The co-creators behind festivals like Bonnaroo and Outside Lands have tapped Phoenix as the ideal place to launch their next music and arts festival.
The Lost Lake Festival will be a three-day multi-stage music festival that reflects Phoenix's musicians, artists, games, chefs and mixologists, said Rick Farman, co-founder of Superfly, at a press announcement on Wednesday.
"There is something special happening right now [in Phoenix]," said Farman.
He was joined by Phoenix Mayor Greg Stanton and Vice Mayor Laura Pastor.
"It's about time, that's my attitude," said Mayor Stanton, jokingly.
"We're ready for it," Stanton added. "We're ready for this."
The festival will take place Oct. 20-22, 2017 at Steele Indian School Park near 3rd Street and Indian School Road.
Farman said music would be the "core" of the festival with multiple stages and more than 40 acts, but that "the culinary part is going to be huge." He said local chefs, bars and restaurants will be invited to be a part of the event.
Specific details such as the music lineup, ticket prices, and other entertainment, were not yet available. We're told that those details could be announced within the next month.
While Bonnaroo and Outside Lands attract fans from across the nation, how will they react to a festival in Phoenix? In its inaugural year, the only expectation Superfly is setting is that this isn't a one-off festival; it's here for the long-term.
They've partnered with Charlie Levy's Stateside Presents who owns Crescent Ballroom, Phoenix-based Walter Productions, And Boogie, Starr Hill Presents and A Beautiful Perspective.