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TomorrowWorld EDM festival brings nearly $100M to Georgia

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Among the parade of generic office parks lining Fulton Industrial Boulevard in Atlanta resides a unit stocked with contents that are anything but ordinary.

Painted fiberglass mushrooms the size of a Mazda lean against the floor. Candy cane-striped poles are tucked tightly together as if sharing bunk beds. Triple stacks of green and yellow picnic tables look like flattened turtles.

If Disney World and Home Depot mated, the result would look something like the innards of this 50,000-plus-square-foot warehouse housing a chunk of the decorations and supplies for TomorrowWorld.

The massive electronic dance music festival, which has boasted an annual parade of 300 DJs/producers including David Guetta, Afrojack and Steve Aoki, will be back in Georgia's Chattahoochee Hills Sept. 25-27 and is expected to bring another windfall of spending in the state.

Last year’s TomorrowWorld spurred $93.9 million in economic activity across Georgia, including $71.8 million in the Atlanta area, during the three-day event, according to a study paid for by the event’s producers.

The 2014 numbers represent an increase from the 2013 festival, which generated economic impact calculated at $85.1 million for Georgia, with $70 million of it in Atlanta and neighboring areas, according to an earlier study.

The average TomorrowWorld visitor stayed 3.5 days in the Atlanta area, indicating that attendees from all 50 states, as well as Canada, Mexico and Europe, are viewing the festival — a 21-and-older gathering — as a travel destination.

TomorrowWorld producers commissioned the economic impact report from Virginia-based research firm ICF International.

In 2013, the inaugural year that TomorrowWorld branched off from its parent festival in Belgium, TomorrowLand, which celebrates its 11th year in July, and staked out the 8,000 acres of farmland in south Fulton County, about 120,000 fans attended over the three-day period.

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That fell short of the projected goal of 50,000 per day. But last year, the number bounced to 160,000 attendees for the duration of the festival, according to the report.

For 2015, organizers are optimistic about a 20 percent increase.

“We really want to become the pillar in the state of Georgia,” said Jamie Reilly, project director for TomorrowWorld and a decadelong veteran of Cirque du Soleil, while in the storage warehouse. “TomorrowWorld is not just a festival, it’s an experience and that’s what makes it so unique. We put the emphasis on the experience from the moment (attendees) buy a ticket to how they receive the ticket to how they camp with us.”

The land at Chattahoochee Hills — which TomorrowWorld has contracted for eight more years — can accommodate up to 200,000. But while a sell-out would be celebrated, producers are cautious about the growth rate.

“We want to ensure that we don’t compromise the fan experience due to the quantity of the people at the venue,” Reilly said.

This year’s festival, which will operate under the theme of “The Key to Happiness,” will feature more than 300 marquee names including Guetta, Tiësto, Steve Angello, Martin Garrix, Afrojack, Hardwell, Armin van Buuren, Adventure Club and Ferry Corsten.

TomorrowWorld will grow to nine stages in 2015 — an increase of one — including a live music stage. Last year’s popular “Atlanta Stage,” which spotlighted local acts, will return.

In a continued effort to infuse TomorrowWorld with local flavor to differentiate it from its counterparts in Belgium and the newest version of the festival in Brazil — which took place in May — organizers will hold a vendor fair as well as a job fair.

“TomorrowWorld is part of the TomorrowLand brand, and we now have three festivals yearly,” Reilly said. “But each has a unique taste to them, a unique lineup and differences and intricacies.”

Here are some other statistics from the economic growth report:

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2012 Fall Fiesta

Zora Lynx

On Saturday, January 28, 2012 and Sunday, January 29, 2012, LYNX will be providing shuttle service for the Zora Neale Hurston Festival to be held in the city of Eatonville. The fare will be free of charge.  LYNX is planning to provide four (4) transit buses and bus operators on Saturday and Sunday. 

 Saturday, January 28, 2012

 Lucien Way Parking Shuttle

 The Lucien Way Parking Shuttle will have four (4) buses servicing the parking lots. The first group of two (2) buses will depart the LYNX Operations Center at 8:35 a.m.  The first group is scheduled to arrive at Lucien Way no later than 8:55 a.m. and start shuttle service at 9:00 a.m. The second group of two (2) buses will depart the LYNX Operations Center at 9:35 a.m. The second group is scheduled to arrive at Lucien Way no later than 9:55 a.m. and start shuttle service at 10:00 a.m.  Shuttle service will continue until 9:00 p.m.  Both groups of buses are scheduled to pull-in at the LYNX Operations Center by 9:30 p.m.

 Sunday, January 29, 2012

 Lucien Way Parking Shuttle

 The Lucien Way Parking Shuttle will have four (4) buses servicing the parking lots. The first group of two (2) buses will depart the LYNX Operations Center at 11:35 a.m.  The first group is scheduled to arrive at Lucien Way no later than 11:55 a.m.  and start shuttle service at 12:00 p.m. The second group of two (2) buses will depart the LYNX Operations Center at 12:35 p.m. The second group is scheduled to arrive at Lucien Way no later than 12:55 a.m. and start shuttle service at 1:00 p.m.  Shuttle service will continue until 7:00 p.m.  Both groups of buses are scheduled to pull-in at the LYNX Operations Center by 7:30 p.m.

FREQUENCY OF BUSES:

Saturday, January 28, 2012 Sunday, January 29, 2012     Lucien Way Shuttle 9:00 a.m. – 10:00 a.m. 10 Minute Frequency Lucien Way Shuttle 12:00 p.m. – 1:00 p.m. 10 Minute Frequency 10:00 a.m. – 7:00 p.m. 5 Minute Frequency 1:00 p.m. – -7:00 p.m. 5 Minute Frequency

DESTINATION SIGNS TO BE DISPLAYED

Destination Signs will display the following sign: 

SPECIAL LUMINATOR: 131

Please display signs from pullout to pull-in.

 

DEADHEAD ROUTING TO AND FROM LUCIEN WAY

 

From LYNX Operations Center: L- LYNX Lane R- John Young Parkway John Young Parkway turns into Lee Rd. at OBT                                         L- Edgewater Drive R- Forest City Road (S.R. 434) R- Kennedy Boulevard L- Keller Road R- Lucien Way From Lucien Way: R- Lake Destiny Road R- Kennedy Boulevard L- Forest City Rd. (S.R. 434) L- Edgewater Drive R- Lee Road Lee Rd. turns into John Young Parkway at OBT L- LYNX Lane R- into LYNX Operations Center Facility   LUCIEN WAY SHUTTLE ROUTING   From Lucien Way to Zora Neale Hurston Festival: R- Lake Destiny Road L- Kennedy Boulevard L- Wymore Road R- Bel Air R- Gabriel R- Kennedy Boulevard Drop-off at LYNX bus stop just before Wymore Road     From Zora Neale Hurston Festival to Lucien Way: R- Keller Road R- Lucien Way (Maitland Preserve)
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