Negotiations are under way to relocate the 2003 Rolling Rock Town Fair music
festival to Heinz Field in Pittsburgh. Previous Rolling Rock Town Fair
events were staged at the Westmoreland Fairgrounds for the past three years, each
drawing crowds of 40,000-plus.
Latrobe Brewing Company, maker of Rolling Rock beer, said that by moving
to a large venue in the heart of a major metropolitan area, they hope to present more
significant musical talent and attract even bigger crowds. Heinz Field has extensive
infrastructure and amenities specifically designed to accommodate major events and
large crowds. In addition, staging Town Fair at Heinz Field will offer concert goers
many conveniences, including easy travel access, handy parking, and extensive
nearby services and amenities.
"We had three very successful shows at the fairgrounds," said
Rolling Rock Brand Manager Jonathan Genese. "That beautiful
rural location attracted thousands of music fans, and our 2002
Town Fair was the second largest single- day music event in the
The move makes sense. Latrobe Brewing already has a partnership with the home of
the NFL Pittsburgh Steeler and University of Pittsburgh football. In July 2001, the
company became a "Founding Partner" of Heinz Field in a sponsorship agreement
that made Rolling Rock the "official beer" of the stadium.
"We are very excited about hosting the fourth annual Rolling
Rock Town Fair," said James V. Sacco, Executive Director of
Stadium Management for Heinz Field. "This is a great way for
us to showcase our partnership with Rolling Rock and to show
that Heinz Field is Pittsburgh's premier North Shore
destination for sports and entertainment."