Credit: Melissa Ruggieri
Credit: Melissa Ruggieri
BY MELISSA RUGGIERI
Until last year, the SweetWater 420 Fest gained its reputation as an annual neighborhood gathering in Candler Park, a small-time shindig with some tunes and brews.
But for its 10th anniversary in 2014, the event blasted onto a new level of Atlanta festival — one that took place in sprawling Centennial Olympic Park and attracted a reputable spread of alt-rock and jam bands (Sublime with Rome, Galactic and the Chris Robinson Brotherhood were among the headliners).
This year, the festival has intensified its standing yet again.
Credit: Melissa Ruggieri
Credit: Melissa Ruggieri
Snoop Dogg, 311, the Wailers, Primus, Thievery Corporation, Cage the Elephant, Slightly Stoopid, Moe. and Gov't Mule are just a handful of the 48 acts that will commandeer two stages at Centennial Olympic Park this weekend.
It’s a bit of an understatement when Jennifer Bensch, president of Happy Ending Productions, which produces the event, says, “We really decided to go for it this year.”
As Atlanta's SweetWater Brewing Company expands its reach in the Southeast, as well as in Ohio and Texas, it became apparent that the brewery's companion event needed to complement the scope of the company.
Of course, with bigger acts come bigger price tags. The daily general admission for last year’s event rolled in at $10. This year, a daily dose of music, comedy, beer and beer education will cost $42.
Bensch acknowledged that the team was a little concerned about the price jump, but is confident the festival will sell out its 30,000 capacity each day (last year’s attracted 60,000 patrons during the three days and was affected by some unwelcome April showers).
“Most of the people we’ve heard from are super-understanding (about the price) and see the level of talent going up. Everyone still feels we’re very reasonable for the type of fest that we’re doing,” Bensch said.
Given the increasingly crowded festival landscape in Atlanta — Shaky Boots, Shaky Knees, CounterPoint, Candler Park Music and Food Festival, Wrecking Ball, Music Midtown, TomorrowWorld — it’s more of a challenge than ever to deliver a distinguishable event.
SweetWater 420 Fest is doing that in several ways, starting with the fact that it’s held on the weekend prior to Earth Day and is dedicated to promoting environmental awareness through its on-site Planet 420 Eco-Village. In addition, steel refillable mugs, recyclable cups and serveware will be used, and patrons are encouraged to take MARTA or ride their bikes to the park instead of driving.
Last weekend, members from Happy Ending Productions and the SweetWater 420 Fest, among others, participated in the “Earth Day Work Day” by picking up trash and weeds and helping to paint downtown.
The two groups also donated a Bigbelly solar trash compactor to help improve service and collection efficiency on Broad Street. (Bensch said the compactor might need to be emptied every three weeks rather than three times a day.)
But back to the entertainment.
Credit: Melissa Ruggieri
Credit: Melissa Ruggieri
While the SweetWater 420 Fest is offering a heavy-duty lineup of rock, hip-hop, jam and funk artists, the Relapse 420 Comedy Tent, Not-So-Silent Disco and a local band stage will also keep patrons engaged.
Rory Scovel, star of TBS’ just-canceled “Ground Floor,” will perform each night in the comedy tent, along with members from more than a dozen other comedy troupes.
And really, what would a festival called SweetWater 420 be without SweetWater beer?
SweetWater has created a special “420 Fest” beer — a double IPA with experimental hops — and for those interested in expanding their palates, the SweetWater Experience tent will offer tastings of more than 25 styles of beers and stage panel presentations and Q&A sessions with the company’s founder and other brewers and beer experts.
So get ready to drink up. And if beer isn’t your thing, you’ll have plenty of opportunities to listen up as well.
SweetWater 420 Festival
Credit: Melissa Ruggieri
Credit: Melissa Ruggieri
Who: Snoop Dogg, 311, the Wailers, Primus, Thievery Corporation, Cage the Elephant, Slightly Stoopid, Moe., Gov't Mule, Beats Antique, Cold War Kids, Aer, Big Data, the Floozies, Anders Osborne, the Revivalists, Delta Rae, Wood Brothers, Kyle Hollingsworth Band, Marc Broussard, the London Souls, Red Wanting Blue, March Fourth Marching Band, Stokeswood.
Visit www.sweetwater420fest.com for set times as well as lineups for the Not-So-Silent Disco and the Relapse 420 Comedy Tent.
When: 3-11 p.m. April 17; 11:30 a.m.-11 p.m. April 18; 11:30 a.m.-11 p.m. April 19.
Where: Centennial Olympic Park, 265 Park Ave. W. N.W., Atlanta. www.sweetwater420fest.com.
Cost: General admission wristbands are $42 per day; a three-day general admission wristband is $75; VIP "Big Fish" wristbands are $115 per day; a three-day VIP "Big Fish" wristband is $265. Children under 10 are free with a wristbanded adult. Anyone 10 and older requires a wristband. All patrons under 17 must be accompanied by an adult 25 or older.
Getting there: Attendees are encouraged to take MARTA to the Philips Arena/Dome/GWCC Station or Peachtree Center stations and follow the signs to Centennial Olympic Park. Free bike valets will be available for those who pedal to the park. Parking will be available in the red deck near the Georgia World Congress Center for $10 per day. Prepaid parking passes are available on www.gwcc.com. Day-of parking is subject to availability.
Race: The 11th annual SweetWater 420 Fest 5K takes place at 8:30 a.m. April 18 at Centennial Olympic Park. In-store registration available only at Road Runner Sports Buckhead or race day registration available at Centennial Olympic Park. $50.
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