{"id":21408,"date":"2013-09-05T12:35:29","date_gmt":"2013-09-05T19:35:29","guid":{"rendered":"http:\/\/www.arizonafoothillsmagazine.com\/aznightlife\/?p=21408"},"modified":"2013-09-24T11:29:23","modified_gmt":"2013-09-24T18:29:23","slug":"steve-levine-explains-why-soundwave-is-not-at-a-water-park-this-year","status":"publish","type":"post","link":"https:\/\/www.arizonafoothillsmagazine.com\/aznightlife\/steve-levine-explains-why-soundwave-is-not-at-a-water-park-this-year\/","title":{"rendered":"Creator Explains Sound Wave Location Change"},"content":{"rendered":"

\"soundwave\"<\/a><\/p>\n

by: Amanda Savage<\/a><\/p>\n

When Sound Wave was announced this year, annual attendees felt that stomach-knot of excitement for what has become one of the year\u2019s most anticipated local music and partying events. The festival\u2019s distinct differentiating quality is its location at a water park. For four years ravers, partiers, music lovers and fun-havers have developed an expectation and anticipation for the water-logged feature of this festival.<\/p>\n

This year, however, \u00a0fans of the event were confused when they heard through the grapevine that the festival would be held as a block party in Old Town Scottsdale this year, not at a water park.<\/p>\n

\u201cHow can you not have Sound Wave at a water park?\u201d Creator of the event and founder of Steve LeVine Entertainment, Steve LeVine, explains.<\/p>\n

<\/p>\n

AFM: How did you create the concept for Sound Wave? What was the original intention of it all?<\/strong><\/p>\n

Steve:<\/strong> The original intention was that I wanted to, I mean, there\u2019s no secret. We’ve been doing parties for a long time. We are constantly coming up with new ideas and processes to throw different types of events. There\u2019s no question that I wanted to throw a party at a water park. I want to throw a party at a lot of places, whenever I go somewhere I\u2019m like, \u201chow do we throw a party here.\u201d How do we bring a lot of people in, how do we do something cool. Rather if it\u2019s a party or fashion event, concert, a big DJ or something like that. So, I definitely approached the water park saying, \u201chey are you guys interested? I want to create something here.\u201d It was a battle to get something going there for a while, because it\u2019s not a normal thing that happens at a water park.<\/p>\n

So as we progressed, we came up with this name and this idea, and the spot. We would run the water slides and do all of this stuff and have this great festival at a water park.<\/p>\n

The first one rained-out, so nobody really got to use the water park. Well, it didn’t get rained out, it was raining, it was the coldest day of the year, but we still got 4,000 people. So that kind of gave me hope that that this thing could grow. From that point, we decided to do it again, and it grew to like 6,000 – 6,500 people. Then we decided, \u201clet\u2019s try it one more time,\u201d and we got 10,000 people.<\/p>\n

All that being said, looking at the way the event grew \u2014\u00a0sure it was great that it was at this water park and all of that \u2014 but the water slides were not heavily used. A few people used them over and over again, and that was about it. There were never hundreds of thousands of people using these water slides. We decided that it wasn’t the focal point.<\/p>\n

When I went back to do the event again, there was another event coming to the market that was, too similar if you will, with what we were doing and we wanted to be exclusive.<\/p>\n

When I do something I don\u2019t want to be one of five festivals at a certain location. I want to do something that\u2019s innovative and creative. When we brought Sound Wave to the market it was fresh and cool. So I said, \u201cyou know what? Sound Wave is a great brand, people know the name now, we have some of the biggest DJs in the world play, so now, let\u2019s change it up a bit, still keeping the Sound Wave name.\u201d<\/p>\n

So, because The W<\/a> and Maya have done some pretty cool events, have a great name, and are high-end and exclusive, we decided, \u201clet\u2019s get to the city, and see if we can close down the street that connects the two.\u201d<\/p>\n

We still have some water features (being the two pool clubs if you will). Maya has been bringing in some of the biggest DJs in the world. I mean the line-up at Maya since April rivals some of the biggest clubs in the country.<\/p>\n

The thought process was simple, to not let any time pass, let\u2019s get another Sound Wave going, let\u2019s give the people what they want, and while we\u2019re planning that next Sound Wave festival we can plan a more compact street party. It still has the water features and the fact that we had the line-up that we have available to us, was keeping us going.<\/p>\n

I hear it everyday, people want these events. They want the biggest DJs. Tiesto hasn’t been here in almost five years. I’ve been working diligently throughout the past five years to bring him back. This was the opportunity. I could have just done a street party, or I could continue the brand.<\/p>\n

In the meanwhile, Sound Wave is going to take many forms, we\u2019re already planning different types of Sound Waves. We\u2019re going to do a Sound Wave \u2018Snow Edition,\u2019 so we\u2019ll take it up to a snow destination and do something that\u2019s not out there yet. \u2018Snow Edition\u2019 is just the working name, but it will have a more creative name with it that continues with the Sound Wave brand. Then of course we will return Sound Wave to a larger water feature in the future. Sound Wave will take many shapes within the next few years.<\/p>\n

