Back in Time Today
The music world lost a true visionary when Bonnaroo co-founder Jonathan Mayers passed away at age 51. Mayers helped transform how we experience live music through the legendary Tennessee festival he created in 2002. His innovative approach to festival culture created a blueprint that countless events have followed, combining music, art, and community in ways never seen before.
1. The Farm’s Birth
Jonathan Mayers saw potential where others didn’t. In 2002, he transformed a 700-acre Tennessee farm into what would become hallowed music ground. The location wasn’t near any major city, breaking festival convention.
Mayers believed fans would travel for an immersive experience worth the journey. He was right. The Manchester, Tennessee site became known simply as “The Farm” to thousands of devoted attendees.
This bold location choice created a self-contained music universe where the outside world faded away, allowing festival-goers to fully immerse themselves in the experience.
2. Multi-Day Camping Revolution
Before Bonnaroo, major American music festivals rarely offered comprehensive camping options. Mayers envisioned a different approach – a self-contained music city where fans lived together for four days.
This camping model fostered a unique community spirit unlike typical concert experiences. Festival-goers became temporary neighbors, sharing meals, stories, and creating bonds that extended beyond the music.
The camping innovation transformed Bonnaroo from merely a series of performances into a life-changing communal experience. Many attendees cite the camping atmosphere as the reason they return year after year.
3. Genre-Blending Lineups
Mayers rejected the standard practice of building festivals around a single musical genre. Instead, he pioneered eclectic lineups that might feature jam bands, hip-hop artists, electronic DJs, and country singers on the same day.
This bold programming choice exposed fans to music they might otherwise never experience. The 2004 festival exemplified this approach with Trey Anastasio, Dave Matthews, and The Dead sharing billing with The Flaming Lips and Bob Dylan.
Mayers understood that musical tastes were more fluid than industry executives believed. His genre-defying lineups became Bonnaroo’s signature, influencing countless festivals that followed.
4. Late Night Sets
Mayers pioneered the concept of scheduled programming that continued well past midnight. While other festivals shut down in the evening, Bonnaroo was just getting started with special late-night performances that often ran until sunrise.
These after-hours sets became legendary moments where artists felt free to experiment. Memorable late-night magic included Skrillex’s sunrise sets and SuperJam collaborations that brought together musicians who had never performed together.
By programming around the clock, Mayers maximized the festival experience and created a space where time seemed to operate differently – a temporary world with its own rhythm and rules.
5. SuperJam Collaborations
One of Mayers’ most brilliant innovations was the SuperJam – one-time-only collaborations between artists who wouldn’t typically perform together. These unique musical moments became Bonnaroo’s signature events, impossible to experience anywhere else.
Famous SuperJams included D’Angelo’s return to performing in 2012 and Jim James leading tributes to John Lennon. Mayers created a festival environment where artists felt comfortable taking creative risks and stepping outside their comfort zones.
These collaborations generated buzz beyond the festival grounds and became highly anticipated moments that other festivals attempted to replicate but never quite matched.
6. Silent Disco Pioneer
Looking for ways to extend the dance experience without violating noise ordinances, Mayers introduced one of the first major Silent Discos at an American festival. Attendees wore wireless headphones broadcasting multiple DJs simultaneously.
The Silent Disco created a surreal scene: hundreds of people dancing energetically in what appeared to be complete silence to outsiders. This innovation allowed the party to continue all night while respecting sound regulations and nearby campers who needed rest.
The concept proved so popular that Silent Discos became standard features at festivals worldwide, demonstrating Mayers’ ability to solve practical problems with creative solutions.
7. Food Vendor Revolution
Mayers transformed festival food culture by rejecting standard greasy fair offerings. He recruited local restaurants, food trucks, and artisanal vendors to create a diverse culinary landscape that became an attraction itself.
Spicy Pie pizza became as much a Bonnaroo tradition as any musical act. The festival’s food courts featured everything from gourmet grilled cheese to authentic international cuisine, elevating expectations for festival dining everywhere.
This approach supported local businesses while providing attendees with quality food options. Mayers understood that memorable experiences extend beyond music to include all senses – especially taste.
8. Sustainability Practices
Environmental responsibility became central to Bonnaroo’s identity under Mayers’ leadership. The festival implemented comprehensive recycling programs, composting initiatives, and solar panels long before sustainability became an industry buzzword.
The Clean Vibes trading post allowed attendees to exchange collected trash for prizes, turning waste management into a fun activity. Water refill stations reduced plastic bottle usage by thousands of units per festival.
Mayers proved large-scale events could minimize environmental impact without sacrificing experience quality. These practices set new standards for the industry, with many festivals adopting similar programs after seeing Bonnaroo’s success.
9. Art Installations Everywhere
Mayers recognized that festival environments should stimulate all senses. He integrated large-scale art installations throughout the grounds, transforming functional spaces into immersive wonderlands that enhanced the overall experience.
