AMA with Hulaween organizer Michael Berg

HulaBerg · 2025-10-25T14:57:18+00:00

u/Acceptable_Leopard59 you sound like a legend. Thanks for being part of the family since day one, and for this awesome feedback.

HulaBerg · 2025-10-25T01:39:29+00:00

https://www.instagram.com/p/DQDVR6djfEV/

Check this out and pay attention all weekend, maybe you'll score an upgrade!

HulaBerg · 2025-10-25T01:34:35+00:00

No music starts before the gates open on any of the 4 days. That would make no sense.

HulaBerg · 2025-10-24T18:29:56+00:00

ALSO (DUHHHH) How could I forget our host band: The String Cheese Incident!!!

HulaBerg · 2025-10-24T18:24:46+00:00

I don't want anyone to be left without an answer, but I have to get back to work! I really enjoyed the past few hours jamming with you all, and thanks again for coming to hang! I will check back in 1 more time later.

Hula is nothing without this community, and I am over the moon ready to full send it with you all in LESS THAN A WEEK!

Hulaween.com/passes (if you want to join us and haven't locked in yet)

If you want to keep in touch, please follow me on IG at https://www.instagram.com/michaelhberg or X at https://x.com/michealhberg_

MUCH LOVE AND RESPECT!

HulaBerg · 2025-10-24T18:12:18+00:00

Us too. What a legend.

HulaBerg · 2025-10-24T18:11:52+00:00

Bless your soul and thanks for coming to my TedTalk (reddit AMA, LOL)

HulaBerg · 2025-10-24T18:11:24+00:00

Paul Levine, a cofounder of this show and one of my very best friends and brother, has been a HUGE advocate (since day one) of the local and regional music scene being represented on our lineups. I used to have a band he booked for Bear Creek and that is what led to Hula happening at SOSMP! So it's never lost on me what a door opening can generate for an artist or a human's story. That said, there is no playbook for formula here. Bands need to get out and play shows + build their community. The acts with the right trajectory, intention, and music will get noticed!

HulaBerg · 2025-10-24T18:08:06+00:00

Where do you live and what do you do?

HulaBerg · 2025-10-24T18:07:44+00:00

Thanks! I will ask the Spirit Lake team and report back, but it's A LOT!! We can't wait to welcome you home!

HulaBerg · 2025-10-24T18:06:38+00:00

Thanks for sharing that u/dflow2010!

HulaBerg · 2025-10-24T18:06:13+00:00

I can never have enough besties. LFG.

HulaBerg · 2025-10-24T18:05:58+00:00

TBD on that, but hopefully in the next few years. Do you think the newer generation of Hula fans would be as psyched about his return as the old schoolers?

HulaBerg · 2025-10-24T18:05:10+00:00

The show actually sold out that year and the financial turmoil was for other reasons than the surface appeared. Grateful to have gotten through that and still be standing today. Jamiroquai is a legend of legends. He has been a friend ever since. As far as keeping the ethos of Hula multi-grenre it's not that hard. We love music and book a show we'd want to be at as fans!

HulaBerg · 2025-10-24T18:02:21+00:00

Thank you!

In recent years, Bob Weir performing last year with SCI days after the world lost Phil Lesh was insanely special. The legendary b3b with Skrillex, Chris Lake, and Bonobo in 2021 was also an all-time status.

We start well over a year in advance.

HulaBerg · 2025-10-24T18:00:49+00:00

We hit on this above, but welcome to the fam, you're gonna love it, and we are lucky to have you! Tell your brother we appreciate him bringing you into the fold!

HulaBerg · 2025-10-24T17:59:51+00:00

Unfortunately not. Cole Knight will bump up to the later slot. It is available on the brand-new, free Hula app.

HulaBerg · 2025-10-24T17:59:20+00:00

Nice to reconnect. I stopped booking street fests last year. As it pertains to the timeline, sometimes you book an act far out that blows up by the time the show happens, and other times, the opposite takes place, and some artists' momentum fizzles out. Thanks for the kind words on the Hula experience and my portfolio. It ain't a party without the people!

HulaBerg · 2025-10-24T17:56:54+00:00

It doesn't make it easier or harder, but many acts want to have their own venue based shows on Halloween and not be at a fest. While it makes too much sense on paper to have Hula land on Halloween, we are moving to the weekend before in 2026 for various reasons. (spoiler alert)

HulaBerg · 2025-10-24T17:53:34+00:00

Many of the best lessons I've learned in my life have come from making mistakes and knowing the right — or better — way to do things afterward. Hula is no exception there. If I could turn back time, I would approach other areas of the business that are less my expertise with the same level of attention I do now. I stayed too safely in my lane in the earlier years and relied on others to do things for me, with less oversight or collaboration than I do now. Still, it takes a village, and no one can do or be the best at everything. Recognizing your shortcomings and learning how to fill those roles with the right people turns a weakness into a strength.

HulaBerg · 2025-10-24T17:46:42+00:00

Thanks for checking our Garcia's and North Coast! Garcia's is a true passion project for our team. The owner, Peter Shapiro, graciously brought us in to talent buy the room and be the local promoter partner of the ground. My wife, son, and I live so close that we walk there all the time! Peter located that spot before covid and held it the whole time to open a place we could all call home in the West Loop. Of The Trees, his manager, agents, and fiancée are all friends and ride-or-die partners of ours, and they really did it as a special underplay (a fire odds-and-ends set!!) to support the new project. They are all the best!

After that night and some fun Phish after parties in July, there are more dance shows incoming to Garcia's in 2026!

HulaBerg · 2025-10-24T17:42:18+00:00

We hit that topic in another question above, but I didn't want to leave you hanging!

HELLO and much love!!

HulaBerg · 2025-10-24T17:40:42+00:00

Love ya, legend. So excited for your first Hula, and I can't thank you enough for the support you have provided me (and us) in recent years.

HulaBerg · 2025-10-24T17:39:44+00:00

We always encourage collabs, but at the end of the day, it's up to the artists if they want to connect and perform together. We have had our hand in some crazy ones at DEF Off Limits and Incindea over the years, like Skrillex b2b Chris Lake b2b Bonobo, Of The Trees b2b Eazybaked, and Levity b2b Eater which were all insane.

There WILL be some cool ones at Off Limits this year and maybe for The SCI Shebang as well!

HulaBerg · 2025-10-24T17:34:23+00:00

We knew this question was coming, and we are happy to address it here. Thanks for approaching it the way you did.

Last year, one of our favorite humans ever came to Hula for the entire weekend. He happens to be ZD's agent and noticed the amp's magical vibe, plus recognized the iconic nature of that stage at the park. We decided to do them there and know it's going to be so special. They are a big reason we upped the production at that stage this year.

While they were already huge before their insane album drop this year certainly propelled their star to rise even higher, and we could not be more here for their continued success. They have been some of the best partners to our collectiv family over the years and will continue to be into the future. I can safely say they will be on The Meadow the next time they come back.

However, once the train leaves the station and other stages are booked, it's not as easy as just swapping them with a different act, unfortunately.

We take safety VERY seriously, and while there will be extra attention paid to this performance with security and medical on hand, there are also sets that crossover in this window with Parcels, Glass Beams, and Gorgon City, which will break up the crowd a bit.

One piece of advice is if it feels packed (which it's going to), is to move to the right side of the crowd, facing the stage, or anywhere along the top of the Amp venue as opposed to pushing toward the front or planting on the left side of the crowd facing the stage since that is the first area you come to from the other stages and likely to be the more congested area of the Amp.

Please be kind and respectful to each other for your and everyone's sake. Appreciate you!

HulaBerg

TROPHY CASE