The band is hosting a three-day food and music festival Oct. 21-23 at Riley Park in Charleston, S.C., that will feature a new experience for a couple hundred VIPs.
“This is a big statement for us,” Brown said. “This is a sign of the future, of how we’re going to be approaching our fans and our shows and our Southern Ground festivals.”
Brown said the stage will extend to the right and to the left of general admission and stage boxes will be set up on each side. Fans in these areas will be served food prepared by chefs throughout the day. Brown’s also taking over all the concessions in the park.
“This is real wine and real food,” Brown said. “It’s not just what’s cheap. It’s not a $12 bag of nachos with some Cheez Whiz on them.”
Jack Daniel’s will have a presence at the festival under a new partnership with the band. It’s the first formal sponsorship deal with a music act in more than a decade for the whiskey maker.
“What we liked about the Zac Brown Band in particular was they are someone who could play the Ryman one night and Bonnaroo or Coachella the next night,” said Jeff Arnett, Jack Daniel’s master distiller.
A lineup and more details about the festival will be released at a later date.