Better Late Than Never
Since its inception in the late 1980s, the Green River Festival had never been canceled. Until last year.
And Jim Olsen wanted to give it every chance to return in 2021, even if it meant moving the date from mid-July to Aug. 27-29 — which turned out to be unnecessary, but hey, better safe than sorry.
“It was definitely a challenge to plan on so many levels,” said Olsen, president of Signature Sounds, the Northampton-based company that produces the annual festival in Greenfield.
“It became apparent in January that July wasn’t going to fly — at least, it didn’t seem that way at the time,” he went on, a perception that speaks volumes about how far the state and the nation have come with COVID-19 case rates and a massive vaccination effort. At first, the move seemed prescient, especially after Gov. Charlie Baker announced the state would fully reopen, without gathering restrictions, on Aug. 1.
No one knew the governor would eventually shift that date to May 29, but Olsen doesn’t mind an extra month to get the Green River Festival right, even if the planning got a little thorny.
“We had already booked all the musicians for July, and we had to scrap that and start over again for August,” he said — a feat in itself, since musicians tend to book a series of shows in succession, and it’s not always easy to shift dates around.
“These musicians are dying to get back out there. They depend on being on the road.”
But shift they did, and this year’s festival features about 30 bands, headlined by the likes of Jon Batiste, Shakey Graves, Ani DiFranco, Valerie June, and Drive-By Truckers over the event’s three days. Check out greenriverfestival.com for the full lineup and plenty of other information.
Speaking of changes, the festival also had to find another venue after 33 years at Greenfield Community College, which announced earlier this year it would be closed for the summer. The new host is the Franklin County Fairgrounds, which actually offers more space, Olsen said. “It’s a great site, and we’re really excited about it. I feel it’s going to be a new and exciting chapter for us.”
He’s not the only one who’s excited. Musicians have struggled badly during the pandemic like few businesses have — and, make no mistake, music is a business, one that relies on live performance.
“These days, you really don’t make much money recording,” Olsen said of a market that has radically de-emphasized physical product in favor of streaming. “It’s all in the live shows. These musicians are dying to get back out there. They depend on being on the road.”
While they’re enjoying this year’s stop along that road — the event will feature music on three different stages throughout the weekend — the festival will also feature plenty of what fans have loved in the past, from Berkshire Brewing Co.’s beer and wine tent to food trucks hailing from across the Northeast to the Makers Market, a collection of regional artisans selling handmade crafts, jewelry, clothing, and more.
“We’ve worked very hard building a world-class crafts market,” Olsen said. “We like to represent the best of Western Mass. at the Green River Festival. That’s why we continue to do so well.”
Tickets cost $139.99 for the weekend, but patrons can attend Friday only for $44.99 or Saturday or Sunday for $69.99 each day. Camping is available, but RV passes are already sold out.
“Our ticket sales have been very, very strong, from the minute we announced it,” Olsen said. “There’s so much anticipation among people to get back to life, to get back out and enjoy the stuff we love. I’ve always felt like this was a big community party — and this year, it’s going to be supersized.”