{"id":261767,"date":"2026-04-10T22:35:11","date_gmt":"2026-04-10T22:35:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/261767\/"},"modified":"2026-04-10T22:35:11","modified_gmt":"2026-04-10T22:35:11","slug":"coachella-2026-how-luxury-brands-continue-to-cash-in","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/261767\/","title":{"rendered":"Coachella 2026: How luxury brands continue to cash in"},"content":{"rendered":"\n

Coachella revelers are getting ready to pitch their tents, performing artists are running through their final rehearsals and thousands of global brands are gearing up for what will be one of the biggest content-making weekends of the year. <\/p>\n

What began as a grungy early 2000s desert fest has since evolved into a high-end global cultural phenomenon. The Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio is regarded as one of the largest of its kind in the world, drawing more than 125,000 people a day across two consecutive weekends in April. <\/p>\n

As the festival has grown, so too has the allure for big brands like Guess, Rivian<\/a>, Soho House and Kendall Jenner\u2019s 818 Tequila looking to capitalize on Coachella as a marketing megaphone.<\/p>\n

Both off and on the festival grounds, these brands host a series of parties, pop-ups and other VIP events that lavish celebrities, influencers and artists with premium experiences. The hope is they will then share those experiences with their large online audiences.<\/p>\n

The Absolut Heat Haus, Soho House\u2019s VIP pop-up The Hideout, and the Coca-Cola Pop Shop are just a few of the brand activations that aim to build a rapport with the festival audience. <\/p>\n

This turn toward a high-end consumer market \u2014 which reflects a broader trend among many retailers to cater to the affluent \u2014 hasn\u2019t been without its critics, especially from music purists who view the festival as overly commercial. <\/p>\n

But in many ways, the festival creates the perfect marketing opportunity for global brands to reach Gen Z consumers, who accounted for approximately 17% of total global consumer spending of $57.6 trillion in 2024, according to Nielsen.<\/p>\n

\"Music <\/p>\n

Music Fans at the \u201cDo LAB\u201d at the 2025 Coachella Valley Music and Arts Festival. <\/p>\n

(Allen J. Schaben\/Los Angeles Times)<\/p>\n

\u201cPeople come to Coachella with the idea in mind that brands will bring their best foot forward. Not only are they looking for their favorite, tried-and-true brands to be there, but they\u2019re also looking at what\u2019s the next big thing,\u201d said Jessica Lanzon, director of partnerships and experiential at Ciroc.<\/p>\n

The vodka maker offers the Ciroc Athletic Club, an invite-only pop-up that includes a padel tournament and many luxury amenities, like customized merch and bottomless cocktails. <\/p>\n

Marc Lotenberg, the founder and chief executive of Dorsia, a members-only platform for exclusive restaurant reservations, estimates brands can spend up to tens of millions of dollars at Coachella.<\/p>\n

The biggest global stage<\/p>\n

\u201cIt\u2019s Coachella, then it\u2019s everything else,\u201d said Lotenberg. \u201cNothing else compares to the amount of eyes that you get during Coachella. It\u2019s the biggest global stage.\u201d<\/p>\n

Dorsia hosts the Zenyara party series, an exclusive after-hours gathering that transforms the private lakeside estate into a nightclub.<\/p>\n

The company helped introduce Nobu to the festival last year. The famed Japanese restaurant is returning to this year with meals starting at $375 per person. <\/p>\n

Dorsia also offers suites at Coachella\u2019s main stage that start at $70,000 per weekend and accommodate 10 guests who will get backstage access, dedicated service and premium amenities.<\/p>\n

\u201cThere\u2019s no ceiling when it comes to how much people are willing to pay when it comes to experiences,\u201d Lotenberg said.<\/p>\n

\"Music <\/p>\n

Music fans at the 2025 Coachella Valley Arts and Music Festival in Indio.<\/p>\n

(Allen J. Schaben\/Los Angeles Times)<\/p>\n

Some of Coachella\u2019s most elite attendees won\u2019t spend their day at the actual festival, choosing instead to hop between the many exclusive day parties, powered by brands like Revolve. <\/p>\n

Over the last decade, the Cerritos-based online fashion retailer has hosted its own mini-festival featuring A-list performers and a star-studded guest list. Last year, Grammy-winning rappers Lil Wayne and Cardi B performed. The off-site festival held in the Coachella Valley is invite-only and hosts around 2,000 people.<\/p>\n

\u201cIt was quite simple. We saw the impact pretty immediately in terms of traffic to the site and conversion sales,\u201d said Raissa Gerona, chief brand officer for Revolve. \u201cBecause we\u2019ve been doing it for so long, we have become the destination … to shop for all things festival and not just Coachella.\u201d<\/p>\n

