Drive-In Live Rebrands as Northlands for 2021

Article Contributed by HEARD Strategy | Published on Wednesday, March 3, 2021

Northlands, formerly known as Drive-In Live, is incredibly excited to announce that they will be returning for a second season. The first round of the series will be announced in mid-March, with performances kicking off in May.

“Drive-In Live was born out of the need to keep the music going in New England during the pandemic,“ said Seth McNally, Executive Director of Northlands. “Last year was about getting through it, and putting unemployed folks back to work. We’re here; we’ve grown up; and we’re here to stay.”

Located just over the Massachusetts border, Northlands will present shows from May to September in the beautiful setting of Cheshire Fairgrounds in Swanzey, New Hampshire. One of the major changes taking place in 2021 will be bringing the experience closer to a true concert. Instead of parking spots for vehicles, all attendees will now be in ‘pods.’ Each ticket purchase will be for a 10’ x 10’ pod for up to five people. A sixth person may be added for an additional fee. All pods are spaced at least six feet apart to meet CDC guidelines. Attendees will park in adjacent lots and then walk to one of two audience entrances.

“One of our biggest goals in 2021 is about scaling our production up,” said Mike Chadinha, Northlands Director of Operations. “Bigger stage, bigger video screens, improved sound system and lighting are all in the works for this upcoming year. The ‘pods’ system has allowed us to increase our capacity, which means we’ll not only be able to present bigger national artists, but also be able to provide more job opportunities for people in the local area. We wouldn’t be able to do this without the support of our community, so we’re more than happy to give back by adding more jobs and welcoming local vendors.”

Additionally, a beer garden is being planned for 2021, as well as inviting local food trucks to serve an eclectic mix of handmade, local food and snacks. With the implementation of the pods system, new policies have been created regarding bags, alcohol, allowed/prohibited items, and general security. All guidelines set by the State of New Hampshire will be strictly enforced.

More information, tickets, and guidelines can be found online at Northlands is produced by M.E. Productions.