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Music Festival

March 2, 2016
Wellness: Coachella Valley Music and Arts Festival
Wellness: Coachella Valley Music and Arts Festival

Coachella, which took place April 10 to 12 and 17 to 19 in Indio, California, offered festivalgoers numerous health and wellness events to attend, including the Nylon Recovery Brunch. The event offered outdoor yoga, as well as other activities meant to help guests recuperate after the weekend.

Photo: Alesandra Dubin/BizBash
Wellness: Coachella Valley Music and Arts Festival
Wellness: Coachella Valley Music and Arts Festival

Sparrows Lodge in Palm Springs was the location of Retreat, a wellness-minded, relaxation-focused event produced by Jeff Consoletti or JJ-LA and tour and event producer Tanya Slater. Taylor & Taylor was behind the production design, which included a silk patchwork canopy, Persian rugs, and kilim pillows. The event also offered free massages.

Photo: Tyler Curtis
Wellness: SXSWi
Wellness: SXSWi

This year's South by Southwest Interactive, part of SXSW, which took place March 13 to 17 in Austin, Texas, had a Pursuit of Equinox cycling class at the Fast Company Grill at Cedar Door. Bikes pedaled by participants sent out data that was visualized on a screen.

Photo: Nadia Chaudhury/BizBash
Wellness: SXSW
Wellness: SXSW

For early risers, Spotify House held cycling classes by SoulCycle and dance classes, with a live DJ.

Photo: Alli Harvey/Getty Images for Spotify
Guest Amenities: Lollapalooza
Guest Amenities: Lollapalooza

Many music festivals this year offered amenities to attendees that included beauty booths and necessary goods. Bud Light's traveling House of Whatever activation at Lollapalooza, which took place in Chicago's Grant Park from July 31 to August 2, had a "Tattoos and 'Dos" booth, which offered braiding, hair chalking, and other festival-inspired hairstyling services.

Photo: Barry Brecheisen for Bizbash
Guest Amenities: Pitchfork Music Festival
Guest Amenities: Pitchfork Music Festival

Whole Foods had a miniature market at Pitchfork Music Festival, which took place July 17 to 19 at Chicago's Union Park. The market offered fruits and snacks, as well as sunscreen, hair ties and bobby pins, and scented sprays. The station encouraged guests to take advantage of the free perks with a sign that read "Refresh yourself before you wreck yourself."

Photo: Barry Brecheisen for BizBash
Guest Amenities: Pitchfork Music Festival
Guest Amenities: Pitchfork Music Festival

At a mini mart outside of a Soho House Chicago activation, guests could design their own parasols for portable shade during the festival.

Photo: Courtesy of Soho House Chicago
Guest Amenities: SXSW
Guest Amenities: SXSW

Comedy Central's one-day Kegs and Eggs at Pelons & Bar offered attendees three key festival necessities: eggs, beer, and ponchos for that inevitable rainy day.

Photo: Nadia Chaudhury/BizBash
Guest Amenities: SXSW
Guest Amenities: SXSW

For attendees with dying phone batteries, Mophie had St. Bernards on hand with the brand's power reserve unit inside a barrel attached to the dogs' collars. Those in need of a charge took screenshots of their phone screen and location, and tweeted to the brand.

Photo: Nadia Chaudhury/BizBash
Sweet-Theme Snack Bars: Pitchfork Music Festival
Sweet-Theme Snack Bars: Pitchfork Music Festival

Off site but near festival grounds, Soho House Chicago teamed up with food website and mobile app the Infatuation to host an Ice Cream Social for festivalgoers on Friday. The event included a complimentary D.I.Y. sundae bar, where toppings inspired by the hotel's eateries included melon, basil, and bits of apple pie.

