Bonnaroo wants to be a lifestyle brand

Weezer performs at Bonnaroo on Friday, June 11, 2010.

Photo by Lauren Spuhler // Buy this photo

Weezer performs at Bonnaroo on Friday, June 11, 2010.

— Coming off its ninth year, the founders and producers of Bonnaroo know they've hit on a winning formula, but they're still working to improve the outdoor music festival held each June. It's already among the highest-grossing music festivals in North America.

In an interview with Tennessean business reporter Bonna Johnson, Rick Farman and Rich Goodstone, two of the four partners in Superfly Presents, which helped create Bonnaroo, said they plan to hold other types of events at their 700-acre field and concert hot spot in Manchester, Tenn.

The young music and marketing executives also say they hope to position Bonnaroo as a lifestyle brand that resonates with consumers long after the last band has left the stage.

Continue reading at The Tennessean.

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