CLEVELAND CMJ music fest prepares for another go

The Cleveland music festival takes lessons learned into its sophomore run.
By JOHN BENSON
VINDICATOR CORRESPONDENT
After an auspicious but respectable debut in late spring 2005, the CMJ Rock Hall Music Fest returns Wednesday through June 18 to the shores of Lake Erie at various Northeast Ohio clubs.
"Last year was pretty much everything we had expected and then some," said CMJ Network Chief Executive Officer Robert "Bobby" Haber, calling from New York City. "Once you get an event under your belt, a lot of things begin to become second nature."
Added Todd Mesek, senior director of marketing and communications of the Rock and Roll Hall of Fame and Museum, "Last year when we did this, we were just trying to get it off the ground and trying to get something started in Cleveland. We were very pleased with the success we had, with 18,000 tickets sold and half of the visitors coming from out of town. So we're just trying to continue it and keep this thing growing from year to year."
Among the more notable acts listed on this year's schedule include Matisyahu (June 15 at the Agora), Alejandro Escovedo (June 15 at the Beachland Ballroom), Ben Kweller (June 16 at the House of Blues), Mike Doughty Band (June 17 at the House of Blues) and Mushroomhead & amp; Chimaira (June 17 at the Plain Dealer Pavilion).
Mesek added that after last year's start, festival officials couldn't wait for the sophomore year to arrive, having gained tons of knowledge and experience that organizers hope will make this year's event that much better. From an economic standpoint, five-day festival passes -- which allow the holder entry into all shows at any participating venue on a first come, first serve basis -- are only $50 (individual show tickets are available for purchase). That's exactly $100 cheaper than last year's event.
The reason behind the change stems not from attracting more concertgoers, which Mesek adds is a bonus, but the fact organizers now have a better handle on anticipated costs. Last year, they were admittedly flying blind.
Room for improvement
Another reason for optimism involves the Festival Village tent, which last year featured 10 up-and-coming bands and was located in the Powerhouse parking lot on the Flats' West Bank. There's no denying this was 2005's biggest failure, attracting a very slim audience. While it may seem like the perfect location, Haber believed the combination of weekday afternoon shows without national bands to draw music fans was a contributing factor.
So for this year, the Festival Village tent, which has been moved to the Rock and Roll Hall of Fame and Museum courtyard, will feature a mix of emerging national bands, as well as nationally recognized indie acts -- Nebula, The BellRays, Army of Me, Aberdeen City, Heavenly States, SSM and Apollo Sunshine -- for performances June 16-18. Plus, and perhaps more importantly, admission is free.
"We certainly learned some lessons," Mesek said. "I'm happy that we're having the Festival Village at the Rock Hall. I think that makes a lot of sense, even optically bringing it to the Rock Hall, the main producer of this event. So that's an important change for us."
What to expect
As far as expectations for this year's event, varying degrees of growth are expected. If you ask Mesek, any attendance over last year's mark is acceptable, while Haber has his sights set a bit higher.
"We're looking to at least increase that by 50 percent, hopefully doubling that," Haber said. "Last year we had a $3 million contribution to [the city of] Cleveland based upon [tourism] surveys. We're really hoping to exceed that. And if the weather is cooperative, you never know."
Just as the Rock Hall has survived by the mantra "if you build it, they will come," the CMJ Rock Hall Music Fest is hoping the same applies to this still fledgling festival.
"It's the festival everyone has been asking about," Mesek said. "It's a great summer event in Cleveland. It's hot new music, and we hope everyone will come down and enjoy it."