INDIO, CALIF.—For many brands and experiential agencies, April in the Southern California desert has become a full-season commitment—and no, it doesn’t end when Coachella's buzzy two weekends wrap up. Enter Stagecoach, billed as the world’s largest country music festival, which this year took over the Coachella Valley's Empire Polo Club April 25-27 with headlining sets from Zach Bryan, Jelly Roll, and Luke Combs.
Long considered Coachella’s laid-back sister event, Stagecoach has officially stepped into its own spotlight in recent years, drawing huge crowds—and major brand attention. This year, some companies extended their Coachella footprints with clever country-western makeovers, swapping desert glam for cowboy boots, hay bales, and plenty of mechanical bulls. Others came in fresh, launching new activations designed specifically for a country-chic crowd.
From playful photo ops to interactive product displays to full-blown saloons, Stagecoach 2025 was packed with creative builds, smart guest engagement, and vibrant country-western vibes. Scroll on for some of our favorite brand moments from the weekend.
Facebook's Connection Canteen
As part of Facebook’s ongoing, increased efforts to reach young adults, the platform made its Stagecoach debut this year, helping festivalgoers stay connected to their friends and enjoy the best of OG Facebook. The eye-catching space—which was open to all festivalgoers all weekend—celebrated the social platform's new Friends Tab launch.
Photo: Quinn Tucker
Facebook's "Connection Canteen" allowed fans to take a break and meet fellow music lovers; there was also a hydration station. The brand collaborated with creative agency SUN-NY SIDE UP on the activation.
Photo: Quinn Tucker
An exclusive photo moment had a custom backdrop with items from Facebook Marketplace, curated by Drew Michael Scott of Lone Fox Home.
Photo: Quinn Tucker
Interactive experiences and giveaways included customizable disposable cameras, further tapping into that OG Facebook theme. Festival artists like Nelly, Shaboozey, and Alexandra Kay stopped by to take pics and chat with fans.
Photo: Quinn Tucker
NYLON Desert Disco, Presented by Coach
After the success of its NYLON House during Coachella, NYLON once again took over event venue MARAZA during Stagecoach weekend. The event, designed and produced by Tony Schubert of Event Eleven, featured DJ sets from Xandra, Mojave Grey, Kozlow, and MC4D.
Photo: Line 8 Photography
Sally Hansen hosted an exclusive nail experience at NYLON Desert Disco. Nail artists created festival-proof manicures in a variety of shades, from iridescent finishes to ​bold sunset hues, using Perfect Press-on nails and Miracle Gel's Desert Oasis Collection. Guests chose from a variety of honky-tonk nail-art designs and colors. A curated nail lounge also accompanied the experience.
Photo: Line 8 Photography
E.l.f. Cosmetics provided an immersive glimmer experience at its Grab ’N Glow activation at Desert Disco. Guests could receive glam touch-ups featuring the brand's Glow Reviver Lip Oil Glimmer, and strike poses in a mirrored photo room.
Photo: Line 8 Photography
Coach joined NYLON as the exclusive fashion sponsor of Desert Disco. Partygoers showed off their looks in a rodeo-themed photo stable, and could also select a unique Coach bag charm that represented their personal style.
Photo: Line 8 Photography
In the Coach activation, guests could also ride a mechanical bull beneath glittering disco balls.
Event Eleven worked with 3 Line Productions on fabrication; Pro Systems on lighting, audio, and video; Lighten Up on lighting; Stage-Tech on staging; FormDecor and Cosmos on furniture; Choura on tenting; Bright Rentals on rentals; and JRM on security.
Event Eleven worked with 3 Line Productions on fabrication; Pro Systems on lighting, audio, and video; Lighten Up on lighting; Stage-Tech on staging; FormDecor and Cosmos on furniture; Choura on tenting; Bright Rentals on rentals; and JRM on security.
Photo: Line 8 Photography
BÉIS Rodeo
BÉIS served as Stagecoach's official luggage and travel partner for the second year in a row. The brand showcased its best-in-show styles with an interactive, Western-themed pop-up called the BÉIS Rodeo, which offered festivalgoers an opportunity to immerse themselves in a curated BÉIS cowboy experience—complete with a “Ride a Roller” mechanical bull-inspired photo booth with a speed ramp camera.
