6 new things you’ll find at this year’s Lallycooler Music Festival

This piece is sponsored by Washington Pavilion Management Inc.

Lallycooler Music Festival returns for its second year this July with a new venue, expanded offerings and upgraded experiences.

The two-day festival presented by MarketBeat returns July 10–11 featuring headliners Darius Rucker and Jason Derulo, along with Gavin DeGraw, Bow Wow, Josh Ross, Braxton Keith, Graham Barham, Weston Frank and Goodroad.

Ticket sales already are outpacing last year’s inaugural event.

“We’re doing way better than last year,” said Darrin Smith, president and CEO of Washington Pavilion Management Inc., which produces the festival. “I think Darius Rucker is a big part of that. There’s a lot of energy around him in a way we didn’t have on Friday night last year.”

Here’s a look at what’s new this year.

A new venue — and easier parking

Perhaps the biggest change is the move from Great Bear Ski Valley to Sioux Falls Stadium.

The new location puts the festival in the heart of Sioux Falls and gives attendees something many requested after last year’s event: on-site parking.

“We got a lot of feedback that people wanted to drive themselves to the festival and park on-site,” Smith said. “That was a big driver to locate smack in the heart of Sioux Falls on an established entertainment footprint with tons of parking.”

The stadium setting also creates a more traditional festival layout while making it easier for guests to get in and out.

“It’s all about the festivalgoer experience, both getting to and from the festival and while you’re here,” Smith said.

More choices for food and beverages

Festival food has become part of the attraction at many major events, and Lallycooler is expanding its offerings significantly.

Last year featured eight food trucks. This year, attendees will find 12 food trucks, including Chick-fil-A, along with local favorites and returning vendors.

The biggest difference might be behind the bar – where beverages will be flowing much more easily than last year.

“We had a handful of bars last year, and we paid the price with wait times longer than anyone would have liked,” Smith said.

With Sioux Falls Stadium as the venue, organizers can utilize built-in concession infrastructure throughout the concourse.

This year, festivalgoers will have access to approximately 25 points of sale for food and beverages, including additional bars located on the field and in the Backstage Bar & Bites area sponsored by Lloyd Construction.

New activations and experiences

Music remains the centerpiece of Lallycooler, but organizers are adding more activities throughout the grounds.

The festival’s activation zone will include mechanical bull riding, a permanent jewelry vendor, festival merchandise and interactive experiences from community partners.

“We’re really trying to make this not just about great music but a great overall experience,” Smith said. “We’re trying to think about all the little things.”

Attendees also can expect interactive displays from organizations, including Waste Management and Drive Safe SD.

The Backstage Bar & Bites area will feature food trucks, beverages and what Smith jokingly calls “the largest mobile bar in the Upper Midwest.”

Whether or not that’s officially true, the oversized party bar is expected to become one of the festival’s most popular gathering spots.

A reimagined VIP experience

The Amy Stockberger Real Estate VIP Experience receives a major upgrade this year.

Last year, VIP capacity was limited by the space available at Great Bear’s lodge and deck.

At Sioux Falls Stadium, organizers are building on the stadium’s existing multilevel structure in right field to create a four-level VIP environment.

“It starts with an exclusive VIP entrance and your own dedicated parking,” Smith said. “Once you’re inside, it’s a four-level VIP experience.”

VIP guests will have access to elevated viewing areas, private bars, private restrooms, lounge seating, dedicated shaded spaces and a tented area that extends toward the stage.

“It’s actually going to be a really cool experience,” Smith said. “If you’re looking to be in the sun, there’s plenty of that. If you’re looking to be in the shade, we’ll have covered areas you won’t find in general admission.”

New ways to get involved

Lallycooler continues to grow as a community event.

This year’s charitable beneficiary is Owen’s Outfitters, a Sioux Falls nonprofit that provides adaptive outdoor recreation opportunities for individuals with disabilities.

Festival organizers also continue to rely on volunteers to help create the event experience.

In addition, many local businesses are participating through sponsorships, activations, food service and other partnerships that help bring the festival to life.

“We want this to be a festival for Sioux Falls,” Smith said.

To learn more about volunteering, visit here.

A party that keeps going after the music stops

For those who aren’t ready to call it a night when the final act leaves the stage, organizers have a new solution.

PAve will host the official after-party in downtown Sioux Falls each night, with Midwest Party Express providing complimentary shuttle service between the festival and downtown.

The idea actually came from festivalgoers.

“Last year, when the festival ended, we had a lot of younger people tell us it was only 11:30 and they weren’t ready to go home,” Smith said.

Some attendees even convinced shuttle drivers to make unofficial stops downtown.

“So we thought, let’s lean into it,” Smith said.

The result is a dedicated after-party experience that allows attendees to continue the celebration while leaving transportation to someone else.

Ready to join the party?

Smith said organizers intentionally have built a lineup and festival experience designed to appeal to a broad audience.

“We don’t want to get pigeonholed into all country, all pop, all rock or all anything,” he said. “There are a lot of music tastes in this region, and we want to be that festival for everybody.”

Single-day and two-day passes, VIP tickets and additional festival information are available at lallycooler.com.