Photo: Courtesy of Soho House Chicago
Sweet-Theme Snack Bars: Miami Music Week
Sweet-Theme Snack Bars: Miami Music Week

The Breakfast Sessions buffet was housed in the Red Bull Guest House at the Sagamore Hotel during the Winter Music Conference in Miami from March 24 to 28. Offered as a late-night snack, the buffet served munchies including Pop Tarts with dipping sauces, mac 'n' cheese, chicken-and-waffle sandwiches, and Twinkies.

Photo: Erik Voake/Red Bull Content Pool
Low-Tech Activities: Essence Festival
Low-Tech Activities: Essence Festival

Certain music festivals this year proved that going old-school can be the key to throwing an entertaining party. At the Essence Festival, which ran from July 2 to 5 in New Orleans, McDonald's threw a retro-theme community celebration, called the "Lovin' Skate Jam," which was designed by BPR and the Narrative Group. The fast-food chain's event offered roller skates and a skating rink for attendees, as well as a photo booth with '80s and '90s hip-hop-inspired props.

Photo: Courtesy of the Narrative Group
Low-Tech Activities: Coachella Valley Music and Arts Festival
Low-Tech Activities: Coachella Valley Music and Arts Festival

The Bootsy Bellows estate's party featured a colorful ball pit for adults, backed by the logo and slogan of sponsor McDonald's. The Narrative Group handled media, producing the party with support from ESE Lifestyle.

Photo: Rick Williams
Low-Tech Activities: SXSW
Low-Tech Activities: SXSW

Brooklyn Brewery brought its traveling petting zoo, Tiny Tails to You, to the Grackle. One of the highlights was a tortoise race.

Photo: Nadia Chaudhury/BizBash
Low-Tech Activities: Coachella Valley Music and Arts Festival
Low-Tech Activities: Coachella Valley Music and Arts Festival

My Jewel Bar's table at the Retreat offered guests baubles that they could customize with festival-inspired charms and details.

Photo: Alesandra Dubin/BizBash
360-Degree Photo Booths: Lollapalooza
360-Degree Photo Booths: Lollapalooza

In a V.I.P. area, guests could have their photos snapped inside the "Bud Light Lolla-Scope." The machine took rotating, 360-degree photos of guests, who then posted the images to their social media accounts. The images were automatically populated with the phrase: "And this happened at Lolla 2015," along with the #UpForWhatever hashtag.

Photo: Barry Brecheisen for Bizbash
360-Degree Photo Booths: SXSW
360-Degree Photo Booths: SXSW

HBO’s Silicon Valley brought Scheimpflüg’s Time Slice 360-degree photo booth to the Mashable House. Guests could email the images they took to themselves.

Photo: Nadia Chaudhury/BizBash
Remote Concert Viewing: Lollapalooza
Remote Concert Viewing: Lollapalooza

Not a fan being stuck in a wild crowd at the front of the stage? Festivals this year provided the opportunity to watch artists onstage in a less chaotic setting. At Samsung's Galaxy Experience and its Owner's Lounge, guests interacted with the Samsung Gear VR, a virtual-reality device that gave them an up-close view of the performances on the Samsung Galaxy stage.

Photo: Barry Brecheisen for Bizbash
Remote Concert Viewing: Pitchfork Music Festival
Remote Concert Viewing: Pitchfork Music Festival

Local beer company Goose Island made custom periscopes, set back from the main stages, that let guests peer at the festival crowds near the stages.

Photo: Barry Brecheisen for Bizbash
South by Southwest
South by Southwest

Where/when: Austin, Texas; March

Type of offerings: Music, film, and digital media

2014 dates & ticket prices: March 7-16; admission prices start at $495

Vibe: Crowded, celebratory, frenetic, and keyed in to all things media—especially music, given its origins as a music fest. The significant presence of many start-ups adds dynamic energy throughout the event, and a hipster sensibility pervades venues throughout the city.

Audience: The 2014 iteration drew an estimated 150,000 people, who turned out for all or part of the 10-day program. Among the ranks are mostly twenty- and thirtysomethings, with more than one in 10 traveling from abroad. It leans more heavily toward male attendees—about 60 percent to 40 percent female.

