From the Napa Valley Register:
"Graham said the tipping point for the festival came at a meeting with a Los Angeles-based William Morris music executive named Marc Geiger.
“We flew down there, and we told him our story,” said Graham. “Who we were. Our intentions. Our background.” In the end, “He let us give them our money,” said Graham with a laugh.
The producers ended up booking all-important headliners Outkast and Eric Church through Geiger, Graham said.
The Cure was a last-minute, but “much welcomed,” addition, and just in time to announce the entire lineup, he said."