USE THE FORCE: Luke Bryan’s Crash My Playa destination event will take place for the 10th time in 2025. (Alive Coverage)

Luke Bryan headlines two nights, along with Jason Aldean and Kane Brown

After nine years of mezcal and music on the Yucatán Peninsula, Luke Bryan’s Crash My Playa is ordering another round for the 10th annual excursion to Cancún, Mexico in 2025.

“We have learned quite a bit,” said Andrew Clements, senior vice president of operations and production for Playa Luna Presents. “We’ve had a lot of challenges over the years, but I feel especially going into this year, we are in a really good place with producing the event.”

Bryan, a five-time CMA entertainer of the year and “American Idol” judge, will host the event from Jan. 15-18, 2025, at the Moon Palace Cancún, a AAA Four Diamond awarded resort. After hosting country stars and sold-out crowds, event producers Playa Luna Presents have perfected a blend of topline, oceanside concert production with high-end amenities and experiences — from pyramids to pool parties — for 5,000 attendees.

“Ultimately, what we are trying to create is an experience that is outside of just the concert,” explained Clements. “We put on a full-size stage that’s equivalent to many stages that Luke Bryan would play throughout the year. But on top of that, we are curating a whole experience with pool parties and activities, a built-out merchandise program. The concert is the focal point, but then we are giving the fans an opportunity to have a vacation on top of that.”

Bryan headlines two nights, along with the return of Jason Aldean, who’s performing on the beach for a third time, and Kane Brown, who is making his Crash My Playa debut in 2025. Other artists include Dustin Lynch, Bailey Zimmerman, Dylan Scott, Elle King, Jackson Dean, Nate Smith, Dasha, Ella Langley, Tucker Wetmore and DJ Rock.

“This is one of those pinch-me moments: the 10-year anniversary of a festival that I got to create along with the Playa Luna team,” Bryan said in a statement. “It is hands down one of my favorite times on stage – period.”

Early on, producing an event in Mexico had its challenges, but Clements said the team has assembled a group of local production vendors to minimize equipment transportation and shipping hurdles.

“We bring one truck of supplies from the United States. Luke will bring a truck or two. Some of the other artists will bring a truck or two – specifically, those are instruments and things they want to play,” Clements said. “But sound, lights and staging we source in Mexico City or Guadalajara. It is increasingly available as music festivals and concerts in general are more and more popular in Mexico.”

The Playa Luna Presents team works with each artist’s production team to walk through travel needs, logistics and documentation requirements to keep things simple and seamless. The event team is able to accommodate most stage setups with the recent addition of a larger stage and rigging capacity.

CRASH INTO ME: Luke Bryan’s Crash My Playa 2024 Music Festival took place at Moon Palace in Riviera Cancun, Mexico on January 18, 2024. (Alive Coverage)

“Because we’ve been doing this for 10 years we have relationships,” said Clements. “Talking through everything from the get-go and making sure that we align on what their expectations are as well as our expectations seems to work very well. Most artists that come down and play with us walk away having had an amazing experience.”

The all-inclusive event is on sale now with early access for previous guests and fan club members for Bryan, Aldean, Brown and Lynch. The alumni program also includes access to dedicated bars and bathrooms at the venue.

According to organizers, ticket prices are consistent with 2024 and start at $2,335 per person up to more than $9,000 per guest depending on length of stay, room choice and location at Moon Palace Cancún. The price includes the concerts, airport transfers, accommodations, food and beverage, 24-hour room service and resort activities steps from Crash My Playa’s custom, concert venue. Payment plans are available to help manage costs.

“We’ve been working with the resort to develop our venue to feel more like a concert space on a beach and not as much a raw beach,” said Clements. “We add food and beverages stations, additional production, to really enhance the concert experience…The phrase, ‘There’s not a bad seat in the house’ is very applicable here. At a max you are only a couple hundred feet from the stage.”

The event production company specializes in destination events for artists and fans. Playa Luna Presents is focused on sustainability and excellence, curating events in some of the world’s most beautiful locations.

“Live music on a beach in Mexico at an all-inclusive resort sounds pretty good to me,” said Clements. “It’s awesome doing this with Luke for 10 years now and seeing how it has changed and evolved, and watching it take off as an amazing experience for the fans.”