Photo: BÉIS
Another clever touch? The “rope a roller” activity.
Photo: BÉIS
Guests could also visit a custom leather stamping station, where they personalized leather key chains with their initials, names, or phrases. A limited-edition Stagecoach Sports Sling in Berry was available for purchase on site; winners of the rodeo games also took home the exclusive sling as a prize. (With every sling purchase, while supplies lasted, visitors received complimentary Western-inspired accessories and branded water bottles.)
Photo: BÉIS
The activation also featured a bar, complete with cheeky bar stools that made for some fun photo ops. Ultimately, the pop-up—which was produced by MKG—drew 5,000 attendees.
Photo: BÉIS
e.l.f.'s Glow 'N Go Diner
In addition to its sponsor activation at NYLON's Desert Disco, cosmetics company e.l.f. worked with experiential agency The Bait Shoppe to create the eye-catching Glow 'N Go Diner on festival grounds.
Photo: Marissa Joy Photography
Stagecoach guests could stop in the diner-inspired space to enjoy glam touch-ups from a special "daily sample menu" of new products each day.
Photo: Marissa Joy Photography
To further the theme, e.l.f products were cleverly displayed alongside traditional diner deserts.
Photo: Marissa Joy Photography
There was also a photo booth, along with multiple glam station photo opportunities.
Photo: Marissa Joy Photography
Gallery Media Group's Gallery Desert House
Gallery Media Group—the lifestyle publisher behind PureWow, @ballplayers, @moms, @cocktails, and @recipes—hosted Gallery Desert House, an immersive celebration of music, culture, fashion, and beauty. The invite-only pop-up, which kicked off during Coachella and received a makeover for Stagecoach, featured day-to-night programming including beauty salons; pool parties; and late-night sets with Desert 5 Spot, Nikki Lane, Dustin Lynch, and Dasha.
Photo: Chad Salvador/Shutterstock for Gallery Media Group
PATRÓN EL ALTO was Gallery Desert House's exclusive tequila partner. The brand hosted the Last Call Saloon, an intimate late-night gathering featuring performances and special guest appearances, followed by the weekend's main event: the Swimsuits & Cowboy Boots Pool Party, hosted in collaboration with country artist Nikki Lane. Between performances, guests could elevate their Western style with luxury pieces from Kemo Sabe while sipping on the brand’s new mini PATRÓN EL ALTO bottles, which were available at select events.
Photo: Chad Salvador/Shutterstock for Gallery Media Group
More activations came from Authentic Brands Group (ABG). Guests of the Gallery Desert House could sample and shop from three ABG footwear brands throughout the weekend. At the Wellness Wake Up Latte Bar, guests enjoyed beverages and access to an exclusive styling pop-up featuring Vince Camuto's hottest selection of shoes and handbags. The Strut & Style GRWM party, presented by Frye, invited attendees to craft a signature look in an exclusive styling lounge that featured Frye's newest boot styles and customization stations.
Photo: Jennifer Johnson/Shutterstock for Gallery Media Group
The Hunter Outpost, meanwhile, featured the latest styles from Hunter Boots throughout the weekend.
Other on-site activations included GRWM events from vegan haircare brand Raw Sugar; a beauty moment and photo op at the Palmer’s Glow Outpost; and a U by Kotex station where guests could stock up on festival-ready essentials and capture memories at social-worthy photo moments.
Other on-site activations included GRWM events from vegan haircare brand Raw Sugar; a beauty moment and photo op at the Palmer’s Glow Outpost; and a U by Kotex station where guests could stock up on festival-ready essentials and capture memories at social-worthy photo moments.
Photo: Jennifer Johnson/Shutterstock for Gallery Media Group
Activations and decor throughout the space leaned into Western-style hay bales and desert-inspired florals.
Photo: Jennifer Johnson/Shutterstock for Gallery Media Group
T-Mobile's Club Magenta
T-Mobile was back in the desert for its fourth year at Stagecoach. The brand hosted Club Magenta, a shaded sanctuary near the T-Mobile Mane Stage for T-Mobile members and their guests. The elevated lounge offered beverages and prime views of the stage, along with artist Q&As and meet-and-greets, fan photo ops, and exclusive merch.
