Lollapalooza is set to invade Chicago this weekend, bringing 130 bands and upwards of 270,000 music fans to Grant Park. Although the 22-year-old megawatt festival has a well-established blueprint, new brands jump on sponsorship opportunities, the surrounding party scene sees changes each year, and the festival's dance floor just keeps getting bigger. Here's a look at some new aspects of this year's main event and associated bashes.
1. There will be new parties
Newcomers to the Lolla-weekend party scene include Bed Head Hotel, which takes over the Gold Coast's Public Hotel all weekend. The second installation of the event—which had its first run at Miami's Winter Music Conference in March—is produced by UG Strategies and Entertainment 3Sixty. It will offer free salon styling and haircuts, DJ sets from Lollapalooza bands, drinks, and a V.I.P. artist and media retreat.
Another new event is Mini Night Out. The collaboration between UrbanDaddy and Mini Cooper will promote the new Mini Paceman. Guests can arrange to be picked up in the vehicle throughout weekend and get taken on what organizers call "a surprise nightlife adventure." Reservations can be made on the campaign's Web site. Yet another new event—among several others—is M.A.C. Cosmetics' cocktail party at the Dana Hotel's Vertigo Sky Lounge on Sunday, which will honor the festival's female performers.
2. Returning parties will have new sponsors
BMF Media Group will return to Chicago this weekend to host the "It's So Miami Lounge" at the Hard Rock Hotel and will also use the venue to present the new #ASOSRocks V.I.P. after-parties. (Last year, the late-night events were hosted by Rock the Vote and CK One.) Presented by ASOS, VH1, and Heineken Light, the bashes start at 10 p.m. on Friday, Saturday, and Sunday nights and roll into the wee hours with live performances from artists such as Salt-n-Pepa and Angel Haze. Brand activations will include a digital tablet wall displaying exclusive content; there will also be contests and free "festival survivor kits" from e-tailer ASOS.
Gilt City will bring back its "Better-Than-Backstage" pool party on Saturday, but this year it's presented by Fiji Water. The brand will offer tray-passed water with its new straws and will also dole out Fiji Water snow cones.
3. There's a new V.I.P. pass
This year, organizers debuted the Platinum Pass. The V.I.P. pass includes access to air-conditioned hospitality areas as well as the artist lounges and special viewing areas for the four main stages. Other perks include bar service and catered snacks, golf cart transportation, gift bags, and an on-site concierge. (As of Thursday night, some passes were still available.)
4. There will be more room to dance
Perry's, an area that houses dance parties, grew from a tent to an open-air stage last year to allow more room for dancers to do their thing. This year, the area is reportedly larger than ever.
5. There's more on tap for foodies
Chow Town, the food-court-like section that offers food and drinks from local eateries, has some newcomers this year, including Bar Toma. The Italian restaurant will serve items such as Margherita pizza and potato chips dusted with licorice powder. Glazed and Infused will also make its Chow Town debut, plying guests with assorted doughnuts. And a new food-centric event, Esquire's Lolla Late-Night Supper Club, is set to take place at Tavernita on Saturday night. The $100-a-head fete will offer courses and pairings designed by Chicago chefs Ryan Poli, Jason Vincent, Sarah Grueneberg, and Chris Pandel; it starts at 10:30 p.m.
6. There's a new charitable partner
This year, Lollapalooza partnered with Sweet Relief Musicians Fund to host a fund-raiser at AAA on Thursday night. Benefiting the Chicago Musicians Fund, the event featured a silent auction with items donated by Lollapalooza artists, projections by artist Galina Shevchenko, and that standby of Lolla-weekend parties: live DJ sets.
7. There are more places to score Lolla swag
Last year marked the debut of LollaShop, a pop-up store across the street from Grant Park that let festivalgoers and non-ticket-holders alike shop for official festival merchandise. The shop returns this year and has a new extension: LollaCart will be open at the Shops at North Bridge (a few blocks north of LollaShop) through August 5 and will also offer branded gear including the festival's official T-shirt.
8. Bottoms up: there's a new official tequila
In June, Maestro Dobel Tequila, the festival's new tequila sponsor, launched a series of promotions in coordination with Lollapalooza creator Perry Farrell. Along with billboards featuring Farrell in River North, Bucktown, and other Chicago neighborhoods, the campaign includes social media promotions and gift bags with product samples for all festival acts. The tequila brand will also sponsor the Lollapalooza After Show event at the Aragon Ballroom on Saturday night, which will serve cocktails selected by Farrell.
