The journey towards a groundbreaking festival commenced with a single song. In 2022, Stacy Vee, the executive vice president of Goldenvoice/AEG, alongside Austin Neal, the booking agent for country music sensation Morgan Wallen, strategized for Wallen’s major headlining performance at the 2024 Stagecoach festival. Wallen’s hit track “Sand in My Boots” had just ascended to his fifth No. 1 position on Billboard’s Country Airplay chart, setting the stage for an innovative and exciting collaboration.
“I couldn’t shake off the melody of the song, and it sparked an incredible idea,” Vee explains in an email. “I suggested the concept of collaborating on a [festival] and allowing Morgan to curate an unforgettable experience on a scenic beach, aptly titled Sand in My Boots. Coincidentally, they were concurrently discussing the same thrilling idea, which shows the synergy in our creative visions.”
“Morgan’s diverse musical interests and influences are vast, and we believed it would be an amazing opportunity to showcase that variety on a grand stage,” Neal elaborates via email. “Moreover, it felt like a legacy project and a perfect chance to assemble artists he admires and listens to, creating a memorable show featuring them all together at once.”
As the vision transforms into reality, the inaugural Sand in My Boots festival is set to take place from April 16-18 on the stunning beaches of Gulf Shores, Alabama, a location previously renowned for hosting the Hangout Festival.
Headliners for this diverse lineup include Wallen, Post Malone, and Brooks & Dunn, alongside a plethora of artists that Wallen personally cherishes. The lineup features talented country artists like Ella Langley, Hardy, Ernest, Treaty Oak Revival, Riley Green, and Bailey Zimmerman, as well as hip-hop stars such as Wiz Khalifa, 2 Chainz, BigXThaPlug, and Moneybagg Yo, plus indie rockers like The War on Drugs and Real Estate.
“When the idea of Sand in My Boots began to materialize, it was crucial for me to create a festival featuring artists I genuinely enjoy and listen to regularly,” Wallen shares in an email interview. “The prospect of blending various musical genres was exhilarating, and I hope the fans share in that excitement.”
“It felt like there was a significant gap in the landscape of a country-driven multi-genre music festival,” Neal expresses. “Our festival embraces other genres rather than solely focusing on country, allowing us to present a more eclectic experience curated around Morgan’s musical influences and personal tastes.”
Few festivals can boast the same level of musical diversity as Sand in My Boots, showcasing acts from an array of genres. “We didn’t embark on this journey to fill a void, yet it seems that is precisely what we have accomplished,” Wallen states. “We have formed a festival that centers around my country roots, naturally incorporating a medley of sounds. Sand in My Boots was truly born from the desire to create something I can take pride in and to host a festival that these talented artists look forward to attending.”
Wallen and Neal, who began managing Wallen last summer, reflect on their biggest hurdle: questioning whether fans would embrace the multi-genre concept. “Would the audience be receptive to it? Would the artists enjoy performing at it? How do we ensure a memorable weekend for our fans that encourages them to return?” Wallen ponders.
Their concerns proved unwarranted. The festival’s 40,000 tickets sold out in less than two hours, according to Vee. However, Neal admits there were lingering doubts about the ticket sales. “The night before tickets went on sale, Morgan and I joked, ‘People will either love it or dislike the variety of music at a festival centered on that,’” he recounts. “The swift sellout indicates a broader audience out there who appreciate all styles of music.”
“I believe this rapid sellout is a testament to the dedication of everyone involved in crafting and delivering a lineup that fans were eager to experience,” Wallen adds. “I wasn’t particularly worried; I was more curious about their reactions, and I am immensely grateful that they responded positively by selling out so quickly.”
Currently, a waiting list exists for all tiers of tickets, which range from general admission at $599 plus $77.87 in fees to the exclusive Livin’ the Dream package priced at $7,999 plus $1,039.87 in fees. Additionally, as has been the case with Wallen’s concerts over the past few years, $3 from each ticket sold will be donated to the Morgan Wallen Foundation, which supports youth music and sports programs.
Wallen and Neal collaborated closely with AEG on every aspect of the festival. “We advised on everything from production to artistic curation and graphic design. Ticketing, sponsorship, and merchandise were all developed in partnership with AEG,” Neal explains.
“Morgan was incredibly collaborative,” Vee remarks. “He contributed fantastic ideas, staying hands-on with activations, sponsors, and the overall creative vision. He was involved in every detail, proving to be an excellent promoter. His quick feedback through his manager was invaluable.”
Unfortunately, the one uncontrollable element is the weather. Thankfully, as this article goes to print, the forecast looks promising with clear skies for the festival’s three days. When asked about his weather checks, Neal humorously mentions, “Every minute.”
The festival’s opening day aligns with the release of Wallen’s highly anticipated new album, I’m the Problem, although this timing was coincidental. “I wish I could say it was planned, but it simply worked out that way,” Neal explains. “The timing aligned perfectly with the weekend, and we thought it would create a unique experience surrounding the release of his fourth studio album.”
Wallen plans to perform a few new tracks during his set. However, given the numerous demands on his time due to the festival and album release, Neal indicates that it’s unlikely Wallen will make guest appearances on stage to join other artists.
Despite this year’s event selling out instantly, Neal mentions no plans to expand to a second weekend for future festivals. “We are satisfied with its current structure,” he states. “It’s an exclusive event confined to one weekend, where every detail is meticulously curated.”
The only disappointment thus far has been the rock band 3 Doors Down having to withdraw due to lead singer Brad Arnold’s cancer diagnosis. “It’s incredibly heartbreaking, and I genuinely empathize with Brad during this challenging time,” Wallen expresses. “I’m praying for him and his family, hoping they find the strength to navigate through this difficult period.”
