Coachella 2017: Celeb Hosts, Unofficial Parties and Everything You Need to Know (Updating)
Two weeks before Coachella 2017 begins and a now supersized crowd of 125,000 fans per-day descend on Indio for shows by Kendrick Lamar, Radiohead, Lady Gaga, Dillon Francis, the Preservation Hall Jazz Band and more, the side-party scene has taken shape.
Other than the Party Report, nobody has nailed the tropes of the desert party template better than an enterprising group of industry professionals from ICM, Insomniac, Uber and digital strategist Greg Baroth, throwing a “Pre-Weekend Desert Music Festival Party.”
Check out the invite:
This is not a graphic from The Onion.
It’s a real event. It could also be the invite for a slew of events drafting off of the festival from Palm Springs to Thermal over the two weekends.
(For the record, Coachella organizers would probably like me to remind you that there are no official Coachella parties. The only “official” events take place at the Empire Polo Grounds. AEG/Goldenvoice has several federally registered trademarks, and they recently sued Urban Outfitters. Party promoters, beware.)
Here are the The Party Report’s top picks from the side-party scene, organized in rough chronological order and not by how many tropes are ripped from the bible of basic-ness documented above.
“Halsey dressing fans at a Palm Springs Thrift Shop”
Thrift Shop off Highway 111
Thursday, April 13
The “Closer” and “New Americana” singer is loading up a shuttle in L.A. and bringing select guests of Three Olives vodka to a pop-up thrift shop for personal festival styling sessions. Afterwards, there’s a happy hour at the Saguaro. No tropes here. This is the most creative activation of 2017 so far.
Did you hear about…”Floato-Ops”?
Funboy x smashbox Pool Party
Friday, April 15. (2 -6 p.m.)
Palm Springs
Six-foot “lip” pool floats promise “a summer fling that will take you past first base but won’t let you down. Just remember, no biting allowed.” Its creator, Funboy, is going all the way with beauty brand Smashbox, hooking up for a weekend kickoff party.
We recognized one of this party host’s brash floats from a recent guest appearance on MTV’s hit series “The Challenge” (above). One cast member jettisoned a rival’s toilet seat into the middle of a lake in Thailand via this origami-inspired neon inflatable. (This is not a joke.)
With Bumble & Bumble styling hair for free, this party should offer more glamorous float-o opps than the bathroom boat pictured above.
This event promises: “Flower Crowns Galore”
Makeup brand NYX and Redken Poolside Lounge
Friday, April 15. Noon – 6 p.m.
Saguaro Hotel (Palm Springs)
What else the invite says: “A trek out to the desert is not complete without a good poolside lounge.”
What we say: Agree.
“Terry Cloth Tracksuit Alert”
Juicy Couture + NYX
Friday-Sunday, 11 a.m. – 6 p.m.
Saguaro Hotel (Palm Springs)
A previous party at the Saguaro (Jerod Harris/Getty Images for Refinery29)
What the host says: “Perfect makeup touch-ups after a long day in the sun.”
What we say: After a long day in the sun, drink some water. Then go to the show… in your terry cloth track suit.
Kanye West once rapped that “Parties at Richie’s Are Getting Risky”
1OAK Popup
Friday-Sunday
Hard Rock Hotel (Palm Springs)
The L.A., NYC and Vegas nightclub chain overseen by Kanye pal Richie Akiva has been a regular in the desert for years. Details on their plans are forthcoming. They’re nightlife people. You think they have this sorted two weeks in advance?
“Outsell the boys”
NYLON Midnight Garden Party
Friday night, April 14 (10 p.m. – late)
Bermuda Dunes
At Tubefilter’s meetup of Gen-Z female video creators in L.A. this week, UTA agent Sarah Early said that Nylon and other media brands she works with “outsell the boy brands,” making the case that there’s nothing “niche” about the post-millenial generation of style-conscious females. Nylon is one of their temples.
Inside the Neon Garden. (Rachel Murray/Getty Images for NYLON)
The late party after the first night of shows is close to the festival and has no shortage of brands wanting to speak to the same audience: Batiste Dry Shampoo, Johnnie Walker and Guess 1981, among them.
Portraying his “violent clown” persona, Chris Brown brought his fist and sherbet hair to the 2015 Neon Garden (Chelsea Lauren)
“24kt Gold Tooth Gems and Free Rides to the Party”
40 oz. & Waffles Brunch
Saturday, April 15 (1- 5 p.m.)
Mansion in Palm Springs
Beer and brunch is on tap at this desert estate.
