BottleRock Napa Valley Draws 120,000-Plus Fans as Sold-Out Festival Lifts Napa Revenue
Updated
Updated · NBC Bay Area · May 21
BottleRock Napa Valley Draws 120,000-Plus Fans as Sold-Out Festival Lifts Napa Revenue
3 articles · Updated · NBC Bay Area · May 21
More than 120,000 people are expected in Napa from Friday to Sunday for the sold-out BottleRock festival and its afterparties, with 80-plus bands spread across seven stages at the 36-acre Napa Valley Expo.
Ticket prices reached $252 for single-day general admission and more than $1,300 for a three-day VIP pass before selling out in April, underscoring the scale of demand for the 2026 event.
Napa businesses and workers are set to benefit from the weekend influx, while Latitude 38 is expected to pay about $403,468 for police and fire services; a Napa police officer's hourly rate rises to $215 during the festival.
A city-coordinated report said the 2025 BottleRock and La Onda festivals generated $2.1 million for city services, even after Latitude 38 canceled this year's La Onda in February following nearly 60,000 attendees in 2025.
Will a monopoly verdict against its owner change BottleRock's future ticket prices?
Why was the successful Latin music festival La Onda suddenly canceled for 2026?