For its first decade of existence the iconic Bonnaroo Music & Arts Festival was exclusively a destination camping music festival located on a 750 acre farm in rural Tennessee. In 2010, we had the idea of extending the Bonnaroo brand name to bring a version directly to our fans.

​

We approached Bonnaroo about building a series of traveling tours that would extend a sample of the festival experience to college campuses and towns where Bonnaroo’s core attendees lived. Each tour highlighted the music and comedy of Bonnaroo with on-the-verge talent and featured a ‘Presenting’ partnership with like-minded brands.

​

Alex Machurov conceived of the tours, led sponsor solicitation and management, was responsible for overall P&L, and oversaw the programming and tour activations.

 

Tours highlights:

​

• 2010 Bonnaroo College Comedy Tour Presented by U.S. Cellular (featuring Amy Schumer, Pete Holmes, Kumail Nanjiani, Reggie Watts, and more)

• 2011 Bonnaroo Buzz Tour Presented by StubHub (featuring Grace Potter & The Nocturnals)

• 2012 Bonnaroo 365 Tour Presented by Samsonite (featuring White Denim and Shovels & Rope)