Business Sense Arrow Straight: An Examination of Brand Community and Philanthropy Bordering on Social Entrepreneurship as Primary Reasons for the Success of Vans Warped Tour

Abstract

Methodology and Research DesignThe methodology and research design for this case study were threefold. First, author reviewed more than ten years of Warped and Kevin Lyman-related journalism for purpose of learning history, reported successes, and failures of entity. Second, author researched scholarly journal discussion of music festivals, brand communities, and entrepreneurship for purpose of putting in place a framework comprising factors that influence whether music festivals and entrepreneurs succeed or fail. Third, author reviewed a series of educational videos produced by Lyman and then interviewed Lyman for purposes of 1) validating and complementing research of journalistic reporting; and 2) compar- ing Lyman's statements to set of factors identified by scholars as influencing whether music festivals and entrepreneurs succeed or fail.IntroductionWarped is largest and longest-running touring music festival in United States (Ticketmaster 2015). Held in non-traditional venues such as fairgrounds, parking lots, and fields, it has been known as Vans Warped Tour since 1996. Though it began as a showcase for alternative and punk rock music, over time, Warped has evolved to feature diverse genres including hip-hop and ska.Warped's longevity appears resultant of smaller accomplishments, such as having built an extensive brand community and a long-standing and unwavering commitment to philanthropy bordering on social entrepreneurship. While Warped has not been without occasional misstep, those are typically quickly learned from and counterbalanced by entrepreneurial philosophy and skill of Lyman, who, over time, has developed a ten-point list of advice for budding entrepreneurs.Warped-which counts 2017 as its twenty-second year-shows no signs of slowing. The ultimate measure of success, however, may not be so much in future of fest itself, but rather in future shows, festi- vals, businesses, and brands that will launch, and have their own separate successes, inspired by Warped.HistoryKevin Lyman, founder of Warped, started his live events career producing college parties in 1980s using fraternities as venues and local bands as talent (Patton 2012). Following college, Lyman became a fixture in Los Angeles club scene, after a time, becoming stage manager for short-lived but legendary Long Beach, California punk rock club Fenders Ballroom, a job he says he landed because, I could read tech riders (Lyman 2015). In 1991, having never previously been on road, he was asked by Perry Farrell of Jane's Addiction, whom Lyman knew from those very same L.A. clubs, to stage-manage first Lollapalooza (Lyman 2015).Lyman ultimately graduated to producing his own events, initially extreme sports events including Board Aid, The Swatch Impact Tour, and Vision Skate Escape, where snowboarding and skateboarding headlined to backdrop of music (Patton 2012). It was those events that, when thematically turned on their heads to emphasize music over extreme sports, ultimately became Warped.Warped has consistently played between forty to fifty cities and sold around half a million tickets each year since its inception more than twenty years ago (Sculley 2005, 2014; Lyman 2015). The average fan of Warped is 17.7 years of age (Waddell 2011). The traveling entourage that is Warped comprises over eight hundred people (including over one hundred bands) traveling on nearly two hundred vehicles, about forty of which are buses (Waddell 2006, Gasperini 2008).The impact and importance of Warped have been recognized by Rock & Roll Hall of Fame and Museum through an exhibit titled Warped: 12 Years of Music, Mayhem and More. That exhibit ran for nine months in 2007 and told the story of America's longest-running touring festival and its impact on music world. After it closed, exhibit was placed into a time capsule to be opened at a special event in 2031 (Rock & Roll Hall of Fame 2007). …