Past event hosts: USA Network, 3M, Beats by Dre, Sonos, Filter, Fader, MySpace

Past main event sponsors: Chevrolet, Friskies, American Airlines, Oreo, Yahoo, Smirnoff, Taco Bell, SideCar

What works: Media-, music-, tech-, and innovation-heavy parties and activations are right for this crowd—last year 3M even used a disturbingly lifelike digital avatar named Jenny that directed guests to panels and events at the Austin Convention Center. Official and unofficial events take over hotels, restaurants, and nightclubs throughout the city.

What doesn't work: Events without a surprising interactive element—or another obvious draw like headlining entertainment—will have trouble rising above the noise.

Photo: Nadia Chaudhury/BizBash
Ultra Music Festival
Ultra Music Festival

Where/when: Miami; March

Type of offerings: Electronic dance music

2014 dates & ticket prices: March 28-30; admission prices start at $399.95

Vibe: Ultra feels like an eclectic costume party. Scantily clad attendees from all over the world offer plenty of people-watching opportunities. It attracts newbies and longtime festival vets alike.

Audience: Last year, Ultra broke attendance records with about 330,000 people from more than 80 countries at Bayfront Park; the festival also attracts a number of college-age spring breakers.

Past event hosts: Absolut, SiriusXM, Belvedere, Red Bull

Past main event sponsors: Heineken

What works: Pool and yacht parties, private warehouse bashes, and nightclub events start after the festival’s official daily curfew. Record label parties are a huge draw, allowing guests to check out DJs and related talent. An electronic music component is essential to grab attention.

What doesn't work: Ultra doesn’t have an especially upscale feel—folks are dressed casually in neon and high-tops—so events that feel too dressed-up aren’t the right fit. Morning events are a definite no-no for the late-night crowd.

Photo: Pedro Rivera Photography
Coachella Valley Music & Arts Festival
Coachella Valley Music & Arts Festival

Where/when: Indio, California; April

Type of offerings: Music and art

2014 dates & ticket prices: April 11-13, April 18-20; admission prices start at $375

Vibe: Generally peaceful, joyful. Think braids and daisy garlands amid a free-to-be atmosphere. There’s an air of concern for the environment: interactive recycling programs draw heavy crowd ­participation.

Audience: A generally sold-out crowd blanketing Indio’s vast Empire Polo Club comprises mixed-genre music fans, many traveling from Los Angeles to the three-day-long program that repeats on consecutive weekends. The range of ages and interests appeals to marketers in the categories of fashion, media, and beverage. Last year drew 90,000 three-day ticket holders for each of the two weekends, and this year is sold out as well.

Past event hosts: Lacoste, Armani Exchange, T-Mobile, Guess, ShopBazaar, H&M, Chevy Volt

Past main event sponsors: Heineken, H&M, JBL, PlayStation, Red Bull, Fruttare

What works: With the desert heat often soaring well above 100 degrees, pool parties reign supreme. The parties often take over private residences and hotels on the festival grounds as well as in neighboring Palm Springs, Cathedral City, and others. With the music-minded crowd, live concerts are often the centerpieces, though festival host Goldenvoice has restrictions on performances by its official acts.

What doesn't work: Daytime events without a pool component—the weather is too unforgiving. Second-weekend events aren’t as popular, so brands overwhelmingly prefer the buzzier first weekend.

Photo: Alesandra Dubin/BizBash
Bonnaroo
Bonnaroo

Where/when: Manchester, Tennessee; June

Type of offerings: Music, art, film, and comedy

2014 dates & ticket prices: June 12-15; admission prices start at $234.50

Vibe: The festival draws a crowd with overtly artsy and environmentally friendly sensibilities. There’s a sense of community and an eagerness to explore the festival footprint and its campgrounds throughout Great Stage Park, a 700-acre event ground.

