By Wendy Wollenberg Posted May 20, 2008, 3:04 PM EDT
Another V.I.P. facet will be added to this year's iteration of Lollapalooza, taking place at Grant Park in Chicago from August 1 to 3. The EastSport Cafe, a joint venture from New York-based BMF Media Group and EastSport backpacks, is a pop-up café located within the CK One Music Lounge at the Hard Rock Hotel. The CK One Music Lounge has been installed at the Michigan Avenue hotel for each Lollapalooza festival since 2006. (Lolla became an annual Chicago-only event in 2005.)
The CK One Music Lounge incorporates an invitation-only media outpost, gifting lounges, and live performance and party spaces in the Hard Rock Hotel's fourth-floor private event rooms. In the past two years, such companies as Red Bull, Don Julio, and Apple have served as brand partners, and everyone from Amy Winehouse to Perez Hilton has made the scene.
The EastSport Café concept launched at this year's South by Southwest festival in Austin, Texas. The on-site café will be open to musicians, press, and invited guests during the run of the festival and will offer a full menu, a bar, and free Wi-Fi access. The Chicago details are still being worked out, but Austin's EastSport Café featured on-site jeans fittings from AG Adriano Goldschmied, a Cafe Bustelo espresso bar, an Altoids bar, and a recording studio set up by VH1.