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Teresa

SoWal Guide
Staff member
Nov 15, 2004
30,240
9,277
South Walton, FL
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HOMEMUSICMUSIC NEWS
MARCH 10, 2021 10:59AM ET

How a Virtual Music Company Is Using Golf Courses, Rental Homes to Bring Back Live Music

Jason Isbell and Sheryl Crow will headline the Moon Crush gathering, what organizers are calling a music-themed vacation — not a “festival” — in Florida

By
JOSEPH HUDAK


jason-isbell-sheryl-crow-virtual-music.jpg

Jason Isbell and Sheryl Crow are among the headliners at the Moon Crush
" music vacation."


As the U.S. vaccination campaign ramps up and music fans slowly begin to think about congregating again, festival talk is building. Bonnaroo in Tennessee, Milwaukee’s Summerfest, and Life Is Beautiful in Las Vegas all have dates on the books for September.

But last year, when effective vaccines were still far from a certainty, the virtual-music platform Topeka made its bid to adapt to the Covid-19 pandemic with a brand new concept: a music-themed vacation. Dubbed Moon Crush and set for April 26th through May 1st in Miramar Beach, Florida, the weeklong event is headlined by some Americana heavy hitters: Jason Isbell & the 400 Unit, Sheryl Crow, NeedToBreathe, and the Revivalists. Thirteen acts in total will perform over five days. Fans watch from socially distanced viewing areas in front of the stage. Food, drinks, and merch will be available for on-site delivery by an app.

It all looks and sounds like a festival, but, according to organizers, it’s not.

“We’re using the word ‘vacation’ and not ‘festival’ because ‘festival’ has come to mean a bunch of stages, bands all day, thousands of people in a field,” Andy Levine, who founded Topeka in 2020, explains. “We want people to know this is a vacation. You find the group you want to be with — those people you’ve missed so much in the last year — pick a home that fits you, and then five hours a day for five of the seven days, we’re going to put three acts on one stage. Outside of those times, you can do whatever you want: enjoy the beach, work, do a bonfire, cook at home. Whatever you want to do, do it.”

Levine got the idea for a freestyle music vacation after his own spring break plans with his family fell victim to the pandemic last year. Working with the Miramar Beach realtor community, he secured a deal with more than 300 rental properties for Moon Crush. As part of their ticket price (ranging from $750 to $1,450), attendees rent their own house or condo, which becomes home base for the week. On concert days, they walk, golf-cart, or ride-share to the venue: the Seascape Golf, Beach, and Tennis Resort, where the stage is set up on a fairway on the golf course.

“For the last few years, I’ve been doing concerts on golf courses and I have found that golf courses are unbelievable venues. They have great space, great hospitality, and a lot of infrastructure,” says Levine, who limited the Moon Crush lineup to no more than three acts per day so fans wouldn’t become restless in their pods.

After Yacht Rock Revue perform a special welcome show on Sunday, the Revivalists, Grace Potter, and Sammy Rae headline Monday evening. NeedToBreathe, Margo Price, and Shovels & Rope perform Tuesday afternoon, while Sheryl Crow, Lake Street Dive, and the War and Treaty take the stage Thursday afternoon. Jason Isbell, St. Paul & the Broken Bones, and Vintage Trouble wrap up the week on Friday night.

“We wanted to find an amount of time that we could expect people to stay in an area, because at some point, people are going to get too comfortable, too relaxed, and get anxious and want to move,” Levine says. “Three acts a day feels like a good night out.”

When Topeka, along with music-cruise company Sixthman (which Levine also founded in 2001), devised Moon Crush, they didn’t plan on the national vaccination campaign to be in full swing by show date. Their safety protocols include social distancing, and requiring guests to wear masks when they’re not in their seats. Each guest must also show proof of a negative Covid-19 test from no more than 72 hours before they are able to pick up their credentials at check-in.

Now, however, Levine is realizing that many of the Moon Crush attendees are falling into the early vaccination group.

“I would say a third of this audience is over 60. A third is between 50 and 60. And the other third is 40 to 50. I’ve been watching the Facebook group and getting messages from fans and guests who are saying, ‘Hey, I’m going to have my second shot this week!’ ” Levine says. “This group has been secluded more than anybody.”

Assuming Moon Crush is successful, Levine says they’re already planning similar events, with different genres, for this fall at other locations around the country, with an increased capacity of 4,000. The inaugural Moon Crush is limited to 2,500 fans. Tickets are still available, and organizers recently put “Music Only” passes on sale for local residents.

“Don’t let a full moon go by without crushing on the people that you care the most about — that’s really the intention behind it. It’s all about being with the people you care about and that’s what the brand is going to be. We use music to give you an extra layer to connect with,” Levine says. “It looks like we’re the first multi-day destination music vacation. We’re excited and terrified at the same time.”

How a Virtual Music Company Is Using Golf Courses, Rental Homes to Bring Back Live Music
 

Teresa

SoWal Guide
Staff member
Nov 15, 2004
30,240
9,277
South Walton, FL
sowal.com
MOON CRUSH PARTNERS WITH ALAQUA ANIMAL REFUGE

We are thrilled to be partnering with Moon Crush…a socially distanced music and travel experience!
This five-day event takes place April 26 – May 1, 2021 in Miramar Beach, FL on the Seascape Resort golf course.

It will include performances by The Revivalists, NEEDTOBREATHE, Sheryl Crow, Jason Isbell and the 400 Unit, Grace Potter, St. Paul and The Broken Bones, Lake Street Dive, Yacht Rock Revue and many others!

When you book your *MUSIC ONLY PASS* via this unique link, a portion of the ticket sales will support Alaqua Animal Refuge! *Available for Walton and Okaloosa County residents, property owners, and their guests.

PURCHASE HERE:
Topeka | Connecting Fans

Moon Crush is all about being together under the stars, listening to great music, and connecting — or "crushing" on friends and family! Music Only Passes are being offered for this socially distanced music experience for you and your favorite people to connect in a responsible way. You and your party will enjoy shows from your private viewing cove that is safely distanced from other guests. Learn more about Moon Crush, the lineup, your safety, and the experience here: Moon Crush

**RESERVE YOUR PASSES TODAY THROUGH THIS SPECIAL LINK TO HELP BENEFIT ALAQUA: Topeka | Connecting Fans

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Abby E

SoWal Guide
Staff member
Mar 1, 2016
2,247
1,524
39
South Walton FL
Lineup Update: Please give a warm welcome to Forrest Williams, Casey Kearney, and Luke Langford! Not only will they perform on the Orca Stage during Moon Crush – they’ll also each put on a live show at Mezcal Events Plaza at the Seascape Towne Centre during the week of the event.

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