For a moment, it seemed like the Sierra Nevada World Music Festival would weather the storm.
Founded in 1994, the festival usually draws a dedicated crowd of a few thousand to the Mendocino County Fairgrounds to sway to roots reggae under the summer sun. Although modest in scope, the festival’s tasteful bookings and community-oriented atmosphere earned acclaim. “Trust me, all over the world, people know Sierra Nevada World Music Festival,” reggae artist Luciano told the Ukiah Daily Journal in 2023. “This festival is on par with all of the great ones.”
After a rocky post-early-pandemic return in 2023, there was reason for initial optimism. In the winter, early-bird ticket sales were “gangbusters,” said Kaati Gaffney, a spokesperson for Sierra Nevada World Music Festival. But in the summer, the outlook took a turn for the worse. Typically, the festival sees a surge in ticket sales in June, but in 2024, a surge never arrived. With stalling sales and mounting bills — deposits for stages, bands, portable toilets and security — the outlook was grim.
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