Local Music Festival Crucialfest Wins Grant from Utah Microloan Fund

Photo by Photo: Jessica Bundy of SLUG Magazine

Thirteen Years of Music in Salt Lake City

Jarom Bischoff has been deeply immersed in music for most of his life. In his 20s, he toured extensively across the United States with his band, Loom. Later, he settled in Salt Lake City to complete his degree at the University of Utah, to start a family with his wife and co-creator Tiffany leading to a life shift from touring to creating Crucialfest. CF is a mid-size heavy music festival now celebrating its 13th year running. His exceptional talent for curating artists and love of the Utah music scene are key elements that make up the magic that is Crucialfest. 

Photo Credit: Crucialfest

Crucialfest started in 2011. In the few years prior I had seen a lot of really great independent music festivals around the US and thought, why isn't there something like that in Salt Lake City or Utah?

​The festival has been through many iterations through the years but our main purpose is and has always been to cultivate the local music community and foster regional relationships.

Finding the Right Formula

Over the years, Jarom's perspective on curating the event has evolved since the early days. Experimenting with small vs large scale events, 21+ vs all ages, and trying out different beloved venues, all led to finding the secret sauce in pulling off a successful fest. Crucialfest Year 13 now showcases an all-ages fest that unites Salt Lake's heavy music roots with the future of the scene and is "bringing back some of the most influential acts you never got to see or thought you might never see again." 

There is still a chance to grab tickets for the event held this Saturday, May 25th at all-ages venue Soundwell in downtown Salt Lake City, doors open at 3:00pm. 

When attending the fest you can also purchase merch. Jarom curates prints and apparel from local and regional artists themed around Utah counter-culture imagery. He works with local artists, bands, nonprofits, and partners to create unique merch that supports everyone involved including shirts, hoodies, hats, shorts, and more, along with show posters and merch from the past. 

I love being a part of the very unique culture here. Artists and musicians in SLC really need a leg up and I feel good about being able to give that to them.

Live Events Take a (Stage) Dive During COVID-19 Pandemic

The event industry was hit hard when the pandemic struck in March 2020. In 2020 and 2021, the industry was decimated as lockdowns and restrictions forced the cancellation of concerts, sports events, conferences, and other live gatherings. 

COVID rocked Crucialfest hard (slight pun intended), completely stopping the main festival and any sub-events from happening for a year and a half, and when it did start back up it had to do so in a limited capacity.
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​It was hard initially to get the momentum back but there has been positive growth with people wanting to make up for lost time during the COVID years.

Pivoting to hosting events in a recent post-pandemic world

Studies have shown that there was a strong pent-up desire from attendees to reconnect and have experiences, resulting in record-breaking attendance numbers for many events and conferences. 

Crucialfest Wins Opportunity Boost Grant from Utah Microloan Fund

Powered by funds from the American Rescue Plan Act (ARPA) and orchestrated by the Salt Lake City Department of Economic Development, the Salt Lake City Community Grant Program was created to help small businesses, artists, artisans, and nonprofits grappling with the aftershocks of the COVID-19 pandemic. The Utah Microloan Fund applied for this grant program which enabled us to create the Opportunity Boost Program to benefit our existing clients who needed a little boost to help them grow and stabilize post-pandemic. This is the first grant program of its kind for the UMLF as our normal business is providing microloans to the small business community. To be able to just give money vs lend it was a big treat for our team!

Eligibility of Small Owners invited to apply for the Opportunity Boost Grant:

• In business as of March, 23rd 2021.
• Existing loan client of the Utah Microloan Fund. 
• Located within Salt Lake City limits.
• ​A business impacted by the COVID-19 pandemic. 
• Granted funds fuel a growth plan, with tangible outcomes such as revenue and job growth.​

Jarom was selected for this grant because of his longevity as a client throughout the years, his commitment to creating art and music for our local communities, and so he can invest in making it a viable and long-lasting event for all to enjoy.  

​Winning this grant from the UMLF will enable us to invest in marketing, advertising, and publicity, aspects that are usually at the bottom of the priority list budget-wise but are vital to our ability to grow.
The UMLF has also enabled Crucialfest to stay afloat over the past few years, taking some pretty serious losses and braving covid, to the point that we are now a profitable, sustainable business.

Attend, Follow, and Stay In Touch with Crucialfest

Bischoff’s best advice for the festival is to “have fun, enjoy yourself, be festive,” he says. “Come with an attitude of respect. Respect artists, respect staff—tip your bartenders. Anytime you come with an attitude of respect, it elevates the event.” 

Be sure to follow Crucialfest on all platforms so you can stay up to date on all of the events, happenings, and music throughout the year! Cheers. 

Website: www.crucialfest.com
Facebook: www.facebook.com/crucialfest
Instagram: www.instagram.com/crucialfest

Follow Crucialfest on Spotify:
https://open.spotify.com/user/1242483974/playlists​