Sports Illustrated Starts a Summer Swimsuit Festival in Brooklyn to Expand on Winter Swimsuit Issue

The Event Will Be Held Aug. 28 In Coney Island

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A rendering of the new amphitheater at Coney Island, scheduled to open next month.
A rendering of the new amphitheater at Coney Island, scheduled to open next month.

With print circulation and advertising revenue on the decline, many media companies have turned to live events as a potential bottom-line boon. Sports Illustrated, in an attempt to further capitalize on the popularity of fan festivals pegged to its annual wintertime Swimsuit edition, is expanding the franchise with a new Sports Illustrated Swimsuit Summer Music & Fan Festival.

SI is working with Live Nation and Brooklyn Sports & Entertainment to produce the event, which will be held Aug. 28 at Brooklyn's Amphitheater at Coney Island Boardwalk, scheduled to open in July.

The August event, while not necessarily bigger than the fan festivals held around the country in February as the magazine releases its annual Swimsuit Edition, is meant to be a summer extravaganza, with a ticketed live music concert (hence the Live Nation partnership). Time Inc. hopes to make the festival an annual tradition.

Free events will begin during the day, replete with "model appearances on the beach and boardwalk," according to a statement. A ticketed concert at the theater will conclude the day.

Information on scheduled performers and ticket sales is not yet available, the company said.

"Sports Illustrated Swimsuit is globally renowned, and we are just scratching the surface of creating fan experiences which we believe will take the franchise to a whole new level of popularity," said Rich Battista, president of Time Inc.'s Entertainment & Sports Group, in a prepared statement.

Complex Media said last month that it was creating ComplexCon, a two-day festival in California this November, with the help of Pharrell as cultural director and chair of the host committee.

Correction: An earlier version of this story said the evening concerts were free; they are not.

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