Company behind Lollapalooza to bring new festival to Bentonville

What to expect: In addition to traditional performance stages, Format will include a barn for disco parties, an "adult playground," a "maze" of retail and food vendors, and venues for immersive art installations and experimental sounds.

• Plus: You can camp at the festival.

Between the lines: Yes, the Waltons are behind this. Oz Brands, whose mission is essentially to boost NWA quality of life and which is part of Steuart and Tom Walton's Runway Group, is an official festival partner.

• Olivia Walton, Crystal Bridges' chairperson and Tom Walton's wife, told The Wall Street Journal that Triadic pitched the concept to her and Tom two years ago. The Waltons saw a festival as a way to invest in the region's creative economies beyond the Crystal Bridges museum, the newspaper reported.

Details: Format will take place Sept. 23-25 at the Sugar Creek Airstrip property, which includes about 250 acres northeast of downtown Bentonville. Some events will also take place at Crystal Bridges and the Momentary.

• Tickets go on sale at 10am Friday. General admission for all three days starts at $275.