Challenge:

For years, Doug Corey, a key figure in the Pendleton Round-Up organization, explored the potential of hosting a separate large-scale concert event in the rodeo arena. While the Round-Up grounds contained two potential concert venues, logistical challenges arose from co-hosting the rodeo and concert in the same space. However, the vision of creating an annual, can't-miss summer tradition for families in Pendleton, Oregon, persisted.

​

Solution: The realization of this vision came to life with the inception of the Pendleton Whisky Music Festival in 2016. With an aim to establish an annual community event, REG played a pivotal role in identifying the potential of the rodeo arena as a concert venue. The inaugural festival featured Zac Brown Band, drawing 11,600 attendees. REG's strategic talent booking and event management expertise helped shape the festival's unique identity and position it as a standout summer event.

Results: The Pendleton Whisky Music Festival's partnership with REG produced exceptional results. The event's growth trajectory was highlighted when Maroon 5 headlined in 2017, resulting in a remarkable 12,000 tickets sold within four hours of the on-sale launch. The festival's audience further expanded, attracting over 15,000 attendees and achieving a complete sell-out. The festival's successful trend continued in 2018, as REG curated an engaging lineup featuring Blake Shelton and Pitbull, resulting in a sellout with 14,000 tickets sold in the first week. Given that Pendleton's population is approximately 16,000, the event's impact on the local economy and community spirit is significant.

​

Conclusion: The Pendleton Whisky Music Festival's evolution from a vision to a thriving community tradition underscores REG's ability to shape events that resonate with both audiences and local communities. The festival's impact on Pendleton's economy and its role in fostering a vibrant summer tradition further highlight the value of strategic talent booking and event curation.

​

Are you seeking to create an unforgettable community event that brings people together and fuels local vibrancy? Reach out to us for a complimentary 30-minute consultation to discuss how REG can help you bring your vision to life with strategic talent booking, event planning, and execution that captivates your audience and leaves a lasting impression.