Photo: Courtesy of T-Mobile
The pretty-in-pink space featured “Magenta Hour," where customers could enjoy half-off drink vouchers each day.
Photo: Courtesy of T-Mobile
T-Mobile was the presenting sponsor of the festival's Stagecoach x Amazon Music Livestream, which streamed live on Amazon Prime Video and Twitch.
Photo: Courtesy of T-Mobile
Amex Experience
American Express hosted a creative space for card members and their guests on the Stagecoach grounds.
Photo: Jones Crow
Guests could explore a workshop at the Amex Experience, where they could personalize select merch items with festival-inspired charms.
Photo: Jones Crow
American Express card members could also receive exclusive festival merch bundles at a Merch To-Go Window, including a bandana, hat, and tote bag.
Photo: Jones Crow
Amex x BÉIS Pop-Up Experience
American Express card members and guests staying at JW Marriott Desert Springs Resort & Spa could also stop by the Amex x BÉIS pop-up to receive a limited-edition Amex x BÉIS belt bag, which featured festival essentials from e.l.f. Cosmetics.
Photo: Colin Young-Wolff/Courtesy of American Express
Wrangler Ranch
Jeans brand Wrangler hosted the Wrangler Ranch on festival grounds, in partnership with Desert 5 Spot.
Photo: Dustin Genereux
The space offered exclusive Stagecoach merch and a custom denim bar, plus cold cocktails from Desert 5 Spot's signature bar.
Photo: Weston Kloefkorn
There were also meet-and-greets with Carter Faith, John Morgan, and Alexandra Kay, plus photo ops, surprise sets, and more.
On April 26, Desert 5 Spot hosted a private kickoff party at Wrangler Ranch; Desert 5 Spot also served cocktails at the Swimsuits & Cowboy Boots party—held at Gallery Media Group’s Gallery Desert House—on April 27.
On April 26, Desert 5 Spot hosted a private kickoff party at Wrangler Ranch; Desert 5 Spot also served cocktails at the Swimsuits & Cowboy Boots party—held at Gallery Media Group’s Gallery Desert House—on April 27.
Photo: Weston Kloefkorn
Windsor's Wild West
Fashion brand Windsor made its Stagecoach debut with Windsor’s Wild West, an exclusive celebration held in a private villa in Indio. Celebrities and influencers gathered for an afternoon of music, fashion, and immersive experiences that aimed to capture the spirit of the West—with a glam twist.
Photo: Joe Scarnici/Getty Images for Windsor
Guests sipped on chilled refreshments while dancing poolside to a live DJ set by Roxy Ferrari. The villa was transformed with content creators in mind through themed photo activations and Western-inspired backdrops.
Photo: Joe Scarnici/Getty Images for Windsor
At the Windsor Styling Saloon, attendees were styled in festival-favorite Windsor designs, then finished off their outfits with embroidered cowboy hats, boot buckles, and charms. Beauty and wellness stations also offered glitter freckles, IV drips, B-12 shots, and cryo-spots.
Photo: Joe Scarnici/Getty Images for Windsor
Bud Light Backyard
Bud Light returned to Stagecoach with the Bud Light Backyard, integrated into the festival lineup as an official stage. Fans were welcomed into an air-conditioned tent to watch 15 live acts over three days, including Alana Springsteen, Tiera Kennedy, George Birge, Brent Cobb, and more.
Photo: Courtesy of The Bait Shoppe
Visitors could customize their own festival bandanas.
Photo: Courtesy of The Bait Shoppe
There were also larger-than-life photo opportunities at the activation, which was produced by The Bait Shoppe.
Photo: Courtesy of The Bait Shoppe
CĂłdigo 1530 Tequila's Honky Tonk Hangout
CĂłdigo 1530 Tequila brought its Honky Tonk Hangout to the desert at Stagecoach. 160over90 designed the custom footprint, which was filled with country-inspired details like guitars and banjos mounted on the wall, along with vintage George Strait posters.
Photo: Marissa Joy Photography
Guests could customize cowboy hats with branded ribbons, bandanas, and pins while enjoying custom cocktails.
Photo: Marissa Joy Photography
Malibu Rum's Boot Bar
Malibu Rum brought its “do whatever tastes good” lifestyle to the desert with a Boot Bar, where guests could pick out branded charms to put on their cowboy boots.
