Brands Choose the First Weekend of Coachella to Market
April 12, 2012 by Sandra Burciaga
Photo: Seth Browarnik/WorldRedEye.com via BizBash
Spawning as a two-day event in 1999 with an attendance of 25,000 people, Coachella has grown to become the crème de la crème of all music festivals. From music fans to Hollywood celebrities, everyone wants to be a part of Coachella and witness the novelty of all that it radiates. In 2007 we saw the first three-day Coachella—and now, 2012 has been a historical year for the Goldenvoice-presented music festival as it expands its legacy into two back-to-back weekends of Coachella. In recent news, Goldenvoice announced last week that they purchased 280 acres of land at the festival site in Indio, Calif.
With the first weekend kicking off tomorrow, April 13 - 15 at the Empire Polo Club in Indio, Calif.—brands, Coachella veterans and Hollywood have favored the first weekend of the festival, thus coining it as the “real Coachella.” Needless to say, the second weekend of Coachella (April 20-22) will be just as fun—but with less brands and swanky pool parties.
Last years’ leading brand parties were both the Lacoste and "Armani Exchange and T-Mobile Neon Carnival.” This year both brands return to keep their glamorous parties going. Armani Exchange will host its third annual Coachella soiree late Saturday night at a remote airport hangar not far from the festival grounds. The night will celebrate the launch of Armani Exchange's new Color Pop watch collection and T-Mobile's HTC One S device, and will include its signature carnival accouterments, like a Ferris wheel, giant slide, bumper cars, snow cones, and cotton candy.
Meanwhile, Lacoste L!ve's Saturday and Sunday daytime pool parties will be held at an estate in Thermal. The grassy site looks like Greenwich, Conn. with inflatable crocodiles in the pool on-site pop-up shops in addition to live acoustic performances.
Top-shelf promoters The Alliance, SBE and Night Vision Entertainment will bring enough velvet ropes to fill the 4.000-square-foot pool at the Mirage Artist Retreat, just outside the festival grounds.
Other brands hosting some extravagant gatherings include: Google Play, Hard Rock Hotel, H&M, Mulberry, Madewell, Details magazine, FILTER magazine, Nylon magazine and many more. Additionally—KCRW, The Hundreds and A Club Called Rhonda will all host a weekend of poolside fun at The Saguaro, while the Ace hotel’s Desert Gold parties return for its hipster party-goers.
Whether you’re attending Coachella or just heading out the first weekend for the exciting and celebrity-filled brand parties, there is plenty of fun to be had for everyone.