How Liv Johnson Turned Christmas And July 4 Into Iconic EDM Festivals – Forbes

Liv Johnson in Christmas red at Santacon 2023
Sometimes there is a story which just jumps into your lap because if you hadn’t seen it with your own eyes, you wouldn’t believe it was possible. This is one of those stories. Liv Johnson who grew up in La Jolla, set off to design bathing suits. She did that while in school, balancing her class work and both the design and manufacturing in China of her products. Liv picked a company name which would command attention. Fearless, like any true entrepreneur, Liv named her bathing suit company Almost Nakey.
Ultimately, the supply chain being what it is, and the incredible complexity of offshore manufacturing and seasonal wares, the bathing suit business went dormant. Liv, like every true driven founder pivoted, and began to promote small local shows around town with a DJ and an attractive location.
So, how is it that Almost Nakey now promotes Freedom Fest for the fourth of July, and Santacon for Christmas? That’s this story, of drive, persuasion, and discipline. Liv didn’t fall into these events. She manifested them.
I spoke at length with Liv. She started by promoting very humble events, but she knew early that success was more than just being about the music. It was also setting the ambience and Instagram photo opportunities. Liv’s events are themed with extravagant decorations throughout. Word of mouth went to work, and people in the know knew to show up whenever Liv had something on calendar.
By 2023, Liv had a working deal at Belmont Park, an historic oceanfront amusement park, complete with one of the last remaining wooden strut roller coasters, along with games, rides, and a perfect location alongside the boardwalk in Mission Beach. A deal was cut between the park ownership and Almost Nakey.
Freedom Fest – July 1, 2023 at Belmont Park
Freedom Fest is fast approaching.
Freedom Fest and Santacon are single day events. The crowd is younger, between 21 and 30 on average, and they are there to have fun. Belmont Park has room to put up two significant stages and even an area for VIP tables so there is never a lapse in the entertainment.
Freedom Fest 2024 takes place on Saturday, July 6, 2024. The event starts at 2 pm and finishes at 10 pm. This will be the first time that Almost Nakey is programming three stages at once. It’s a massive beachfront party on the holiday weekend. If this year’s lineup is anything like the last two events Almost Nakey held at Belmont Park, it will be epic. And, in the spirit of freedom, tickets are very affordable.
Freedom Fest Ticket Link
Liv Johnson, founder of Almost Nakey and leader of the teams putting on both Santacon and Freedom … [+] Fest.
Santacon 2023 was a massive hit. It sold out, and took place on Saturday, December 16, 2023. The park was filled with enthusiastic partygoers, ready to celebrate the kick off of the Santa season and all that was about to come with it. For Santacon 2023, I was the “Mayor of Whoville” there to help the sold-out crowd of Santa themed celebrants navigate the giant inflatable characters while keeping the Christmas spirit alive and lubricated. At that show there was a solid mix of D.Js. from local favorites such as D.J. Susan to fast rising stars like Austin Mills and well-established acts like Chromeo. Liv brought in liquor sponsors and created her own line of merchandise. The entire park was themed out for Christmas, including “snow” blowing over the crowd, massive candy canes and seemingly everyone on site dressed as if they came directly from the North Pole.
Santacon 2023
It is no small task to sell thousands of tickets and keep the crowd there in balance – having a great time but not overserved, dancing to the music as evening comes and temperatures drop. This was a party which anyone who attended will return to again, and those who missed out will not repeat the mistake.
Santacon decorations
Liv described Santacon saying “My team made this incredible event possible. They have my heart forever. So many wonderful people – you know who you are. This team never dropped once. The dedication to Christmas and real belief in what we are doing here – ignited that spark and fueled the magic of Christmas. The result was remarkable, child-like, inhibited joy.”
What the Almost Nakey team has built is a sustainable brand which delivers affordable fun to the community. Liv’s events are growing in stature – her partners are allocating more space for her fans and the introduction of a third stage for Freedom Fest 2024. The brand deals are getting more significant. And, with increased ticket sales and ancillary revenues, there is more room in the budget for killer performers to attend.
This is truly a story of how to follow your dream in three steps. First, learn what you’re doing. Second, outwork anyone else. Third, deliver what you promised, and never go back on your word. That’s the universally applicable roadmap. Most people get lost at the first step because the learning curve is steep and hard. For those with the discipline to master their craft, and to never ever quit or get lazy, success is not a matter of if, it’s just a question of when. Liv Johnson is a known quantity in a town with a lot of major competitors. Heads up, she’s nowhere near where she intends to be.

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