<\/p>\n

AFM: So are you trying to experiment with the brand and see kind of where it works?<\/strong><\/p>\n

Steve:<\/strong> I don\u2019t think experiment is the right word. People love the brand, the brand is great. The brand has brought in some of the biggest DJs in the world, so why not continue to use the brand? In the meanwhile, yea, we\u2019ll start some other brand too. But throwing a street block party festival is nothing new to me. I\u2019ve been throwing street festivals here that have averaged over 5,000 people for a long time. I created Ghost Ball with Axis-Radius 12 or 11 years ago. That thing has grown an upward of 5,000 – 6,000 people. We threw street parties for the Super Bowl that had an upwards of 9,000 – 10,000 people, with Kid Rock, Snoop Dogg and P Diddy. Then, we threw a big block party for the NBA all-star game and got 40,000 people in over a weekend. So it\u2019s not experimenting, it\u2019s just instead of us not using the brand, it was just changing it up a little bit, and because we\u2019re connected to the pools, we thought it was perfect to continue with the name Sound Wave. People know it, they know what they\u2019re getting – a state of the art sound system, stage. Sound Wave is not this kidie festival. I think last year 30% were 18 – 20 year-olds and over 70% were 21 plus. So it definitely skews older.<\/p>\n

AFM: Ok, so I know you said the water theme will stay alive through the pools at Maya and the W, are there other ways you are keeping that alive? Will there be any other water attractions?<\/strong><\/p>\n

Steve:<\/strong> Our space is limited, so I can\u2019t bring any humongous water features out there. But we do have some water features that we are going to have as surprises throughout the event. We have some crazy ideas.<\/p>\n

We met with the city, everyone is behind us. It\u2019s funny because years ago you would say the name Tiesto, I knew who he was, but most people didn’t. You have city officials now saying \u201coh yea, we know who that is,\u201d it\u2019s pretty funny because it\u2019s so mainstream now. Also, because of the crowd we expect, we have to be very careful with certain types of water features and certain types of things.<\/p>\n

With Axis-Radius being under construction and becoming two new venues, that also takes from it. But we can still do 6,000 people on the street, but we want to make sure – it\u2019s going to be a little smaller than last time. I mean we\u2019re probably looking at a capacity of 8,000 on this one.<\/p>\n

We\u2019re looking to sell it out and provide a great party for the Scottsdale Entertainment District.<\/p>\n

AFM: Awesome. So I know Tiesto ranks as one of the highest paid DJs in the world, is this the most expensive Sound Wave you guys have thrown? Or does changing locations help with that at all?<\/strong><\/p>\n

Steve:<\/strong> I think it\u2019s right in line with the other ones. I mean, we are definitely spending money to make this, ya know, how can I say this? To throw a good party, you have to be creative, and of course you want to be frugal with the money you spend, but you don\u2019t want to cut corners to give the electronic experience, and the dance music experience. So we want to make sure that we aren’t cutting corners so you have something fun to attend, enjoy and take photos of and share. There\u2019s gotta be something to talk about, and unfortunately it\u2019s much more expensive now, even more than it was last year.<\/p>\n

AFM: So I know that some people are kind of bummed out that it\u2019s not at the water park, so what would you say to people who have their own opinions about it if you could talk to them directly?<\/strong><\/p>\n

Steve:<\/strong> It\u2019s just another event that we\u2019re bringing to the festival lovers, the music lovers and to people who love to go out. We\u2019re not stopping here. They can come to my office and see the next 100 events we have planned. We\u2019re going to have some festivals that are smaller and five-times larger. That\u2019s all I could say. I love music, I love entertainment, I love the experience and we\u2019re not going to stop. But we had an opportunity to bring \u2014\u00a0ya know I could have brought Tiesto into Maya for a limited amount of people, or I can do it outside, continue with the brand. Just don\u2019t get hung up on the fact that it\u2019s not at a water park. We\u2019ll think of something bigger and better I promise.<\/p>\n

Sound Wave is Saturday, September 21, for tickets and information visit\u00a0slentertainment.com<\/a>.<\/p>\n

Follow Amanda on Twitter @Amanda_Savage<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"by: Amanda Savage When Sound Wave was announced this year, annual attendees felt that stomach-knot of excitement for…\n","protected":false},"author":4,"featured_media":21410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4],"tags":[139,707,98,706],"class_list":{"0":"post-21408","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-interviews","8":"tag-featured","9":"tag-sound-wave","10":"tag-soundwave","11":"tag-steve-levine","12":"cs-entry","13":"cs-video-wrap"},"yoast_head":"\nCreator Explains Sound Wave Location Change<\/title>\n<meta name=\"description\" content=\""I could have brought Tiesto into Maya for a limited amount of people, or I can do it outside, continue with the brand. 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