Photo: Marissa Joy Photography
Guests could cool down from the desert heat with frozen piña coladas, canned cocktails, Dole Whips, and custom Malibu cocktails.
Photo: Marissa Joy Photography
It was 160over90’s fourth year activating at Stagecoach with Malibu Rum.
Photo: Marissa Joy Photography
Country Bandit's Western Escape
Country Bandit, presented by Bulleit Whiskey, made its Stagecoach debut on April 26, transforming the private 21 Arrows Ranch into an exclusive desert playground centered on country culture. The invite-only experience welcomed celebrities and influencers.
Photo: Jon Kopaloff/Getty Images for Country Bandit
A mechanical bull took center stage.
Photo: Jon Kopaloff/Getty Images for Country Bandit
Bulleit Whiskey served bold, smoky bourbon cocktails throughout the event, setting the tone for a lineup of elevated pours that included margaritas and palomas by 21 Seeds Tequila; sparkling mead from LIXIR of the Gods; and refreshing, gluten-reduced Mexican lagers by Beer Girl. Coca-Cola hosted a VIP lounge, serving orange cream Coca-Cola floats in a stylish branded setting complete with a 360-degree photo booth, premium swag, and curated gifting. Other vendors included Fever-Tree, which put a spin on classic espresso martinis; Chinola Fruit Liqueur, which served up passion fruit snow cones; Simply Pop, which offered gut-friendly, zero-sugar sodas; and SmartWater and Vitaminwater, which hosted hydration stations.
Photo: Jon Kopaloff/Getty Images for Country Bandit
Beauty and style were top of mind as well, with The Kacey Welch Method offering luxe hairstyling to keep guests festival-ready, and Tangle Teezer allowing guests to personalize their travel-sized detanglers with on-site bedazzling. Cowboy Tears hosted exclusive hat gifting, helping guests complete their frontier-inspired glow-up, while Dang Brothers Pizza fired up artisan pies straight from a custom-built truck.
Photo: Jon Kopaloff/Getty Images for Country Bandit
RODEO NIGHTS at Zenyara
Global experiential agency Corso Marketing Group (CMG) returned to host RODEO NIGHTS at Zenyara alongside production partner Framework, hospitality partner Tao, and Dorsia, which provided exclusive membership access.
Photo: Jose Sosa for CMG
CMG’s inaugural country-western-inspired music series featured performances by Diplo, Sofi Tukker, and more, along with a variety of eye-catching activations.
Photo: Jose Sosa for CMG
Outcast clothing brought its Heartbreak Hotel fashion pop-up beachside at RODEO NIGHTS, offering limited-edition, rodeo-inspired hoodies that became a highly in-demand event swag item. Also, Rivian showcased its innovative truck models, bringing cutting-edge technology and WiFi connectivity to the desert landscape.
Photo: Courtesy of CMG
The event also featured premium brand alignments with PATRÓN EL ALTO, BODYARMOR Flash I.V., Tito’s Handmade Vodka, Pendleton Whisky, Bud Light, NÜTRL, Reebok, Habit Burger, and Red Bull. One fun touch? PATRÓN EL ALTO offered guests spicy margaritas upon entry.
Photo: Jose Sosa for CMG
Jack Daniel’s Highway No. 7
Jack Daniel’s is expanding its legacy in music with the launch of Highway No. 7, a new music experience celebrating different genres at various stops across the United States. The series kicked off on April 26 at the Old Polo Estate in Indio, Calif., with performances from singer-songwriter Max McNown and DJ duo MC4D, plus local bites, stylish lounges, and custom Jack Daniel’s cocktails.
Photo: Courtesy of Jack Daniel's
The Highway No. 7 series will celebrate genres ranging from hip-hop to folk to Tejano to country—and everything in between. The cross-country road trip will stop in various cities throughout the U.S. in 2025.
Photo: Courtesy of Jack Daniel's
Crocs' The Fit Stop
Crocs hosted the "Fit Stop" at Stagecoach, where thousands of fans stopped to trade in their shoes and cowboy boots for the shoe brand's comfortable Classic Clog.
Photo: @kursza
Celebrities like Brandon Sklenar (pictured) and Jessie Murph stopped by to customize their own pair of Crocs.
Photo: @kursza