It\u2019s not all about high fashion and luxury mansions. The spirit of outdoor camping is in Coachella\u2019s DNA. The nature-themed boutique hotel company AutoCamp and electric-truck maker Rivian have partnered up for Camp Rivian. <\/p>\n

The companies are hosting a curated group of influencers and media partners to stay at a pop-up campsite featuring AutoCamp\u2019s modernized Airstreams. Invitees get the opportunity to ride in Rivian\u2019s newest R2 SUV and indulge in the communal glamping site.<\/p>\n

AutoCamp\u2019s Chief Commercial Officer, Bryan Terzi, said it felt like the right moment to try out a deluxe festival camping concept. <\/p>\n

\"People <\/p>\n

People at the flower installation at the 2025 Coachella Vally Arts and Music Festival in Indio.<\/p>\n

(Allen J. Schaben\/Los Angeles Times)<\/p>\n

\u201cPeople would really get it because it\u2019s happening at Coachella,\u201d he said. \u201cI don\u2019t know if this type of experience would really work at other smaller festivals like Austin City Limits.\u201d<\/p>\n

L.A.-based clothing retailer Guess is going all-in on the accommodations with its Guess Compound. The denim brand rents out ten of the valley\u2019s most luxurious villas, hosts up to 60 people, provides high-end amenities like IV drips, massage therapy and an onsite coffee pop-up from La La Land and puts on exclusive after-parties.<\/p>\n

Nicolai Marciano, the chief business development officer at Guess, said the effort is about creating more brand equity and building relationships within Coachella\u2019s creative community.<\/p>\n

\u201cThere\u2019s a lot of different types of talent from musical artists performing to people from reality TV shows and people that make great content \u2014 when you put them all together, it\u2019s exciting to watch as an end consumer,\u201d Marciano said.<\/p>\n

Claudio Bravo, of Bravo Luxury Retreats, is the chief executive behind the private luxury community next to the festival that hosts Guess. The property contains 16 villas with more than 100 bedrooms, as well as a standalone 10-acre estate set aside for high-end stays and brand activations. <\/p>\n

During festival season, Bravo charges around $150,000 for a weekend at one of the villas. He sells out every year, up to six months in advance, catering to wealthy individuals and corporate clients.<\/p>\n

\u201cThese houses are very luxury, very modern. You feel like you are in a resort,\u201d said Bravo. \u201cI built these houses especially for this \u2013 like I was building a hotel.\u201d<\/p>\n

Bravo is developing another 14-villa project in nearby La Quinta, which hosts annual professional golf events. <\/p>\n

Walker Drawas, a brand marketing agency which has worked at Coachella for years, is involved in six events at the festival, including Kendall Jenner\u2019s \u201c818 Outpost.\u201d <\/p>\n

\u201cBrands today are starved for content and starved for news,\u201d said Adam Drawas, co-founder of the agency. \u201cThe consumer needs to engage with newness and new content so many times a day, and so brands really need a content wonderland that can give them a big bank of content.\u201d<\/p>\n

Sean Breuner, the chief executive of luxury rental company Avant Stay, said at each of their properties, renters will interact with products and amenities from 15 to 20 brands \u2014 many of them in the fridge \u2014 seeking out high-end consumers.<\/p>\n

VIPs expect a private chef, a driver to take them back and forth to the festival grounds or auxiliary events, private security, IV drips provided at home, an on-call cleaner and private tennis or pickleball lessons. <\/p>\n

\u201cThe majority of festivals you go to don\u2019t have art installations or people who are dressed to the nines in festival outfits,\u201d Breuner said.<\/p>\n

Drawas said he believes the market is only going to keep expanding.<\/p>\n

\u201cThis began in music. It transitioned into fashion,\u201d added Drawas. \u201cNow it\u2019s just a consumer wonderland.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Coachella revelers are getting ready to pitch their tents, performing artists are running through their final rehearsals and…\n","protected":false},"author":2,"featured_media":261768,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[12837,115057,9238,115059,21495,115061,217,115060,1404,76168,48,52,51,47,50,49,592,115058,39317,92114,72],"class_list":{"0":"post-261767","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-los-angeles","8":"tag-artist","9":"tag-big-brand","10":"tag-chief-executive","11":"tag-claudio-bravo","12":"tag-coachella","13":"tag-consecutive-weekend","14":"tag-day","15":"tag-dorsia","16":"tag-festival","17":"tag-guess","18":"tag-la","19":"tag-la-headlines","20":"tag-la-news","21":"tag-los-angeles","22":"tag-los-angeles-headlines","23":"tag-los-angeles-news","24":"tag-people","25":"tag-premium-experience","26":"tag-rivian","27":"tag-soho-house","28":"tag-year"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/261767","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=261767"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/261767\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/261768"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=261767"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=261767"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=261767"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}