Almost two decades ago, Cracker and Camper Van Beethoven—singer-songwriter, guitarist and UGA music business instructor David Lowery’s influential rock bands—hosted their first Camp-Out outdoor festival at Pappy & Harriet’s in the California desert. Then the groups decided to pivot nearly 10 years later—with the help of Velena Vego, Cracker’s manager and the 40 Watt Club’s talent buyer—by creating an East Coast version held indoors and scaled down to create a more intimate fan experience.
Now Crumbs, the nickname Cracker’s dedicated fanbase has given themselves, travel from around the world to indulge in a fan-centered weekend every year and celebrate musicians within the Cracker universe. As a result, the Camp-In brings both fans and musicians to Athens that may not have traveled to the city otherwise, and it’s become the perfect opportunity to show off the local community.
“For the last three years it’s been during UGA’s spring break, but that’s been really good for us,” explains Vego. “It’s a more townie-oriented experience. And connecting Athens people that live here year round to people in other areas… It really isn’t about making a ton of money for Cracker. It’s a really fun fan festival where we hang out; it’s a community thing.”
Outside of drawing travelers who book hotel rooms, eat at restaurants and shop around downtown, the Camp-In prioritizes showing appreciation for locals, too. There is a “townie special” discounted ticket rate, and nurses get in for free. Cracker bass player Bryan Howard’s wife is a nurse, says Vego, and the band appreciates their service to the community. The reception from fans has been nothing short of love and admiration for Athens.
“So in a way, for me, since I’ve lived here for so many years, it’s like it brings a freshness to my eyes. It makes me excited and proud that I live here,” says Vego.
While Lowery frequently traveled and moved around the country throughout his career, he maintained a connection to Athens since the mid-’90s. California-based Camper Van Beethoven had a solid fanbase in the Southeast and in Atlanta specifically. After forming Cracker with Johnny Hickman in Richmond, VA in 1990, the band eventually progressively relocated to Athens between 2008–2013.
“I guess the little part of the story here that is kind of untold is that Cracker is really just two people. It’s me and Johnny Hickman… We’ve always set it up as a rotating cast of characters,” says Lowery. “We’ve moved around, and I think this is because his father and my father were in the Air Force, and we grew up all over the world. We’re just sort of comfortable moving around.”
Even so, he says that Athens became a natural fit, both for the band’s homebase and what he jokingly refers to as “Comic-Con for Cracker.” In that spirit, Camp-In is a labor of love and fan service with two main goals: building community among the fans and introducing fans to new music and artists. Cracker and its members keep the annual festival and each day of performances fresh by hosting different meet-and-greet opportunities, putting on different kinds of shows and rotating setlists out.
Each year features different special guests, and Vego, who books the festival, says the most exciting part is to invite musicians who have never played at the 40 Watt or even in Athens before. Some guests may be familiar to the audience, but often there are fresh acts thoughtfully chosen because they are guaranteed to be a hit with the Cracker fanbase. Lowery explains that most of the special guests come solo, playing either by themselves or with Cracker’s backing band, so the experience at Camp-In provides a chance to see these artists in a unique setting.
Because the audience now skews as a predominantly older crowd, the shows are held earlier in the evening with an effort to not end too late. Some events even occur during the day time. “I know that’s an odd thing, but that makes a huge difference to a lot of people whether they’re going to stay for a set,” says Lowery. And each evening is crafted in a way that will make you not want to miss out.
After 10 years of performing at the Camp-In, Lowery shares that his favorite part is the moments where he gets to be one of the fans hanging out.
“I love the music part and the creative part, but sometimes I approach it almost like an endurance contest,” says Lowery. “So I try to watch every single artist’s show, and sometimes that includes me, like, running from Hendershot’s to Flicker.”
This year’s four-day fan festival experience kicks off on Wednesday, Mar. 6 at the 40 Watt with performances by the Cracker duo and David Ryan Harris of former Atlanta-based rock band Follow for Now, among other groups. On Thursday a song swap will take place at the club featuring Lowery, Hickman and Ike Reilly. Friday provides a double opportunity for fans at the 40 Watt with a late afternoon Lowery pizza party, when the artist will perform a solo show playing new songs, followed by a night-time show featuring Cracker as a full band, San Francisco indie rocker Megan Slankard and Free Mountain, Howard’s side project. On Saturday, Mar. 9 there will be a meet and greet at Hendershot’s with a solo performance by Hickman before the weekend wraps up with a final 40 Watt performance that night featuring Cracker, Nashville-based singer-songwriter Aaron Lee Tasjan and Chicago-based violinist Anne Harris.
For more info and to purchase tickets, visit 40watt.com.
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