Changes to the music, advertising and price for tickets have all helped boost sales for this week's Sacramento Music Festival. The Sacramento Convention and Visitors' Bureau says ticket sales are up 25 percent from last year. The event had seen a decade of steadily-declining revenues.
Mike Testa with the Bureau says it took a bigger role in organizing the event this year. It expanded advertising for the event to include Redding and the Bay Area, and it knocked six dollars off of the ticket price. It also went through talent agencies to bring in better-known groups.
"We've talked for many years about changing the styles and certainly blues and different kinds of music have been added, but never to the level of a Grammy Award-winning band like Los Lobos or the Kenny Wayne Shepherd Band." Testa said. "So, we think the caliber is going to be a little bit different this year. People will see some of what they've come to know from this event. But they'll see some new bands."