Treasure Island Producer Talks Festival's Big Move to Oakland and Maintaining Its Intimate Feel
After ten years on Treasure Island near San Francisco, the Bay Area’s intimate Treasure Island Music Festival is moving to Oakland. Festival producers Noise Pop and Another Planet Entertainment took a year hiatus to find a new location for the event that was forced to relocate due to development on the Bay Bridge island. Treasure Island Music Festival will return this weekend (Oct. 13-14) at Middle Harbor Shoreline Park in Oakland with the same name and the same intimate feel.
"We knew when we started the festival back in 2007 that the location was not particularly long term. We were able to use it for a lot longer than we actually expected to. The fact that we got ten years on the island was really a pleasant surprise," says Noise Pop Industries partner Jordan Kurland.
Treasure Island Music Festival producers used the time off to find a new location close to an urban center that would retain the cozy and mellow atmosphere of its original destination.
"We felt like this location was going to give a very similar feel and flavor to what we were able to do on Treasure Island. It is right on the bay with amazing views of San Francisco and the Bay Bridge," says Kurland of Middle Harbor Shoreline Park. "One of the major differences is that Treasure Island sits on an island between San Francisco and Oakland. This is now an Oakland festival, which is nice. Oakland deserves that."
Despite the location change, organizers decided to retain the name of the festival instead of rebranding. Food vendors, local artists and other details of the festival will bring more focus to Oakland due to the destination, but the Treasure Island brand will live on.
"The festival identity outgrows the name. Governors Ball isn’t on Governors Island anymore," Kurland explains. "That’s ultimately why we didn’t change the name once we moved it. It felt like the brand and the name of the festival was stronger than the actual location."
Fans of the festival will be treated with the same sensibility of a boutique festival that is between a quarter or a third of the size of Another Planet’s Outside Lands festival that also takes place in the Bay Area. Each of the two days will feature 13 acts with Saturday honing in on hip-hop and EDM, while Sunday will feature more rock, indie and folk performers.
"We’ve always had the goal of being the music festival for people who don’t like music festivals. There are no overlapping sets," says Kurland. "Treasure Island grew out of a Noise Pop festival and Noise Pop has always been about independent artists and intimate venues."
This year’s performers include Tame Impala, A$AP Rocky, Silk City (Diplo + Mark Ronson), Lord Huron, Santigold, Courtney Barnett, Jungle, Pusha T, Sharon Van Etten and more. Highly acclaimed independent acts U.S. Girls, Soccer Mommy, Shame and Cigarettes After Sex will also take the stage.
"It will feel just like Treasure Island always has which is very manageable and very intimate," Kurland adds.
Single day and weekend tickets are available at TreasureIslandFestival.com along with a full lineup and additional information about art installations and festival activations.