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2. 6 New Venues for Los Angeles Holiday Parties

3. Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

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FROM NEW YORK

Morgan Loft Penthouse: Temporary Venue for Holiday Season

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News Archive for Goodlife.com

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 >>

Coachella, T-Mobile, Anthem Magazine, Levi's, Ray-Ban, Urb Magazine, Filter, Vitaminwater, Goodlife.com, Going Green