Music festivals have evolved in countless ways since the 1970s, but there has been immense improvement in one simple yet essential component -- the food scene. We’ve come a long way from free farm milk and ox roast at the first Glastonbury Festival and every year the offerings get better and better.
In 2014, 32 million Americans attended at least one festival and they weren’t shy about spending while fest-ing with an average of $670 spent last year. There is no denying the festival industry is booming, and with this success comes the rise of another festival sub-industry, on-site cuisine. A perfect indicator of this quality-food-at-festivals trend is new fests, like the exciting Wake Up Call Music Festival from W Hotels, which provides festivalgoers with luxe fine-dining experiences at every festival location.
Millennials may be the source of this explosive culture. 14.7 million millennials attended at least one music festival in the U.S. during 2014 and are very vocal about how much attention and value they give to cuisine. Case in point, a whopping 99 percent of millennials are likely to recommend food they find at festivals, and 84 percent, in predictable digital generation fashion, are likely to post pictures of said food when they’re at grub-related events.