More than 15,000 people attended each of the two days of L Festival, according to event organizers. The family-themed festival, put together by Universal Music Latin Entertainment and featuring performances by Enrique Iglesias, David Bisbal and Juan Gabriel, among other Latin stars, took place Oct. 24 and 25 at the Orange County Fair and Events Center in Orange County, Ca.
While at first blush it could be deemed simply another festival, it was far more than that.
With very few exceptions, large-scale, multi-day music festivals in the U.S. have not fared well for Latin music in the past decade, and most attempts to launch one-day fests—much less two—have stalled after a single year.
L Festival’s proposal was particularly risky. Instead of being narrowly themed within a single genre, it was attempting to cover all genres — pop, rock, regional Mexican, urban and even EDM — and also bring food and art to the mix for a complete family experience that evoked the Latin fests of yore, designed as big family events with very moderately priced tickets.
But boosted by a strong roster of acts that also included David Bisbal and Gloria Trevi and backed by the know-how of event promotion company Cardenas Marketing Entertainment (CMN), L Festival got off to a strong start. Already, organizers are talking about edition two for 2016.
“This was a hugely ambitious undertaking, and we tried to be thoughtful in planning an event that would celebrate our culture and have elements for every member of the family,” said Gustavo Lopez, UMLE’s EVP/GM. “We were immensely gratified to see multiple generations of families in the front row of the performances. We look forward to building on our success as we look into plans for our second year.”