Audience: The Superfly Presents-produced Bonnaroo draws a crowd of about 80,000, including older attendees who have been around since the festival’s beginnings in 2002, to college-age kids from around the country.

Past event hosts: Fuse

Past main event sponsors: State Farm, Ford, Ben & Jerry’s, Dell, Garnier, Miller Lite

What works: Events held at night are a great match for the festival, where the masses are camping and make for a captive audience on the grounds. And given the Tennessee summer heat, giveaways that help keep attendees cool are favorites.

What doesn't work: The crowd doesn’t fancy itself as cool as, say, the Coachella kids, so events that feel exclusive are less likely to make an impact.

Photo: Nadia Chaudhury/BizBash
Pitchfork Music Festival
Pitchfork Music Festival

Where/when: Chicago; July

Type of offerings: Music and a retail media fair

2014 dates & ticket prices: July 18-20; admission prices start at $60

Vibe: Set in Chicago’s Union Park, the festival feels a little calmer than Lollapalooza, which shares its host city. It’s smaller and therefore easier to traverse. Headline performances draw a bigger crowd, whereas daytime events have a more relaxed vibe.

Audience: With affordable ticket prices for a major festival, Pitchfork is able to draw a broader audience. The festival also feels more intimate with about 18,000 attendees per day. Think indie music lovers and people wanting to discover up-and-coming bands.

Past event hosts: Ray-Ban, Threadless

Past main event sponsors: Vans, Hostess, ZipCar, Heineken, Goose Island

What works: Brands tend to draw in consumers with perks like icy treats, snacks, cell phone charging stations, and other essentials for staying comfortable at a hot music festival. H&M even brought in deodorant in 2012.

What doesn't work: Sponsor signage on the festival’s stages was a no-go in 2013, so sponsors used everything from carnival games to reps dressed as Twinkies to draw attention.

Photo: Barry Brecheisen for BizBash
Lollapalooza
Lollapalooza

Where/when: Chicago; August

Type of offerings: Music, food, and retail

2014 dates & ticket prices: August 1-3; admission prices start at $95 (based on 2013 one-day passes)

Vibe: The atmosphere is festive, crowded—the event drew a record 300,000 attendees in 2013—and subject to Chicago’s unpredictable elements. It’s known to rain on the hot late-summer festival, creating a devil-may-care environment with attendees sloshing around in mud.

Audience: Young and with diverse musical genre interests: fans come to see indie, hip-hop, dance, R&B, and even country acts. But many attendees weren’t even born when some of the festival’s headline acts like Nine Inch Nails and the Cure were topping charts. The crowd is also international: At least one in 10 attendees travels from abroad.

Past event hosts: Belvedere, Gilt City, Fiji Water, Billboard, Asos, Bed Head

Past main event sponsors: Red Bull, Bud Light, Samsung, BMI, Toyota, Citi, Mophie, Gap, Hard Rock Hotel

What works: Given the festival’s urban downtown environs in Chicago’s Grant Park, hotels are popular—and proximate—venue choices for parties. And hotels welcome the event business and tourists: the festival has an economic impact of $120 million on the city.

What doesn't work: Overcrowding at related events is a perennial problem, and long lines have created headaches for guests and hosts alike. Further, Chicago’s notoriously dicey August climate has led to cancelations and last-minute tweaks (including an evacuation of the grounds in 2012).

Photo: Barry Brecheisen for BizBash
Austin City Limits
Austin City Limits

Where/when: Austin, Texas; October

Type of offerings: Music, food, and art

2014 dates & ticket prices: October 3-5, October 10-12; admission prices start at $200

Vibe: The festival feels buzzy and big; in 2013, back-to-back weekends drew 375,000 fans. All-ages attendees contribute to an agreeable atmosphere: Frisbee throwing, kids’ activities, and juggling are mixed in with the music offerings at Zilker Park..

