Major Northern California music festival in danger of going out of business ...Middle East

The High Sierra Music Festival is at a make-or-break point in its storied history.

The four-day music festival — which annually draws thousands of Bay Area music fans to the Plumas-Sierra County Fairgrounds in Quincy — has seen historically bad ticket sales so far.

The sales have been so disappointing, in fact, that the festival is in danger of going out of business, according to High Sierra producer Dave Margulies.

Organizers are hoping for a last-minute rush on ticket sales so that High Sierra — which is celebrating its 33rd year in 2025 — can continue to delight music fans for decades to come.

Margulies and company have certainly put together an enticing lineup of talent for this year, with Peninsula bluegrass star Molly Tuttle, East Bay rapper Lyrics Born, South Bay-rooted ALO and many others set to appear during the festival run from July 3 to 6. For the complete lineup and ticket information, visit highsierramusic.com.

I recently had the chance to interview Margulies and learn more about this troubling time in the festival’s history.

Q: How dire is the situation with the festival?

MARGULIES: Ticket sales are the softest we’ve seen in our 25 years in Quincy, and unless there’s a significant last-minute surge, we face serious financial losses.

But we’ve committed to moving forward and planning is full steam ahead. The 55 band lineup is outstanding, filled with a mix of long-time festival favorites and future favorites that are waiting to be discovered.

We’re pouring everything we’ve got into making this festival happen, because we believe in what it means to this community and beyond. But we need to sell a lot more tickets. We hope anyone who has been on the fence, decides to come. Every ticket purchased helps keep the possibility of High Sierra’s future alive.

Q: Why have things gotten so bad in terms of ticket sales?

MARGULIES: It’s a combination of factors. The state of the world and general economic uncertainty are certainly playing a role and many fans are feeling the squeeze on discretionary spending. Music festivals across the country are seeing slower sales, so we’re not alone in this predicament.

There’s also a lot of competition this summer. Dead & Co. recently finished a slew of shows at The Sphere in Vegas and just announced three massive 60th anniversary shows in Golden Gate Park. Phish, usually on the East Coast over July 4th weekend, is playing Boulder.

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These shows pull from the same fan base and the available financial pool as we do. Last year’s record-breaking heat didn’t help either. But with this year’s forecast calling for highs in the upper 80s to low 90s, we have the weather on our side and we’re hopeful that folks will return in force.

Q: So, will the festival for sure be held in 2025?

MARGULIES: Yes. After considering every option, including the difficult possibility of canceling to minimize financial loss, we’ve chosen to move forward. We know it’s a risk, but the spirit of High Sierra and the community behind it are worth believing in.

This is a moment that calls for heart and belief over caution and fear. So we’re moving ahead, honoring the experience we’ve built together for three decades.

Q: Tell me about the artists appearing on the 2025 bill.

MARGULIES: This year’s lineup is a testament to High Sierra’s mission of discovery, featuring artists like Molly Tuttle, Lyrics Born, ALO, Dogs in a Pile, Daniel Donato’s Cosmic Country, and rising star Grace Bowers & The Hodge Podge. Other highlights include John Craigie, Mikaela Davis, The Slip, Steve Poltz, and a special performance by Amy Helm and the Helm Midnight Family Ramble, marking the first time this project will appear outside of the barn that her father — Levon Helm, drummer for The Band — made famous in Woodstock.

At least four members of the Trey Anastasio Band will appear in various projects, including LaMP (Russ Lawton, Ray Paczkowski, and Scott Metzger), Jennifer Hartswick as artist-at-large and Natalie Cressman performing Brazilian jazz with Ian Faquini.

Q: Will the festival be held in 2026?

MARGULIES: We sure as heck hope so, because keeping High Sierra alive means more than just another year of music.

It means preserving a tight-knit community rooted in music discovery and connection. It means one-of-a-kind artist collaborations and tributes you won’t find anywhere else, and spontaneous sit-ins that have become part of the legacy of High Sierra. It means families marching together in parades with giant puppets and a brass band, kids enjoying music and activities in the Family Village, and four unforgettable days of shared magic.

We don’t want to let that go.

Q: Is the festival actually in danger of going out of business?

MARGULIES: Yes. But with our community’s support, we can preserve the magic and quality of experience of this uniquely intimate, independent, homegrown festival.

Q: What makes this festival important and special?

MARGULIES: High Sierra has always been more than just a festival to me. It is an gathering that has grown organically over decades that weaves music, and community into something truly different, in a natural setting, not a corporate amphitheater, and that’s something that larger festivals simply can’t provide.

I’ve watched generations grow up at High Sierra. Children who once rode on their parents’ shoulders are now bringing their own little ones. They form lifelong friendships, and build traditions that keep them coming back year after year.

Artists come here ready to give more of themselves. They collaborate, explore new creative territory, and find inspiration in the energy of this place. High Sierra leaves a lasting mark on them, and on all of us.

High Sierra Music Festival has become a cultural touchstone. It has a vibrant, ever-evolving spirit that extends far beyond the music. I believe in it fully, and I am committed to seeing it continue on.

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