(First InMaricopa) The numbers are in: Maricopa’s Wild West Music Fest made a profit in its second year.
The multi-day country and hip-hop festival went from a six-figure loss to a modest profit in just 18 months, according to newly released financial data. City officials are touting the turnaround, and the $2.84 million it pumped into the local economy, as a sign the young event is gaining traction.
“We asked, ‘Can this thing be sustainable?’” said Quinn Konold, Maricopa’s communications and cultural affairs director in an interview this morning. “The top line is that it was profitable. What a difference a year makes.”
The second annual festival, held at Copper Sky Regional Park in April, cut expenses nearly in half from the previous year, down to $463,000, while generating $466,000 in revenue.
That left a slim $2,700 profit for event producer Steve Levine Entertainment of Scottsdale, which city leaders described as a milestone for the still-growing festival.
“That’s a $253,000 swing in the course of a year,” said Konold. “They paid all these people to work, the vendors were able to make money, the carnival saw a lot of economic impact and they still walk away with a profit they can build on in the future.”
Ticket prices remained $30 for general admission, with children’s tickets at $15, far below comparable regional festivals.
“I dare you to go find better pricing,” said Konold, channeling his best festival promoter. “For the talent we’re bringing and the activities you can do, it is a screaming deal.”
The festival also weathered a last-minute headliner change when rapper Sean Kingston was replaced by Baby Bash amid legal issues just days before the show.
“There will be roadblocks … but that’s why we have great partners,” Konold said, explaining that most of the last-minute switches were executed by SLE producers. “We were really pleasantly surprised with the turnout. People were elated about Baby Bash.”
Organizers credited the scaled down festival planning for smooth traffic flow — cars cleared the main lot in 11 minutes after headlining acts — and for clean surroundings, thanks to a perimeter trash-drop policy.
Vendors also saw changes: In response to feedback, SLE scrapped revenue-sharing in favor of flat fees, collecting $24,000 from vendors while allowing them to keep higher sales totals. A new carnival contract guaranteed operators $50,000, with SLE taking home $2,700 above that threshold.
![A smiling girl waves from a Ferris wheel compartment at Wild West Music Fest at Copper Sky Recreational Complex. April 5, 2025. [Brian Petersheim Jr.]](https://inmaricopa.com/wp-content/uploads/2025/09/PJ_9095.jpg)
The inaugural Wild West Music Fest in 2023 was conceived as part of Maricopa’s 20th anniversary celebration and staged just three months after its July announcement. Featuring big-name acts from the aughts like Nelly, Flo Rida, Uncle Kracker and Deana Carter, the event drew about 15,000 attendees over three days, which surpassed expectations, but fell short financially.
Records show the first festival cost $1,077,754 to produce, with revenues of $826,306, leaving a $251,448 deficitabsorbed by SLE. The largest line item was nearly $483,000 in entertainment costs, followed by $271,000 for infrastructure and $202,000 for staffing, parking and security.
City leaders defended the loss as an investment in branding and tourism.
“The Wild West Music Fest is more than just a festival, it’s a catalyst for our tourism industry,” Mayor Nancy Smith said at the time. “We’re creating unforgettable memories and setting a new standard of excellence.”
Operationally, the debut was considered a success: no arrests, minimal traffic issues and a clean venue. “These three days were so impressive,” then-Vice Mayor Rich Vitiello said after the event. “We brought people from all over the state.”
City leaders have already approved $265,000 for a 2026 festival, funded primarily by Maricopa’s bed-tax revenue, a levy on hotel and short-term rental stays. Organizers plan earlier marketing, possible early-bird ticket sales and a continued push to diversify music genres.
This spring’s event drew an estimated 9,500 attendees and generated $2.84 million in economic impact based on surveys of visitor spending on hotels, restaurants and retail, according to estimates provided by Assistant City Manager Jennifer Brown. Hotels such as Harrah’s Ak-Chin Casino reported full bookings, and short-term rentals spiked during the three-day festival, according to Brown.
“Airbnb is a factor for those events,” said city spokeswoman Monica Williams.
This city’s investment comes from the bed tax, levied on tourists to the city. Maricopa’s only hotel, La Quinta Inn, did not indicate whether there was an increase in business during the most recent music festival.
“We asked LaQuinta, but they didn’t really tell us,” said Konold.
Asked about future attendance goals, Konold added: “We’re growing to what is comfortable for us and what’s sustainable. We don’t have a specific number in mind … we just want those smiles to happen.”
As the city revives other legacy events like Stagecoach Days, officials say Wild West Music Fest is fast becoming Maricopa’s signature gathering.
“In the past, people had to go to the Valley to see these acts,” said Maricopa’s cultural affairs superintendent, Travis Orian. “Now they can say, ‘Come to our backyard.’ That’s a really nice thing for us to be able to show off our city.”
Wild West Music Fest by the numbers
2025
- Attendance: 9,500
- Expenses: $463,000
- Revenue: $466,000
- Net profit: $2,700 (retained by SLE)
2023
- Attendance: ~15,000
- Expenses: $1,077,754
- Revenue: $826,306
- Net loss: $251,448
![Western Pinal Justice of the Peace Patricia Glover speaks during a City of Maricopa Republican Club on May 23, 2026. [Monica D. Spencer]](https://inmaricopa.com/wp-content/uploads/2026/05/20260529-spencer-teeple-republican-club-1-4-300x200.jpg)
