This study is exploring the fundamental factors that attract and develop potential audience in order to adopt a music festival, in addition it determines specifications which have an impact on satisfaction of customer experience. The study began with a literature exploration for framing the theoretical background of the music festivals regarding to service design issues. Thereafter, three research methods were conducted in this study. These procedures are face to face semistructured in-depth interview, expert focus study, and quantitative experimental study. 140 constructs were derived from literature review, and two different interviews with audience and experts. 33 most important constructs were modified by audience and experts through final interview. In the end, relating to these constructs, 531 people surveyed via online tools. The online survey consists of 45 questions that are the most noteworthy considerations about customer adoption and experience, in regard to the results of the final interview. In conclusion, this research presents affecting factors of customers’ attendance intention in music festivals through identifying requirements. Thus, this paper provides extensive information for the use of event organizers in order to reach out large crowds and hold successful music festivals. Keywords: Music Festival, Service Design, Event Management, Audience Development, Customer Experience