Pop 2.0

The Who on the stage of the Monterey Pop Festival in 1967. Anticipating hype around the 50-year anniversary, Larry Chavez reserved the venue five years ago for June 16-18, 2017.

It’s arguable whether Monterey Pop was the most influential rock show in California – or U.S. – history.

Less debatable: The impact it had on legions of music fans spanning generations.

Less contentious still: The place it occupies in the minds of Jimi and Janis fans everywhere, and the amplifying effect it had for the 1960s scene for a wider audience that’s perpetually expanding.

What’s not even up for debate: The nostalgic and re-energizing power a reunion would furnish – particularly on the 50th anniversary of those game-changing three days in June 1967.

Which is precisely what Larry Chavez, owner of Alvarado Street memorabilia shop The Monterey Rock and Roll Experience, was thinking when he reserved the Monterey County Fairgrounds about five years back, for the weekend of June 16-18, 2017.

He knew the dates: June 16-18, 1967. They first inspired him to leave Orange County to open a store near Monterey Pop’s epicenter. Chavez then scraped together the scratch to reserve the Monterey County Fairgrounds, in anticipation of the event’s 50th anniversary.

Another Planet, the concert production entity behind successful modern-day music festivals including Outside Lands and Treasure Island, has confirmed a yet-to-be-titled music festival at the Fairgrounds commemorating Monterey Pop, but at press time remains tight-lipped about any specifics. The outlet promises details will be revealed sometime the week of April 17.

They’re not worried about selling tickets. The possibilities alone would likely inspire an overnight sellout. Could we see Simon and Garfunkel reunite in Monterey? How about a Buffalo Springfield reunion that brings Neil Young back to the Fairgrounds? A night or two of The Who alone would be enough to fill the main arena. A Jimi hologram would be creepy, but could be mind-blowing. Not knowing may be just as fun as knowing, because anything is possible at this point in time.

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