At BottleRock Napa Valley, AI agent Melody helps fans navigate everything from set times to Skydeck access, helping them arrive prepared and discover more of what the festival has to offer.
Live Nation produces some of the world's biggest live events, including BottleRock Napa Valley, the three-day music, food, and wine festival that welcomes tens of thousands of fans each year. With dozens of artists performing across multiple stages and a wide range of food, beverage, and entertainment experiences, fans have a lot to navigate before and during the festival.
Answers to fan FAQs like schedules, bag policies, and parking were scattered across the festival website, app, and social channels. Fans often needed to reach out to the BottleRock team's support email or ask onsite staff for additional help. Some arrived with prohibited items after missing important entry information, creating a frustrating start to the festival experience. The BottleRock team wanted to create a more convenient, conversational experience that could streamline support, help fans arrive prepared, and make it easier to discover everything the festival has to offer.
Ahead of this year’s festival, the BottleRock team, with support from Live Nation, launched Melody, an agentic festival guide powered by Agentforce that gives fans a single place to get answers before and during the festival.
Fans can ask Melody questions as if they were talking with a seasoned festivalgoer to get answers about everything from artist set times and stage locations to bag policies, parking options, and wristband access. Someone deciding what to do next might ask, “I like indie pop, who should I see?” or “Where can I find vegan food near the Main Stage?” and get personalized recommendations in seconds.
Beyond the music, Melody also helps guests make the most of their festival experience by surfacing information about food and beverage options, wine experiences, and Skydeck access. And if a fan has a question that falls outside Melody’s expertise, they’re directed to the BottleRock support team through the festival’s dedicated support channel, ensuring they always have a path to additional assistance.
Melody runs on a fully headless React architecture embedded directly in the BottleRock app. Rather than using an out-of-the-box chat interface, the BottleRock team built a custom experience using the Agent API so Melody felt like a native part of the festival app. Behind the scenes, Agentforce pulls live festival data through a custom-built integration with Airtable, giving Melody access to the latest information and enabling accurate answers throughout the event.
A live Airtable feed serves as the system of record for lineup information, set times, food and beverage vendors, venue details, accessibility resources, and festival experiences. Agentforce accesses that information in real time through Apex callouts to Airtable’s API and the Salesforce platform cache, while policy-related questions are grounded against the public BottleRock website. Because content is retrieved at runtime rather than stored in a static knowledge base, updates can reach fans in seconds without requiring a redeploy.
When a fan asks a question, Agentforce analyzes the request and routes it to the appropriate subagent. Melody also maintains conversation history and session context, allowing the agent to understand follow-up questions and provide more relevant responses over the course of a conversation.
Agentforce applies both communication and data guardrails to every interaction. Melody is designed to respond in a warm, concise, peer-to-peer voice, while avoiding claims about personal feelings or experiences an AI cannot have. And when information isn’t available in its approved data sources, the agent declines to answer rather than guess, directing fans to BottleRock’s guest-services team.
Fans quickly embraced Melody during its first festival season. In the 12-day launch window surrounding BottleRock 2026, the agent logged 16,980 sessions and 37,240 interactions, demonstrating strong demand for a conversational way to access festival information.
One of the clearest signals came from questions about bag policies and permitted items, which accounted for 20% of all interactions. By helping fans get answers before arriving at the festival grounds, Melody addressed one of the festival’s most common guest-service inquiries while helping attendees arrive better prepared.
Looking ahead, Live Nation is exploring additional capabilities, including parking availability updates and artist-specific music recommendations that could make the festival experience even more personalized.
Melody runs in a fully headless architecture embedded directly in the BottleRock app rather than a standard chatbot interface. Agentforce provided the flexibility to power the intelligence behind the experience while allowing the BottleRock team complete control over the fan-facing design and user experience.
Live Nation and BottleRock partnered with Salesforce’s Forward Deployed Engineering team, and testing feedback and support from Salesforce Professional Services, to take Melody from concept to production in under 30 days. The team’s hands-on support helped accelerate development while ensuring the solution was built to perform in a live, fan-facing environment from Day 1.
With Melody, Live Nation established a repeatable Agentforce model that can be adapted across their global festival portfolio. That creates a faster path to deployment for future events while maintaining a consistent fan experience across festivals worldwide.
Live Nation is the world’s leading live entertainment company, delivering unforgettable experiences through concerts, festivals, venues, and artist services.
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