PANAMA CITY BEACH, Fla. - Music lovers will have a new festival to add to their calendars. From the same producers of Pepsi Gulf Coast Jam and Spring Jam comes a festival called 'SandJam.'
"SandJam is basically a creation from what we continually hear more and more and more and more of, something other than country," said festival producer Rendy Lovelady.
This time, it will be a rock music festival, which Lovelady said will bring a whole new crowd to the beach during the last weekend in April. The Tourist Development Council approved the festival Tuesday and will sponsor it with $350,000, the same amount that went to Pepsi Gulf Coast Jam back in September.
"It's basically geared toward young professionals to bring in a new culture, a new environment... it's that 28-34-year-old person who wants to come to the beach and have a great time," said Lovelady.
Instead of the festival being held at Frank Brown Park or Aaron Bessant Park, it will be held by the County Pier on the sand.
"We think it's a great opportunity for us to continue to promote Panama City Beach 12 months out of the year," said TDC Executive Director Dan Rowe.
Rowe said since the council shifted their focus to non-summer event in 2009, they've seen their revenue double for those months.
"This will allow us to continue the momentum and revenue growth outside the summer," said Rowe.
Lovelady said his team at PCB Entertainment will start booking artists as soon as this week.
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