Festivals In Focus: Q&A With High Sierra Music Festival’s Dave Margulies
HSMF will take place July 3 – 6 in Quincy, California.
By Team JamBase Feb 14, 2025 • 11:00 am PST
Live music festivals continue to grow in popularity and diversity as the landscape shifts and responds to trends and technological changes. JamBase’s ongoing interview series with promoters of music festivals looks for insights into the challenges and rewards of hosting memorable events. This installment presents a Q&A with High Sierra Music Festival's Dave Margulies.
High Sierra Music Festival returns to Plumas County Fairgrounds in Quincy, California on July 3 – 6. HSMF 2025 Blind Faith Early Bird Tickets are available now, ahead of the highly anticipated lineup announcement.
The history of High Sierra dates back to July 4, 1991, when the music festival debuted in Leland Meadows, California. Outside of pandemic years, HSMF has been held over July 4th Weekend, or close to it, ever since.
In 1998, HSMF relocated to Plumas County Fairgrounds and (with the exception of 1999) the site has hosted High Sierra ever since. The annual event has cultivated a distinct festival culture that emphasizes community and creativity.
Photo by Stuart Levine
High Sierra distinguishes itself with intimate Artist Playshops and songwriter-driven Troubadour Sessions and always memorable late-night concerts. Along with music, festival-goers can experience yoga and other classes, family activities and daily parades.
The festival’s commitment to maintaining an intimate atmosphere, despite its growth over three decades, has earned it a dedicated following of returning attendees who consider the annual gathering a family reunion of sorts.
Be on the lookout for the High Sierra Music Festival 2025 lineup to be announced soon. Get ready for HSMF by revisiting its past, present and future with the festival’s Dave Margulies.
It’s no secret that High Sierra Music Festival has faced some serious challenges in recent years. What made you and your team decide to bring it back for its 33rd year?
It’s been a rough road since returning from the pandemic, but with a late surge in ticket sales last year and some key cost saving measures, we were able to keep High Sierra alive. This festival is too unique and too beloved to just let slip away. The outpouring of support from the community kept us motivated to find a way to move forward.
That’s great to hear. Let’s talk about 2025 — High Sierra has a rich history of introducing fans to new talent. What can fans expect this year?
We’re super excited about what we’ve got in store. We’re curating a high caliber, eclectic lineup that stays true to what High Sierra fans have come to trust and appreciate from us. Rather than chasing big-name headliners, we’re bringing back a bunch of festival favorites while focusing on turning people on to artists they haven’t heard before. We book more than 50 acts each year, and for many fans these artists will be seen and heard by them for the first time in Quincy.
Take last year’s Cimafunk, for example. Before High Sierra, most of our attendees hadn’t heard of them, but by the end of the weekend they were one of the most talked about acts of the festival. A big part of the magic of High Sierra is giving music enthusiasts the thrill of discovering fresh emerging talent.
And over the years, we’ve seen countless bands experience “The High Sierra Bump” — getting that breakout moment that helps propel them to wider success.
Photo by Michael Pegram
What about the festival experience? Are there any new features or changes?
One big change is shifting the start time of the Grandstand Stage until later in the day to help everyone avoid the midday sun. We’re also looking to bring in additional shade structures at both Grandstand and Big Meadow. We’re actually increasing the amount of music performances this year by revamping the indoor venue that was formerly the Funk’n Jam House and turning it into the Lagniappe Lounge – a space where people can hang, escape the sun, and still enjoy great music, complete with couches, cocktails, and a great vibe.
We’re also introducing The Happy Glamper, a new premium accommodation option with climate-controlled furnished tents. This will be for the festival goer who wants to treat themselves and just show up and enjoy the festival without having to do any heavy lifting.
Fans will be happy to hear that. What’s been the response from the community since announcing the return of High Sierra?
All the enthusiasm and excitement has been incredibly validating. The overwhelming support and passion expressed on the High Sierra Music Festival Community Facebook page reinforces the reason why we do this.
What is your favorite thing about promoting an independent music festival?
For me, it’s twofold. First and foremost, I love seeing the energy and reaction of the crowd — whether it’s a band playing High Sierra for the first time – or even their 10th time.
Secondly, I love seeing musicians connect. With busy touring schedules, many don’t get to see each other that often, and High Sierra provides an opportunity to come together, collaborate and share quality time in the festival experience. For everyone involved in the festival from staff to vendors, and artists to audience it’s like a big family reunion every year where we get to come together and do this thing we all love.
What are 3 things you wish concert attendees knew about hosting and promoting an independent music festival?
1. How difficult it is to make it work financially.
2. How much advance planning goes into making it possible for us all to have the experience we do.
3. The dedication and hard work of everyone involved — from our entire team to the performers — who give it their all during the event.
How do you prefer to engage with brands or sponsors who want to come on board? What qualities do you look for?
I look for brands and companies that I feel will be embraced by the High Sierra community, brands that share the type of quality and values our crowd recognizes and appreciates. Many years ago we had one of the major monolithic mainstream brands exhibiting at the festival and that didn’t go well. You won’t see in your face corporate branding at High Sierra. Instead, we work with sponsors who understand the aesthetic of the event and that’s what makes the partnerships and the activations successful.
What are the qualities you look for when partnering with an artist for a festival?
Again, understanding the festival milieu that’s grown organically over 32 years. There’s a spirit of openness, of collaboration, of improvisation, of willing to do something out of the ordinary – musicians sitting in with other musicians they’ve never played with before that has become woven into the fabric of the festival.
What is the best advice you can give to someone looking to attend the festival in 2025?
Bring the best of yourself and be ready to have one of the greatest weekends of the year because that’s what everybody involved does and it’s what truly defines High Sierra.
Anything else you’d like to share with fans looking forward to High Sierra?
Yes. We’re continuing our Ambassador Program, which we launched last year. Fans can earn rewards by getting their friends to join them at the festival. It’s our way of acknowledging the High Sierra faithful — the people who have helped keep the magic alive for over three decades.
We’ll also be bringing back the High Sierra Band Contest, which is a way for bands that have always wanted to play High Sierra to have a shot at earning a spot on the lineup. It’s not just an opportunity for musicians, it’s also a fun way for the community to get involved and vote. The contest kicks off in mid-March, and we encourage any band dreaming of playing High Sierra to enter the contest.
High Sierra Music Festival returns July 3 – 6 in Quincy, California.
Artist announcements and the full ticket on sale — including FestivALL packages, RV passes, The Happy Glamper, and more — drop next week.
[JamBase is a media partner of HSMF.]
