By james art How does a small local music festival become a tourism engine? It starts with the realization that the next big urban event may already be in our backyard. Reno’s offbeat music festival, which just celebrated its 10th year, is a perfect example of how local support and community involvement can turn a grassroots idea into a city-shaping cultural tradition.
When Flip Wright started OffBeat, he drew inspiration from Boise’s Treefort Music Festival. Treefort began as a modest local showcase and has since become a city-defining event, attracting more than 30,000 people to 60 venues and featuring more than 400 bands. Although Reno-Sparks is only slightly smaller than Boise, the scale of support and investment they have given Treefort has made it a true economic and cultural engine for the entire region.
OffBeat is already on its way to achieving a similar impact. In early October, OffBeat connected more than 2,600 guests across eight different venues, featuring 55 artists from across the country, along with some of Nevada’s best homegrown talent—all against the backdrop of the emerging Brewery District.
But for OffBeat to reach its full potential, it needs more than a dedicated team who pour their hearts into bringing these events to life. It needs the support of our entire community. We urge our local leaders and tourism authorities to rally behind these local festivals, just as Boise did, to build the next generation of traditions that can take root in our region.
Nevada was recently named the most isolated state in the US, and new data shows that Americans are spending 90 minutes more at home each day compared to pre-pandemic levels. But that shouldn’t be our story. We can change that by creating experiences that draw people—not just to have fun, but to connect—with their neighbors, with new parts of the city, and with the creative, bold spirit that defines Reno.
Imagine a weekend of picking up your festival wristband at a boutique hotel, pouring margaritas and serving tacos under a wisteria-covered patio while a vinyl DJ sets the perfect tone for the night. Then you head down the street to discover two new folk bands at the Meadery, catch an improvised funk band playing in a cozy bar, and finish the night with a top DJ headlining in a newly renovated warehouse. With support, this is the kind of weekend that could be a consistent part of Reno’s future.
When we support these festivals and emerging traditions, we’re not just promoting tourism; we’re building the next generation of experiences that define what it means to live in and visit Reno. We have the talent, the venues and the energy. Let’s rally behind these events and grow them into citywide experiences that put Reno’s creativity on the map. This is OffBeat. This is Reno. Let’s build it together.
Chris Riley is a resident of Reno.
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