Overview JMF Presents is a family-owned Reno promoter that puts a separate festival on for each genre: Drifters for country, Now or Never for alt rock and punk, Brighter Daze for reggae, Tripwire for rock and metal, and three electronic nights in Ashes to Art, a Halloween weekend and Life in Lite on New Year's Eve. They run at J Resort's Festival Grounds in downtown Reno, next to the resort casino's outdoor Glow Plaza. The company grew out of JamPro Music Factory, a Reno music school and studio started in the mid-2000s, and JMF Entertainment, its production arm. On site The Festival Grounds is a natural grass field with downtown Reno's towers and apartment blocks standing behind the stage. Each festival hangs its own painted header across the stage roof, Brighter Daze with mountains in the lettering and Ashes to Art in white on black, and video screens hang on the scaffold towers to either side. JMF Entertainment builds the shows itself, from audio and lighting to video, staging and scenic design. Bags are searched at the gate, there is no re-entry, and a map of restrooms, food, water and medical goes out before each show. Audience The crowd stands on the grass through the night. At the country shows it is cowboy hats and boots; at the Halloween electronic weekend the front barrier fills with people in costume, arms up and phones out. Track record ElectroCarnage, the Halloween weekend billed as Reno's Biggest Little Halloweekend Festival, ran its second year on October 31, 2025, with Crankdat and Levity headlining. Brand presence JMF sells one custom package, built per brand and per festival: activations on the grounds, venue and LED signage, product placement with category exclusivity, radio, TV and digital media, co-branded VIP packages, a sponsor-hosted lounge and naming rights. The closing moment of a night, fireworks or a drone show, can carry a name, and the resort adds touchpoints inside its hotel.