Photo: Aaron Bradley
As the summer sun sets and the crisp fall air rolls in, dance music enthusiasts turn their attention to Chicagoland’s annual Labor Day EDM festival, North Coast. Celebrating its 14th year, the 3-day festival expects to host over 80,000 attendees, all coming together to celebrate their differences and give summer a proper sendoff. With its fastest-selling presale to date, North Coast 2024 is already shaping up to be one for the history books.
Over the past decade, North Coast has solidified itself as a staple of Chicago’s music scene. In 2019, the festival rebranded to focus solely on dance music, and since then it has consistently attracted some of EDM's most renowned artists. While headliners like ILLENIUM, Above & Beyond, and Subtronics may be enough to convince you this year, NCMF never fails to curate an eclectic roster of artists fit for every raver.
Though the star-studded lineup plays a major role in the festival’s success, North Coast sets itself apart by paying close attention to its multi-sensory, immersive experiences. Scattered across the grounds of SeatGeek Stadium are seven distinct stages, each equipped with top-of-the-line production and a euphoric atmosphere. Whether Coasties want to brave the flames of the Incendia Fire Pit, find serenity in the Chill Dome’s tranquil oasis, or put their minds to the test to locate the secret speakeasy Club Coast, the opportunities are endless.
Photo: Don Idio
Did someone say side quests?
Choose your adventure at North Coast and discover vibrant art installments like the Rainbow Lounge and the Pixel Path. Or dive into stimulating attractions and sponsored activations like the North Coast Yacht Club and the Ferris Wheel. Whatever you choose, prepare for an unparalleled journey into a world of dynamic performances, experiential thrills, and life-long memories.
North Coast’s success didn’t happen overnight, however. Since its inception in 2010, one key player has helped shape the festival into what it is today. Pat Grumley, one of the Founding Partners who doubles up as the Marketing Director, has dedicated over 20 years to the industry. His reigning expertise is fueled by his interest in art-centric experiences and all facets of event production. North Coast owes much of its success to his forward-thinking approach and talent for crafting innovative marketing strategies.
We are thrilled to have had the opportunity to speak with the visionary himself and learn more about his role. Read our chat with Pat Grumley below!
Please share your primary responsibilities for North Coast Music Festival.
I’m one of the Founding Partners and the Marketing Director. The partners make decisions together and my focus is marketing and branding.
How do you create a unique marketing strategy for such a large-scale event each year?
It’s an ever-changing strategy. We’re constantly looking at ROI for our ad spends and balancing a budget on initiatives with direct ROI and things that contribute to our branding and overall aesthetic, but don’t have a quantitative value.
How do you tailor North Coast’s diverse lineup to the evolving nature of dance music?
We like a good mix of established artists, icons, and emerging sounds. We’re also proud of how much really good regional talent is on the lineup each year. We like to support local as much as possible.
What challenges have you faced while organizing NCMF? What adjustments did you make in response to those challenges?
As an independent group, we’ve always been learning as we went along. We’ve made a lot of mistakes but you learn and work out the kinks.
Photo: Aaron Bradley
What inspires new developments that you introduce to enhance the overall festival experience? Any surprises or upgrades for this year specifically?
Every year we do a fan survey and try to tailor our festival to what the fans want. This can be anything from the talent to production to customer service to food and vendors. Every aspect is evaluated and we listen to our attendees and do what we can.
What are your long-term marketing goals for NCMF?
I just want NCMF to continue to be a home for people. The vibe of the fest comes from the people and it seems like we’re on the right path.
What has been the most rewarding part of your career? Can you share a memorable highlight from over the years?
North Coast year one was a turning point for us so it’ll always be special. We’ve done a lot of different festivals since then but NCMF was the first. Almost 15 years later I’m proud of what it’s become. There’s a real community there.
Comparing yourself from the start of your career – what is one piece of advice you’d give your past self?
No one bats a thousand.