Audience: Austin City Limits draws the young audience that you’d expect at a music festival, but more than a quarter of its attendees fall into the 35-to-44 age bracket. There’s even an “Austin Kiddie Limits” area to accommodate families. A third of attendees are local to Austin.

Past event hosts: Pizza Hut, Viacom, Tito’s Handmade Vodka

Past main event sponsors: Bud Light, Samsung, Honda

What works: For off-site events, festivalgoers are attracted to the comforts they don’t find on festival ground: amenities, places to sit and relax, and free food and drink. Free barbecue—and even free tattoos—are popular event  offerings. Because of the festival’s strict 10 p.m. curfew, after-hours events have a good bet at drawing crowds.

What doesn't work: Traffic is a huge challenge to and from the festival venue, so hosts that choose locations too far away have it tougher when trying to pull attendees.

Photo: Jack Edinger
In April, Four Seasons Hotels & Resorts hosted a conference for all of its food and beverage directors in the Americas. The event, held at the Four Seasons Los Angeles at Beverly Hills, focused in part on the importance of sustainable, local, and organic ingredients in dishes served at all of the brand's hotels and resorts. In keeping with that theme, the design of the event showcased farm-to-table offerings in a farmer's market-style setup, complete with displays of colorful produce. Cyrille Pannier, executive chef at the Four Seasons Hotel Los Angeles at Beverly Hills, created the farmer's market display; he is one of three designated so-called 'wellness chefs' in the company.
In April, Four Seasons Hotels & Resorts hosted a conference for all of its food and beverage directors in the Americas. The event, held at the Four Seasons Los Angeles at Beverly Hills, focused in part on the importance of sustainable, local, and organic ingredients in dishes served at all of the brand's hotels and resorts. In keeping with that theme, the design of the event showcased farm-to-table offerings in a farmer's market-style setup, complete with displays of colorful produce. Cyrille Pannier, executive chef at the Four Seasons Hotel Los Angeles at Beverly Hills, created the farmer's market display; he is one of three designated so-called "wellness chefs" in the company.
Photo: Courtesy of Four Seasons Los Angeles at Beverly Hills
Appropriately, guests dined at picnic-style tables shaded by umbrellas and topped with unfussy lanterns and greenery. Guests could pluck napkins from tabletop baskets.
Appropriately, guests dined at picnic-style tables shaded by umbrellas and topped with unfussy lanterns and greenery. Guests could pluck napkins from tabletop baskets.
Photo: Courtesy of Four Seasons Los Angeles at Beverly Hills
Last year, luxury Italian shoe brand Tod's used a farm stand to display its Gommino loafers at a charity luncheon in Amagansett, New York. The brightly colored footwear was color-coordinated with edible items, including red peppers, lemons, oranges, and broccoli.
Last year, luxury Italian shoe brand Tod's used a farm stand to display its Gommino loafers at a charity luncheon in Amagansett, New York. The brightly colored footwear was color-coordinated with edible items, including red peppers, lemons, oranges, and broccoli.
Photo: Kelly Taub/BFA.com
Another footwear brand also used market stalls to display its wares. In July 2011, Havaianas launched a pop-up shop in Los Angeles where a make-your-own flip-flops station resembled a fruit stand, complete with baskets and colorful accents.
Another footwear brand also used market stalls to display its wares. In July 2011, Havaianas launched a pop-up shop in Los Angeles where a make-your-own flip-flops station resembled a fruit stand, complete with baskets and colorful accents.
Photo: BizBash
At Kari Feinstein's Style Lounge during Oscar week in Los Angeles, a setup for Jamba Juice included fresh produce displayed in farm crates.
At Kari Feinstein's Style Lounge during Oscar week in Los Angeles, a setup for Jamba Juice included fresh produce displayed in farm crates.
Photo: Vivien Killilea/WireImage
A 2014 event for Expedia and Citi in a New York townhouse space saw each room decorated in the style of a different travel destination. The rooftop design at the event produced by HL: Creative mimicked a Napa farmer's market, and guests were encouraged to shop the market and place their selections of produce, flowers—and even wine—into their bags.
