Fender Gives Attendees An All-Access Pass With The First-Ever Fender University

This month, Fender is launching Fender University, a four-day educational seminar in Riverside, CA. It’s an event that will give attendees the opportunity to work one-on-one with noted musicians and get an inside look at the world of Fender.
“For the first time, we’re allowing consumers access to things that they’ve never been permitted to do before,” says Jennifer Burton, marketing communications manager for Fender. “We do not open our factories for public tours; we don’t really tell that story to the public. We’re giving them access to us, artists and clinicians, in an attempt to give them the musical experience of a lifetime.”
The program came out of a need within the company to create an umbrella property to encompass its many educational efforts, including programs with dealers and K-12 initiatives in schools. The goal is for Fender University to be a flagship that serves as an umbrella over the brand’s other efforts.
The target. The program is open to all skill levels, although it will obviously appeal largely to Fender enthusiasts, whether they’re just product collectors or hard-core guitarists. As the class of the program is taking shape, Burton says it seems many of the attendees are “professionals or executives that are guitar or bass hobbyists. They might be in blues or jam bands a couple of times a week, but are doctors during the day.” Fender is limiting the total class size to 35 people to promote an intimate learning environment, and a pricepoint of $6,500 per person includes hotel accommodations, attendance at all of the sessions and meals for the weekend.
The program. Attendees arrive on Thursday, Aug. 21 and leave on Sunday, Aug. 24. The first day is a registration and meet-and-greet. On Friday, attendees will take a tour of the Fender Corona Factory, the Fender Custom Shop and The Fender Center For Performing Arts, a local facility that provides education to children. At night, they’ll attend dinner and a live concert event.
On Saturday and Sunday, attendees will dive into the education seminars and Q&As. Attendees will work in small groups with a variety of clinicians, dissecting songs in preparation for a jam-session on stage on Sunday. The days are peppered with appearances by a variety of renowned musicians, including rock legend Yngwie Malmsteen and singer-songwriter Willie Porter.
“Each session will be unique and intimate,” Burton says. “It’ll be an up-close and personal experience. Attendees will be able to ask questions, get autographs and take photos.”
On Sunday, attendees will continue breakouts and then perform in a jam session with both students and teachers. A dinner/graduation ceremony will be held at the host hotel, the Mission Inn.
The whole program is a way for the brand to reward loyal customers and give Fender enthusiasts a chance to get up-close-and-personal with artists in an environment that only Fender can offer. The EM verdict? Rock on!