The Sacramento Music Festival announced Friday that it's lowering ticket prices by 15 percent and booking acts of wide appeal -- such as longtime rockers Los Lobos -- in an effort to attract a wider audience this year.
The 40-year-old festival, once known as the Dixieland Jazz Jubilee, will present the 2013 festival in Old Sacramento on Memorial Day weekend, from May 24 - 27.
Los Lobos will be the headline act performing May 26. Other headline acts booked include Ben Taylor, the son of James Taylor and Carly Simon, as well as The Blasters, John Lee Hooker Jr. and the U.K.-based The James Hunter Six.
The emphasis on a wider audience is meant to counter a slide in attendance at the festival. Total revenues were $1 million in 2011. The festival has seen a steady decline in attendance since 2002, when revenue peaked at $2.7 million.
"There will still be the classics, like the 'trad' jazz bands, at the festival this year," said Mike Testa, who is handling the marketing for the festival as vice president of the Sacramento Convention and Visitors Bureau. "But we're trying to bring a new flavor and a new vibe."
This year the festival is offering a lower price for its daily passes, which will cost $39. A four-day pass will now cost $110 and as low as $99 if tickets are bought by April 1. Ticket information: (916) 444-2004; www.sacmusicfest.com