After receiving his star on the Hollywood Walk of Fame in Los Angeles Tuesday (Oct. 16), Richard Branson announced the first-ever Virgin Fest slated for 2019.
Virgin Fest is being touted as a multi-experiential festival series centered around music, exploration, innovation and generosity. The festival series plans to stand out in the crowd of live events with diverse musical acts, cutting edge technological experiences, exclusive content and a commitment to sustainability.
“The heart of the Virgin brand has always been music and entertainment. This morning I humbly accepted a star on the Walk of Fame, honoring Virgin’s long history with music and recording, and now I’m thrilled to share that we are launching Virgin Fest, an innovative music and technology experience that will be unlike any other festival series,” Branson said in a release. “I am incredibly grateful to have received such an esteemed honor for the work Virgin has accomplished to-date, but I can’t help but think we are really just getting started.”
The music and tech focused Virgin Fest events promise guests special ‘surprise and delight’ popups at each festival, cashless pay, seamless upgrades, innovative VIP experiences and non-profit integrations throughout. The series is also promising premium food and beverage vendors, eco-focused hydration stations, clean flushing toilets and premium lodging and transportation options.
Dates and locations as well as lineup and ticket information are expected at a later date.
CEO of Virgin Produced, Jason Felts, and founder of the music festival brand KAABOO, Bryan Gordon, will serve as co-managing directors of Virgin Fest.
“Our brand’s commitment to the music industry coupled with my partner’s shared appreciation for one-of-a-kind experiences makes the launch of Virgin Fest that much more exciting,” said Felts in a release. “We look forward to bringing guests a positive festival experience so unique, and so inclusive, that it could only have been born at Virgin.”
This article originally appeared in Billboard.