Northern California’s Iconic High Sierra Music Festival Future Uncertain Amid Plummeting Ticket Sales

Quincy, Northern California – The future of the High Sierra Music Festival, a fixture in the region’s cultural calendar for nearly three decades, hangs in the balance as organizers report alarmingly low ticket sales for the upcoming event scheduled for July 3-6, 2025. Held annually at the Plumas County Fairgrounds, the festival is renowned for its focus on bluegrass and acoustic music, attracting a dedicated following.

Facing a Dire Sales Slump

According to Dave Margulies, a producer and co-owner of the High Sierra Festival, current ticket sales stand at approximately 2,500. This figure represents a significant decline compared to past attendance levels. Before the global pandemic, the festival typically drew crowds of around 6,500 attendees. While numbers rebounded partially in recent years, they still reached about 4,500, far exceeding the current tally.

“Ticket sales are currently around 2,500,” Margulies confirmed, underscoring the gravity of the situation facing the long-running event.

A Nationwide Trend

The challenges facing the High Sierra Music Festival are not isolated. The downturn in sales reflects a broader nationwide trend observed between 2023 and 2024, where music festivals across the country have reported declining attendance. This trend is widely attributed to several factors, including rising ticket costs, which have increased the financial barrier for potential attendees, and various lingering post-pandemic challenges impacting live events.

Margulies acknowledged that the festival’s struggles are part of this larger industry pattern, noting the difficulty many events face in recapturing pre-pandemic momentum and navigating the current economic landscape.

Urgent Measures Implemented

In response to the critical situation and with the aim of securing the festival’s viability for 2025 and beyond, organizers have launched a last-minute effort to boost sales. They are currently offering a 15% discount on tickets to incentivize potential attendees. Alongside this price reduction, they are heavily relying on word-of-mouth promotion and grassroots marketing initiatives to spread the word and encourage ticket purchases.

Dave Margulies highlighted the exceptional value proposition at the discounted rate. He estimated that the cost per band at the reduced price point equates to approximately $5-$6, a figure he described as “off the charts” value given the caliber and quantity of performances typically featured at High Sierra.

The “Make or Break” Moment

Stakeholders recognize that the outcome of this eleventh-hour sales push will be decisive for the festival’s future. Margulies was candid about the stakes, stating that the success of these efforts is expected to “make or break” the nearly 30-year-old festival.

The High Sierra Music Festival has cultivated a unique identity over the years, celebrated for its intimate atmosphere and its commitment to showcasing talent within the bluegrass and acoustic genres. Its potential disappearance would leave a void in the Northern California music scene and impact the local economy of Quincy and Plumas County.

As the dates for the July 3-6, 2025 event draw closer, the coming weeks will be critical in determining whether this cherished annual gathering at the Plumas County Fairgrounds can weather the current financial storm and continue its legacy.