As Firefly Music Festival continues to grow in its fourth year, so too, does The Brewery tent at The Woodlands, where Dogfish Head beers have been flowing all weekend long.
Sam Calagione, president and founder of Dogfish Head, was there Friday. The craft beer pioneer praised Red Frog, the events organization behind Firefly, for what he called another successful festival.
"We're very proud that Dogfish has been the official craft beer of Firefly since year one," said Calagione. "We are as much music geeks as we are beer geeks, so it's been an ideal pairing."
Neal Stewart, Dogfish Head's vice president of marketing, said Saturday afternoon that the Firefly Ale, a lightly-hopped beer, was once again out-selling the remainder of Dogfish Head's line of beers.
"The Firefly Ale is our best seller again, but our Namaste, a light Belgian Witbier, is selling at a higher rate this year than years past," said Stewart. "Of course, the 60 Minute [IPA] is our best seller year in, year out, so numbers are good there, and our spring seasonal, the Aprihop, is doing really well."
Stewart said that the Aprihop, being a seasonal, would likely sell out Saturday, but that they planned for nearly 640 "units," as he put it, for this year's festival. Stewart explained that Dogfish Head's beers are barreled by the half-keg, and that the Midas Touch, their 9 percent brew that falls somewhere between beer and mead, comes in sixtels, or one-third kegs.
"Last year we did about 600 units, and with the extra half day this year, we're projecting 640 or so in total," said Stewart, referring to the extra hours The Brewery was open on Thursday in 2015.
The 1,600 capacity tent looks a bit different to those who attended Firefly in 2014. The bars have been moved about 6 feet further toward the back, a DJ is now spinning between the hours of 1 and 7 p.m., and the TV towers in the middle of the tent have been removed.
The main reason for the removal of the TV towers, Stewart said, is due to the lack of any major sporting event. Last year's TVs were constantly broadcasting the FIFA Men's World Cup, and The Brewery was packed as a result, especially for United States games.
"We did consider the Women's World Cup, but there isn't as much action on this weekend as there was last year," said Stewart. "Moving the TVs to the far walls allows for more room, and the DJ spinning helps to keep the vibe going and the energy up."
Not only do the DJs, including Dewey Beach's own Andrew McHugh, spin for a majority of the afternoon, they are also offering spin classes via a "DJ Academy." Fans can also buy vinyl records, decorate them with droplets of paint, spin them on the turntables, and make their own "analog art."
"It's a fun, interactive element that is popular in The Brewery, especially during down time between shows on the main stage," said Stewart. The Brewery is located approximately 200 yards from the Firefly Stage, where headline acts like Paul McCartney, The Killers and Kings of Leon will play this weekend.
Firefly newbie Curt Genesse, of Harrisburg, Pa., really enjoyed himself in the Dogfish Head tent Friday afternoon, where he and a friend sipped on the 90 Minute IPA and the lighter Namaste.
"The tent is really a nice spot to grab a tasty beverage right near the main stage," said Genesse. "Especially on a hot day, when you want a quick drink, some air conditioning, and to recharge your phone for the rest of the day."
Spencer Derrickson, of Rehoboth Beach, attending Firefly for the second straight year in a row, was in the tent Friday and praised the wildly popular Firefly Ale, saying, "I love it. I absolutely love it; the Firefly is one of my favorites of all time, and I actually look forward to Firefly [Music Festival] every year just to have that beer."
Calagione called the Firefly Ale a "hoppy pale ale," whose recipe was created with rock 'n roll in mind. "We used English barley for the Sex Pistols and Northwest American hops for The Ramones, because they [both] invented punk rock."
One additional feature of The Brewery this year is a smooth, asphalt floor, replacing the dirt and grass of years past. Stewart said the floor will be a "permanent fixture," insuring that Dogfish Head will be located in the same spot each year at Firefly.
Lauren King, Director of Public Relations for Red Frog Events, the organizers behind Firefly, said the asphalt flooring is in place for future festivals, beginning next weekend with Big Barrel Country Music Festival.
"The Brewery will become the Harvest Moon Dance Hall, with a saloon, for Big Barrel," said King. Big Barrel is Red Frog's first foray into the country music scene, and takes place at The Woodlands in Dover June 26-28.
While Calagione doesn't have any definitive plans to attend Big Barrel, he was happy to be at Firefly, primarily for acts like Run The Jewels, Morrissey, Modest Mouse and Snoop Dogg. As Calagione put it, "I'll have my mind on my money and my money on my beer."
From the looks of the crowds at The Brewery tent and the amount of Dogfish Head beer being sold, it appears Calagione won't be the only one sharing that sentiment this weekend.
