After a seven-year hiatus, Project Pabst is set to make a triumphant comeback in Portland. The music festival, which was initially billed as a "love letter to Portland," became a hit in 2014 and grew to include spin-off events across America. However, the festival was put on hold in 2017, leaving fans wondering why it stopped in the first place. Now, in collaboration with local concert promoter TrueWest, Project Pabst is ready to rock the stage once again at Tom McCall Waterfront Park for a two-day festival starting from July 27 to 28.

Project Pabst aims to capture the essence of Portland's vibrant music scene, featuring a lineup of touring indie rock and hip hop acts. The festival will showcase both nostalgia acts, such as Billy Idol, Violent Femmes, and Gossip, as well as current favorites like Big Thief and T-Pain. Attendees can also look forward to enjoying reasonably priced Pabst Blue Ribbon (PBR) tallboys, a newly constructed 25-foot silver unicorn, and performances from two stages situated along the scenic Willamette River.

The decision to revive Project Pabst came as a result of renewed interest within Pabst Blue Ribbon itself. The company has a strong connection to music, frequently sponsoring various festivals. This made some new members of the Pabst team question why they were not hosting their own festival, featuring PBR and artists they love. A conversation with Columbia Distributing, Pabst Blue Ribbon's distributor in the Pacific Northwest, helped turn the idea into a reality.

Columbia Distributing saw the potential impact of Project Pabst and its ability to reignite the connection between Pabst and its loyal Portland fanbase. The distributor suggested reviving the festival during a meeting with Pabst CEO, Paul Chibe. This suggestion aligned with internal discussions within the company about reviving the festival, just as it had successfully done in 2014.

The decision to focus on Portland is no surprise, as the city played a crucial role in the resurgence of Pabst Blue Ribbon in the early 2000s. Despite minimal advertising, PBR became a favorite among young bike messengers, music fans, and Portland's hipster community, leading to a surge in sales. By choosing Portland for its first music festival in 2014, Pabst aimed to give back to the city that embraced its renaissance.

While the revived Project Pabst is currently exclusive to Portland, the festival's organizers have not ruled out the possibility of expanding to other cities. However, this will depend on the support of their distributor partners.

As Project Pabst returns to the stage, it not only serves as a marketing opportunity for Pabst Blue Ribbon but also aims to bring a sense of positivity and goodwill to the city of Portland. With the festival set to take place later this year, Portlanders have something to look forward to—a celebration of music, community, and the enduring connection between PBR and the city it calls home.

Pre-sale tickets for Project Pabst are now available for purchase. The event is open to attendees aged 21 and above.