| EVENT REPORT 04.20.09 3:33 PM |
|
Marketers Consider Coachella Too Important to Skip in Lean Times
|
 | T-Mobile's late-night hangar party
Photo: Polk Imaging/FilmMagic |
|
Ask any marketer with a presence at the Coachella Valley Music and Arts Festival and he’ll tell you that the opportunity to promote in the desert during the festival weekend is unmissable and nonnegotiable—even in a downturn. Chalk it up to the sheer concentration of well-connected and enthusiastic music industry folks, fans, and friends captive in the middle of the desert, or to the extreme temperatures and terrain, or to the totally immersive quality of the whole thing—but the attendant brands felt they couldn't afford to be left out, even if this year's economic climate made sponsorship participation and overall budget dollars tougher to wrangle. The festival kicked off on Friday and wrapped Sunday night in Indio.
“This year was really difficult. Sponsors are putting each event under a microscope, and they want to make sure it’s the right type of event for the right R.O.I.,” said Andreas Herr, publisher of Anthem magazine, whose desert party has developed a reputation as the most authentically hedonistic and bacchanalian of the weekend. “But the reason it’s so important for us is that it’s all about contributing to the lifestyle that we cover inside of the magazine. So many people look forward to this event throughout the year. At a time like this, it’s really important to give our fans and our readers something to really look forward to. That one weekend when you can really escape reality and go out there and have fun. It’s our biggest event that we do throughout the year, and we have a lot of fun doing it.”
This year, Anthem’s signature event included a Saturday pool party at a sprawling five-acre ranch property with a three-acre lake. (Herr characterized it this way: “The rough theme is '70s porno ranch meets disco. Does that even make sense? It makes sense to me.”)
MORE >>
RELATED TOPICS
Coachella, T-Mobile, Anthem Magazine, Levi's, Ray-Ban, Urb Magazine, Filter, Vitaminwater, Goodlife.com, Going Green |
 |
| BEST OF 2008 11.24.08 8:00 AM |
|
New Ideas for Step-and-Repeats, Activities, and Entertainment
|
 | Cry-Baby's kitschy cake ladies
Photo: Alison Whittington for BizBash |
|
MORE >>
RELATED TOPICS
Cry-Baby, John Waters, Coachella, Anthem Magazine, Target, Converse, MTV Movie Awards, Inter-Pacific Bar Association, Gen Art, Nokia |
|
| NEWS 05.07.08 7:53 PM |
|
Anthem Emails Memory Book From Coachella Pool Party
|
 | Anthem's Coachella pool party
Photo: BizBash |
|
If your event generates as much hipster chatter as does Anthem magazine's Coachella pool party, why let it die, when you could rehash it ad infinitum instead? In a sure-to-be-forwarded e-newsletter yesterday, more than a week after the two-day event wrapped, the magazine sent out what it called a "memory book," a collection of photographs taken by partygoers professional and amateur. The magazine also assembled and distributed a short video from seven hours of footage taken at the weekend-long event, which includes shots of Levi's gift suite, DJs spinning in a booth above the pool, and a cannonball diving contest that included one naked guest among the swimsuit-clad ones. —Alesandra Dubin
RELATED TOPICS
Levi's, Anthem Magazine, Coachella |
|
 |
|
| EVENT REPORT 04.28.08 4:02 PM |
|
New Slate of Coachella Party Hosts Increases Nighttime Offerings
|
 | Anthem magazine's Coachella pool party
Photo: BizBash |
|
FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
MORE >>
RELATED TOPICS
Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
|
| NEWS 04.18.08 3:40 PM |
|
Coachella to Feature New Amenities On Site, New Brands for Parties Off Site
|
 | The crowded festival grounds in 2007
Photo: BizBash |
|
Next weekend, many of the Los Angeles residents who fall into a certain demographic (loosely defined as young and music-minded, most with hipster affiliations and some disposable income), will flee the city for the desert in the annual pilgrimage known as the Coachella Valley Music and Arts Festival.
The festival at the Empire Polo Field, which noticeably works to reinvent itself annually, will bring with it some first-time initiatives (not to mention the last-minute add of Prince to the lineup). New for this year will be an expanded lobby area at the entrance, which will offer lockers, vendors, restrooms, and water fountains; the area will leave more room on the main polo field for people to mingle, as the space has become increasingly crowded. Also new: Coachella will offer fancy camping packages—tent options including beds, a breakfast buffet, and even air conditioning against the desert heat. Also, as we already reported, festival organizer Goldenvoice has partnered with Amtrak on a shuttle for campers between L.A. and Indio, one of many environmentally friendly projects underway for the festival.
MORE >>
RELATED TOPICS
Coachella, Amtrak, GQ, Condé Nast, Anthem Magazine, Gap, T-Mobile, Sidekick, PlayStation, SingStar, Goldenvoice, Going Green |
|
| MY FAVORITE VENDORS 09.04.07 11:26 AM |
|
Herr Favors Seven, LAX, and the Observatory
|
 | | Photo: Courtesy of Andreas Herr |
|
Andreas Herr is copublisher of Anthem, a culture magazine with a focus on film, art, and design—and a stylish, young readership. Its pool party is fast becoming one of the biggest at the Coachella Valley Music and Arts Festival.
Venues: "For indoor events, I like Seven, a great new lounge that we're doing events with. It's a great spot for cocktails and a little dancing when it gets crowded. Also LAX, which is a good-size L.A. spot, centrally located for a dance event. For outdoor events, the Griffith Observatory’s new additions make it a nice spot with great views." —Alesandra Dubin
RELATED TOPICS
Anthem Magazine |
|
|
|
|
| EVENT REPORT 05.02.07 12:00 AM |
|
Coachella Swells—On and Off Festival Grounds
|
 | | Photo: BizBash |
|
At the end of the night of April 29, after a long weekend made more memorable by unseasonably relentless desert heat, the sun set on this year’s Coachella Valley Music and Arts Festival, presented by Los Angeles-based Goldenvoice. This was the first year the music fest ballooned to three days, and the annual takeover of Empire Polo Field offered more arty installations and eco-conscious innovations than ever before, giving 60,000 ticket holders each day an experience far more broad than just a packed lineup of bands on five stages from lunchtime to past midnight.
MORE >>
RELATED TOPICS
Goldenvoice, Coachella, Hugo Boss, Anthem Magazine, DKNY Jeans, Jane, Condé Nast, Audi |
|
|
