far as longevity goes, you have to create a niche and offer something that other festivals don’t have.”