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If you want to get under the skin of any Live Nation executive this weekend, all you have to do is utter one little word: Funshine.
The concert promotions giant would probably rather you forget last year's inaugural Funshine Music Festival at the Florida State Fairgrounds. It's not that Funshine was a terrible event, but it fell well short of organizers' and fans' expectations. In the end, Funshine drew about half as many people as expected.
So in January, Live Nation unveiled plans for the revamped and renamed Big Guava Music Festival, which takes place Friday through Sunday at the fairgrounds.
The overall concept is more or less the same, but whereas Funshine was billed as a mainstream- and family-friendly weekend event, Big Guava has been called Florida's answer to Coachella. Many of the same bands who played Coachella are also playing Big Guava, including reunited hip-hop duo Outkast in their only Florida concert.
It's a big, pricey gamble, but one that's already garnered national attention. If Big Guava is a success, drawing 40,000 to 60,000 people over the three-day weekend, officials say it could get even bigger in Year 3.