Sonoran Soundscapes

RJ Largay gives the inside scoop on Scottsdale’s up-and-coming indie music festival, Dreamy Draw

By Kaylor Jones / Photos by Claudia Johnstone

For RJ Largay, the secret to success is knowing exactly what you do best. He spent years cutting his teeth behind the scenes of one of Phoenix’s best-loved music festivals, M3F, originally known as McDowell Mountain Music Festival.

Launched by his father, John Largay, in 2004, the indie and EDM festival has been a staple of the community for over 20 years. The younger Largay started as volunteer and intern back when attendance was in the low thousands, later making a name for himself as M3F’s talent and marketing manager, booking internationally famous musicians that now attract crowds in the tens of thousands.

Over the years, Largay has hand his hands in many aspects of the business, from promoting shows during college in Salt Lake City to working in music agencies and music management groups for groups like The Head and the Heart and The Strokes.

Around five years ago, he knew it was time to leverage all those skills by starting a business of his own. Oh Wow Company (www.ohwowcompany.com) is a Phoenix-based event management and production company that plays perfectly into founder Largay’s talent for brand building and his love of unforgettable live experiences.

“The main thing to note about Oh Wow Company is that we’re brand first, live entertainment second. I think that the synergy between those two concepts is where the passion is.”

Spirit of the Southwest

The first seeds for what would eventually grow into Largay’s own music festival were planted during the pandemic. He recalls camping at Cerro Gordo, a formerly abandoned California mining town owned by his friend Brent Underwood.

“While hanging out, we started listening to a lot of artists like Zach Bryan, Tyler Childers, Mount Joy, Lord Huron – some of that outlaw-indie-Americana-type music,” Largay says. “Being from Arizona, I think it really resonates with the Southwest, and I felt there was an opportunity to design something that fit Arizona’s profile.”

The resulting festival, Dreamy Draw, debuted in 2023. Named after the Phoenix hiking trail, the first two years of the event drew sold-out crowds with its country- and Americana-focused sound.

The third annual Dreamy Draw, presented by Oh Wow Company, will take place November 7-8 at the Scottsdale Civic Center. This year will see an expanded footprint – with daily audience capacity doubled to 20,000 – in addition to an upgraded sound. Included in the nearly 30 acts performing across four stages are The Lumineers, Vampire Weekend, Father John Misty, Thee Sacred Souls, Marcus King, and Saint Motel.

It all comes back to a lesson Largay learned from his many years working on M3F – never be afraid to evolve.

“We’re going in a more genre-specific route than we did in years past. We were going in a lot of different directions, but this year we’re narrowing it to an indie-Americana sound. It’s all part of music festivals – you don’t want the same thing over and over again.”

For the People

To Largay, one of the main things that sets Dreamy Draw apart from other musical experiences is the accessibility. General admission for the weekend starts at $145.

“I don’t think you could see The Lumineers by themselves right now for $145. We’re a significantly more affordable festival than some of them that charge $400 or $500 for a ticket,” Largay says. “We’re super conscious of being inclusive to as many people as possible while still being true to the brand. In our opinion, that comes with a lower ticket price. We take the affordability component seriously, and I hope that resonates with people.”

In the name of throwing the best party possible, this year’s festival also boasts exclusive VIP and artist experiences. Attendees can gain access to an exclusive social club, unbeatable stage views, merch, complimentary food and drink and more. For an especially luxurious experience, guests can upgrade to a cabana ticket for shaded lounge seating, a full-service bar and a concierge service.

Though much has changed about the 2025 edition of Dreamy Draw, the focus on storytelling is as strong as ever, including the immersive experience created through transforming the Civic Center grounds.

“It’s one of the best sites of all time,” Largay says. “The Scottsdale Civic Center and Scottsdale Arts are amazing partners. As far as the look and feel, it’s absolutely beautiful, which makes for a great experience.”

His approach to putting on a great festival comes down to two simple questions – what will people like, and what fits the brand? In this vein, some of the best moments of Largay’s career come from landing dream bands that perfectly align with the festival’s vision.

“In around 2018, I went out on a limb and sent an offer to ODESZA to play at M3F. No one else had really signed off on it, but it ended up being a groundbreaking and financially changing moment for the festival as a whole. Things like that are what keep you coming back for more.”

Largay felt similarly when The Lumineers were confirmed as a headliner for Dreamy Draw. “It was like the stars aligned with that one. It’s great when massive arena acts work with independent promoters such as myself. I think a little of that is our track record and our history within the industry, but it’s also them wanting to support the community and local promoters.”

Visit www.dreamydrawfest.com to learn more and purchase tickets.