Put on by a non-profit group promoting the area, the Festival wasn't created to make money. But it nonetheless has been struggling to draw attendees and find an artistic focus. Ticket sales dropped last year, and while organizers say that number will go back up this year -- "We are way ahead of last year, so we anticipate that we are going to be selling out," says the festival's Executive Director Todd Steadman -- they recently requested another big cash infusion from the city of West Hollywood.
The event hasn't been able to pay for itself. According to the festival's tax returns, in 2011 its expenses -- through sponsorships and ticket sales -- were about $100,000 more than its revenues. Last year, meanwhile, the event saw a sharp drop in ticket sales (organizers declined to give an exact figure) and again failed to break even.
SoCal residents routinely head out to the desert for events like Coachella, but those in charge of the Sunset Strip festival blame last year's attendance downturn on hot weather. "It was 90-plus degrees, so a lot of people made the last-minute decision that it was too hot," says Nic Adler, the owner of the Roxy and a co-producer of the festival.
This year the festival takes place the first three days of August, and organizers have asked West Hollywood for $100,000, on top of the $95,000 that the city was already set to donate. While this is likely a drop in the bucket for a thriving municipality, it begs the question: Is the festival sustainable?
West Hollywood's City Manager, Paul Arevalo, speaking with local publication Weho Ville suggests it's got a long way to go. "For successful music festivals, their success is based upon sponsorship and the 'VIP experience' they can create. We are not at that level yet."
Nonetheless, representatives of both the city and the festival insist that, regardless of its financial well-being, the festival is important.