It might seem strange that a bunch of San Antonio Tech names are footing the bill for a new music festival for the area. But Botánica Music Festival Co-founder David Heard says they see it as celebrating San Antonio as well as investing in millennial talent.

He recounted a story where he recently tried to recruit a 22-year-old tech worker from Atlanta.

“She got off the plane and she asked two questions,” says Heard, “Where is your IKEA, and where is your major music fest that I should put on my calendar?”

According to the Urban Land Institute, San Antonio saw a 5.5 percent increase in millennial citizens between 2010-2015, something that tech employers want to see accelerate.

Organizers hope Botánica is one part of the answer to that.

“Other cities have clearly benefited from large, locally owned mainstream music fests, wrote Rackspace Founder Graham Weston. “Our hope is that Botánica can be that kind of festival for San Antonio.”

In a city that prides itself on being a good family town and citizens sporting “Keep San Antonio Lame” t-shirts, many think the community is coming late to the party of encouraging youth culture oriented events.

EDM trio Major Lazer will be headlining the festival. Organizers paid north of $130,000 to secure them. According to Pollstar, the group has an average gross of over $270,000 and more than 7,000 average tickets sold. They are one of 40 bands Botanica estimates it will have, including Alessia Cara and Logic.

“San Antonio is really at a special moment in time. I think all of us that live here can feel it,” added Heard. “This festival was inspired by the tremendous growth, energy and creative shift happening all across our great community. Our hope is to build a landmark music event for, by, and of the people of San Antonio and South Texas. We feel like the time is now and that San Antonio is ready.”

Festival founders say Botánica will feature local food, drinks, activities, and arts that celebrate San Antonio’s rich culture.

Two-day general admission tickets are listed at $119 for Tier 1, $139 for Tier 2 and $159 for Tier 3. Tickets are on a first come, first served basis. Two-day VIP tickets are listed at $399 for Tier 1 and $499 for Tier 2 and will include free on-site VIP parking at Fiesta Texas, VIP entrance, VIP viewing deck and area, premium food and beverages not available to GA, charging stations, locker service and more, according to a news release. Tickets are limited and on a first come, first served basis.

One thing is for sure, San Antonio’s eyes and ears will be open come next March 2 and 3, to see what happens with Botánica.

Photo Credit: Raymond Flotat