According to reports on Wednesday, KAABOO festival has been acquired by Virgin Fest, the music festival arm of Sir Richard Branson‘s Virgin empire. This development comes just two days after KAABOO Festival announced that their annual multi-day event (formerly known as KAABOO Del Mar) in Southern California would relocate to San Diego’s Petco Park and be renamed KAABOO San Diego in 2020.
As Billboard reports, KAABOO’s existing partner/CBO Jason Felts will also lead a new event—also to be named Virgin Fest—as its chief executive when the inaugural festival takes place in 2020. Current proposals will see Virgin Fest potentially take place in Los Angeles, although the exact location and event details were not revealed with the report.
While the KAABOO festivals—which take place in Del Mar, CA and for the first time in 2019, Texas and the Cayman Islands–will continue to target older millennial and Gen-X audiences, Virgin Fest will aim its lineup and artist programming towards younger, college-aged fans with more pop-based acts.
The announcement also states that KAABOO organizers were unable to reach an agreement with partners to bring the event back to the Cayman Islands in 2020. The festival’s return to Texas in 2020 is also up in the air at the moment.
The 2019 KAABOO Festival which took place in Del Mar, CA earlier this month marked the third consecutive annual sell-out for the weekend event. The festival treated attendees to performances from Kings of Leon, Dave Matthews Band, Mumford & Sons, Duran Duran, Black Eyed Peas, OneRepublic, Maren Morris, Sheryl Crow, Snoop Dogg, The Revivalists, and many more.