Giant mushroom fountains provided both visual interest and practical cooling spots during hot Tennessee days. Interactive sculptures encouraged play and connection between strangers, fostering the community atmosphere Bonnaroo became known for.
By investing in art beyond the music stages, Mayers created a multidimensional experience that engaged attendees even when they weren’t watching performances. This approach influenced festivals worldwide to incorporate more visual arts programming.
10. The Comedy Tent
Adding comedy programming to a music festival seemed strange until Mayers made it work. The Comedy Tent became a beloved Bonnaroo tradition, offering air-conditioned relief from Tennessee heat while showcasing top comedic talent.
Stars like Zach Galifianakis, Amy Schumer, and Aziz Ansari performed intimate sets between music performances. The tent frequently reached capacity, proving Mayers’ instinct that festival-goers craved diverse entertainment options.
This programming innovation demonstrated Mayers’ understanding that festivals should offer varied experiences. The Comedy Tent concept has since been adopted by numerous other festivals seeking to diversify their offerings.
11. Centeroo Community Hub
Mayers designed Bonnaroo around Centeroo – a central hub that functioned as the festival’s downtown. This intentional layout created a natural gathering space where attendees could find food, shopping, smaller stages, and activities between main stage performances.
The fountain at Centeroo’s heart became an iconic meeting spot and cooling station. This thoughtful design encouraged serendipitous encounters and community building while providing practical navigation benefits.
The Centeroo concept demonstrated Mayers’ attention to creating spaces that facilitated human connection. Many festivals now incorporate similar central hubs after seeing how effectively Bonnaroo’s design enhanced the overall experience.
12. Festival Radio Station
Recognizing communication challenges across the massive grounds, Mayers created Bonnaroo Radio – a dedicated station broadcasting throughout the festival and to surrounding areas. This innovation provided practical information, artist interviews, and music for attendees.
The station helped solve logistical problems by announcing schedule changes and weather updates. It also extended the festival experience to those resting at campsites or driving to the grounds.
Bonnaroo Radio demonstrated Mayers’ commitment to enhancing attendee experience through thoughtful touches. The concept has been adopted by many major festivals as both a practical tool and content creation platform.
13. Wellness Programming
Mayers introduced yoga classes, meditation sessions, and wellness workshops long before such offerings became festival standards. He understood that multi-day events required balance and recovery opportunities.
The Sanctuary space provided a quiet area for overwhelmed attendees to decompress. Morning yoga sessions in front of main stages became popular traditions that helped festival-goers prepare for long days.
By integrating wellness programming, Mayers created a more sustainable festival experience that acknowledged human needs beyond entertainment. This holistic approach influenced the industry to consider attendee wellbeing as central to festival design.
14. Bonnaroo Works Fund
Social responsibility mattered deeply to Mayers. He established the Bonnaroo Works Fund to channel festival profits back into arts, education, and environmental initiatives in Tennessee and beyond.
The fund has supported music education programs, environmental organizations, and local community projects. Mayers ensured that the festival’s success benefited more than just its organizers and performers.
By creating this charitable foundation, Mayers demonstrated that festivals could be forces for positive change. The model inspired other festival organizers to establish similar initiatives, multiplying the positive impact across the industry.
15. Technology Integration
Mayers embraced technology to enhance festival experiences without letting it overshadow human connection. The Bonnaroo app provided personalized schedules, interactive maps, and real-time updates years before such features became common.
RFID wristbands streamlined entry and reduced fraud while collecting valuable data on crowd movements. This information helped improve traffic flow and security in subsequent years.
By thoughtfully integrating technology, Mayers created a festival that felt both cutting-edge and authentically human. His approach demonstrated how digital tools could enhance rather than detract from the communal festival experience.
16. The What Stage
Mayers revolutionized festival main stages with The What Stage – a massive performance space designed specifically for headlining acts. Unlike repurposed venues, this purpose-built stage featured optimal sight lines, sound quality, and capacity.
The natural amphitheater setting created an intimate atmosphere despite accommodating over 90,000 people. Legendary performances by Paul McCartney, Radiohead, and Kendrick Lamar on this stage became defining festival moments.
By investing in custom-designed performance spaces, Mayers elevated the concert experience to new heights. The What Stage set new standards for festival main stages that continue to influence event production worldwide.
17. The Bonnaroo Code
“Radiate Positivity” wasn’t just a catchy slogan – it was part of the Bonnaroo Code that Mayers helped establish. This explicit set of community values emphasized respect, environmentalism, and looking out for fellow attendees.
The Code created a framework for behavior that fostered the festival’s uniquely positive atmosphere. Security staff were trained to enforce these values with education rather than punishment whenever possible.
By articulating clear community expectations, Mayers created a self-regulating culture where positive behavior was the norm. This approach to festival management influenced how many events approach community building and security concerns.