Coachella 2014: 5 Ways to Event Plan for Your Target

April 17, 2014

Christina Hernandez

Christina Hernandez is new media coordinator at GES, where she manages GES’ corporate blog and their social media community.

Yes, it’s that time of year again … I was one of lucky few (more than 200,000) people who were able to frolic the Empire Polo Fields in Indio, CA at Coachella 2014. Not only did this year’s event increase my expectations for any future music festivals, I also had a completely different and amazing experience from the last time I attended in 2012.

This year, I didn’t have the luxury of sharing a hotel room with nine women. (Yes I said nine women and luxury in the same sentence. It was a tight squeeze, but hey I lived in a sorority house in college.) Although I was terrified of the term, “car camping,” with an $85 price tag for four days, it was well worth the shot. To sum it up in a few words, I’ll be purchasing a car-camping pass to every Coachella from here on out.

The whole move-in and move-out process was easy-peasy. Moving in took longer than expected, but it was a great time to socialize as they did thorough checks of vehicles for illegal or unwanted party favors. We were then directed to a perfect corner spot with about 20 of our friends to set up our seven camping spots. What did I learn from an event-planning perspective? Event planning based on your target’s needs versus the status quo can improve the attendee experience.

Here are five examples I learned:

1. Trying to Please Everyone Really Works - If you look back at Coachella’s lineup history, 1999 (their first year) didn’t really have a variety of music genre. Taking a glance at this year’s lineup, it showed me just how much they changed that attitude. From rap to electronic to jazz to indie pop and even rock, Coachella blew many music fans’ expectations by bringing everyone’s favorite artists. No, I wasn’t a bandwagon fan who jumped on after finding out Outkast was headlining the first night (I’ve been listening to them for the past 15 years). Their music took me through a sound track of my life. As cheesy as it sounds, it was an emotional experience for me. Beck, Pharell and Nas were also exciting to hear, but half of the fun was listening to people I hadn’t heard and becoming a new fan of a different type of music. Thanks to Disclosure, Flume and Rudimental for birthing a deep house fan this past weekend!

2. Technology Doesn’t Need to Hinder You - Cell service absolutely sucks at Coachella without fail each year (no, cell phone carrier doesn’t matter). How does Coachella work around it? Enable a bluetooth feature within their app! So, cell phone service or not, if you had your bluetooth on, you would receive push notifications and have access to their app. Does bluetooth drain your battery? Of course, but sponsors had air conditioned tents throughout the festival with charging stations. It did take forever to charge, but they gave a tip to turn your phone on airplane mode to remedy that.

3. Social Activities Foster Community - When you bring together this many people, in a relatively small area, you have to get creative when it comes to getting them social. One of my biggest concerns was getting ready throughout my time there. From showering to hair and makeup, I was worried. Coachella created, “Beauty Bar.” This was not only a place to do your hair and makeup (they provided vanities, plugs for hair styling tools, etc.), but also turned into a great place to meet new friends. This was only one piece of their many experiences. Everything from three legged races to a snowball fight, they made sure there were numerous opportunities to connect with fellow campers.

4. Thinking Outside the Box Delivers Results - Do picky sponsors make you worried about your event’s over-all experience? Have no fear, Coachella dealt with it seamlessly. Heineken is their beer sponsor, which means it’s the only beer served at the festival. It’s a bummer for those who don’t like it, but how do they make this better? A “cold storage station,” which allowed festival goers to bring their own Heineken (much cheaper than inside the festival) and store it onsite (with a thumb print scan, you could have an ice cold beer in your hand). Plus, the “Heineken House” within the festival was a club for those over 21, offering food, surprise music guests and even chili infused beer! These are great examples of how to make sponsors happy without diminishing attendees’ experiences.

5. Regulations and Rules Shouldn’t Hinder Your Ideas - Regulations and rules can rob your creative genius of fabulous ideas. How did Coachella work around sound regulations in Indio and let campers continue enjoying music after the festival? I give you, “Silent Disco.” At 1 A.M. each night the resident camp D.J. (they switch D.J.s every 45 minutes, which goes back to my variety point aboveJ) turns the music down to silent and campers are given bluetooth head phones where they can listen to what the D.J. is spinning until they’ve had enough (they will stay on all night). It’s a great way to respect rules, while not ruining anyone’s fun. Genius I tell you and not to mention a ton of fun.

I’m a loyal fan of Coachella because of their passion for music and the attendee experience. Over the past 15 years, they’ve stayed true to the event, only modifying it to their ever-changing attendee base. We can all use reminders that the experiences we create give people memories they’ll never forget. Until next year Coachella!

P.S. I hope everyone attending Weekend Two has an amazing time (sorry for all the ruined guest appearance surprises).

Any events you’ve attended and taken away planning tips? Share them below with our readers.

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.