A 2014 event for Expedia and Citi in a New York townhouse space saw each room decorated in the style of a different travel destination. The rooftop design at the event produced by HL: Creative mimicked a Napa farmer's market, and guests were encouraged to shop the market and place their selections of produce, flowers—and even wine—into their bags.
Photo: Mike Coppola/Getty Images for Citi
Santa Monica-based venture capital firm Upfront Ventures hosted its annual Upfront Summit tech conference earlier this month in Los Angeles. Meant in part to underscore the power of the local tech community and the importance of the firm’s location and proximity to the creative and entertainment realms, the event had a distinctly Los Angeles feel. As part of that approach, the lunch included a farmer’s market-style experience, with food trucks, picnic tables, and drinks served on a rustic cart.
Santa Monica-based venture capital firm Upfront Ventures hosted its annual Upfront Summit tech conference earlier this month in Los Angeles. Meant in part to underscore the power of the local tech community and the importance of the firm’s location and proximity to the creative and entertainment realms, the event had a distinctly Los Angeles feel. As part of that approach, the lunch included a farmer’s market-style experience, with food trucks, picnic tables, and drinks served on a rustic cart.
Photo: Scott Clark Photo
At Design Industries Foundation Fighting AIDS' Dining by Design event in Chicago last year, Steelcase by Nelson set up a playful installation that encouraged guests to take home bags of fresh produce in a farmer’s market-like color-blocked display.
At Design Industries Foundation Fighting AIDS' Dining by Design event in Chicago last year, Steelcase by Nelson set up a playful installation that encouraged guests to take home bags of fresh produce in a farmer’s market-like color-blocked display.
Photo: Barry Brecheisen for BizBash
At the Pitchfork Music Festival in 2012 in Chicago, Whole Foods set up a farmer's market where guests could purchase goods including strawberries and sunflowers in a kitschy space decorated with gingham curtains and baskets.
At the Pitchfork Music Festival in 2012 in Chicago, Whole Foods set up a farmer's market where guests could purchase goods including strawberries and sunflowers in a kitschy space decorated with gingham curtains and baskets.
Photo: Jenny Berg/BizBash
When Los Angeles’s Farmers Market first opened in 1934, local farmers casually sold their goods from vehicles parked on the otherwise empty land. To celebrate the market’s 75th anniversary in 2009—by which time the Mid-City area of Los Angeles had become an intensely high-traffic center—a milestone-marking event included a stage decorated with colorful produce in baskets.
When Los Angeles’s Farmers Market first opened in 1934, local farmers casually sold their goods from vehicles parked on the otherwise empty land. To celebrate the market’s 75th anniversary in 2009—by which time the Mid-City area of Los Angeles had become an intensely high-traffic center—a milestone-marking event included a stage decorated with colorful produce in baskets.
Photo: Nadine Froger Photography
As part of a 2008 press launch for beauty lines Yes to Tomatoes and Yes to Cucumbers in New York, producers picked items from the nearby Union Square green market to create a custom farmer's market where guests could shop. Attendees to the luncheon event could browse the produce and learn more about the products.
As part of a 2008 press launch for beauty lines Yes to Tomatoes and Yes to Cucumbers in New York, producers picked items from the nearby Union Square green market to create a custom farmer's market where guests could shop. Attendees to the luncheon event could browse the produce and learn more about the products.
Photo: Eric Hason
Pepsi
Pepsi

Visitors had the opportunity to receive a Pepsi-branded can cooler personalized with their photo and name.

Photo: Andrew Swartz for iHeartRadio
Fun Fun Fun Festival
Fun Fun Fun Festival

The stages for this year's festival were divided by genre and denoted by color: black for metal, punk, and hard rock; blue for hip-hop, R&B, and electronic bands; orange for indie rock; and yellow for comedy.

Photo: Nadia Chaudhury/BizBash
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