Events.com, founded in 2009 by CEO Mitch Thrower, recently acquired Wonderfront for an undisclosed sum. The move aligns with the company’s strategy to expand its newly launched live events division, Events.com Presents, which focuses on acquiring iconic events. Thrower’s vision includes transforming such events from cost centers to revenue-generating assets. Scheduled for May 16-18, 2025, WonderfrontÌýaims to build on its success this year, which attracted nearly 42,000 attendees to the downtown waterfront for performances by The Roots, Weezer, and Carly Rae Jepsen.
"San Diego is our headquarters, and we wanted something the city could be proud of," said Thrower. "An outdoor music festival here, given the climate, creates a special magic."
Thrower, a veteran in the event industry, previously co-founded Active Network, a San Diego-based company sold in 2013 for $1.05 billion. Events.com was an early financial backer of Wonderfront, progressively increasing its stake before fully acquiring the festival.
Wonderfront debuted in 2019, co-founded by local shopping mall heir Ernie Hahn Jr., Paul Thornton of TAG Presents, and Brad Ralston, former National City manager. Supported by the San Diego Tourism Marketing District and the San Diego Unified Port District, the festival filled a gap left by the defunct KAABOO Del Mar. After a hiatus during the COVID-19 pandemic, Wonderfront returned in 2022 and adjusted its schedule this year to May, aiming for better weather and attendance.
Despite strong attendance, the festival faced challenges this year due to Mother's Day coinciding with its third day. Attendance dropped, even among three-day pass holders. To address this, Wonderfront has shifted its 2025 dates to the weekend after Mother’s Day, with organizers coordinating closely with the San Diego Convention Center and The Rady Shell at Jacobs Park to avoid conflicts.
Early-bird tickets to Wonderfront are currently on sale starting at $350 for general admission three-day passes, $575 for general admission-plus, and $799 for VIP access. The full lineup is expected to be released in early 2025. For more information, visitÌý.
"San Diego is our headquarters, and we wanted something the city could be proud of," said Thrower. "An outdoor music festival here, given the climate, creates a special magic."
Thrower, a veteran in the event industry, previously co-founded Active Network, a San Diego-based company sold in 2013 for $1.05 billion. Events.com was an early financial backer of Wonderfront, progressively increasing its stake before fully acquiring the festival.
Wonderfront debuted in 2019, co-founded by local shopping mall heir Ernie Hahn Jr., Paul Thornton of TAG Presents, and Brad Ralston, former National City manager. Supported by the San Diego Tourism Marketing District and the San Diego Unified Port District, the festival filled a gap left by the defunct KAABOO Del Mar. After a hiatus during the COVID-19 pandemic, Wonderfront returned in 2022 and adjusted its schedule this year to May, aiming for better weather and attendance.
Despite strong attendance, the festival faced challenges this year due to Mother's Day coinciding with its third day. Attendance dropped, even among three-day pass holders. To address this, Wonderfront has shifted its 2025 dates to the weekend after Mother’s Day, with organizers coordinating closely with the San Diego Convention Center and The Rady Shell at Jacobs Park to avoid conflicts.
Early-bird tickets to Wonderfront are currently on sale starting at $350 for general admission three-day passes, $575 for general admission-plus, and $799 for VIP access. The full lineup is expected to be released in early 2025. For more information, visitÌý.
Originally published on December 10, 2024.Ìý