This daylight brew-and-chew series has dotted the L.A. weekend scene over the last four summers. Now, they head to the desert for the first time.
Jay-Z’s cognac D’USSE will be poured, free 24kt gold tooth gems will be handed out and an “adult slip-and-slide” will hopefully only transport those over 21, and not the stars of YouPorn. A few tickets are for sale, with hosts touting that the first 50 confirmations get a free ride to the bash.
Who are these crazy trope-breakers? C.Luxe Brand Management and Sandra Quinn Real Estate. They did not see the flier above.
Mashup Alert: “Fashion x Music”
CFDA Brunch
POPSUGAR Cabana Club
Colony Palms Hotel (Palm Springs)
Saturday, April 15 (11 a.m. – 1 p.m.)
Emily Current and Meritt Elliott (The Great) and accessories designer Clare Vivier host the Council of Fashion Designers of America brunch, now a regular Saturday morning staple during the festival’s opening weekend.
“Real Snow and Ice in the Desert”
Bumble’s #WinterBumbleland with Kendall Jenner, Kylie Jenner and Ashley Graham
Saturday, April 15 and Sunday, April 16 (1-6 p.m.)
Private Estate in Rancho Mirage
Also Read: Kendall and Kylie Jenner to Host Blizzard-Themed Bash with Bumble Near Indio (Exclusive)
Dating app Bumble swoops in to fill the void of “big swing, big spend” daytime bashes left behind when LaCoste ended their pool party series and H&M brought their sponsorship on to the actual festival grounds.
Mikey Glazer
They sent out these customized snow globe invitations weeks ago, an indication that that the female-first app will continue to be a first-mover in evolving the large scale, first class side party scene. Full details above.
“Membership has its Benefits”
Amex Platinum House at the Parker Palm Springs
Saturday-Sunday (Daytime)
The skeleton key to the velvet rope here is an Amex platinum card, unlocking musical performances and Soul Cycle classes among other complimentary hospitalities at one of the most in-demand hotels during the festival.
“She Played for 40,000 in the Sahara Tent”
Daya performs at the Cabana Club Pool Party
Saturday, April 15 (1 p.m. – 5 p.m.)
Colony Palms Hotel (Palm Springs)
In addition to a Grammy, Daya’s had a year: In October 2016, she headlined both a Nylon party (left) and a People Magazine event (right) on the same night in West Hollywood.
Daya, the “Sit Still, Look Pretty” singer, who became a name via her Grammy-winning vocal on The Chainsmokers’ hit “Don’t Let Me Down,” headlines this afternoon bash in Palm Springs. Last year, she was in the Sahara tent performing for record breaking crowds. This year, it’s more exclusive.
For the digital lifestyle vertical PopSugar, they will have something we haven’t seen anywhere else: a social media video director to craft professional festival-themed posts to rack up likes.
Might DGA jurisdiction over this job be coming soon?
“The Lucky Lounge is Back”
Lucky Lounge
Saturday, April 15 and Sunday April 16th (12- 6 p.m.)
Ingleside Inn, 200 W Ramon Way (Palm Springs)
Lucky Lounge
Pool, palm trees and backyard mountains. For many, the first stop on the way to the desert, BMF’s Lucky Lounge returns as a staple side-party on festival weekends. Live performance info to come.
“That’s Charli XCX Dj’ing”
Pandora’s “Indio Invasion”
Saturday, April 15 (1 p.m. – 4 p.m.)
Cree Estate (67698 Carey Road, Cathedral City)
Under-celebrated as a songwriter, the “I Love It” and “Boom Clap” artist has sold 25 million singles as a scribe with Selena Gomez, Iggy Azalea’s “Fancy” and others. After this private event, she’ll be on the big stage at the Governors Ball in New York in June.
“L.A. Nightclubs Head East”
Bootsy Bellows Estate
Saturday, April 16
Rancho Mirage
The Weeknd at last year’s Bootsy Bellows Estate.
Huge, crowded and packed with celebs (and their security). Even if you’re “on the list,” get there early. Chevy and PacSun sponsor.
“The Original”
Neon Carnival
Saturday night, April 15 (10 p.m. – 4 a.m.)
Jacqueline Cochran Regional Airport (Thermal)
A source of anxiety for 7-8000 trendsetters trying to make their way in to Brent Bolthouse and Jeffrey Best’s one-off overnight carnival on the tarmac of a private airport. For full details, check out our feature below.
Also Read: Neon Carnival Sets Date for 2017, Reveals the Future of Popular Overnight Bash (Exclusive)
“Get Festival Ready”
Urban Decay
Sunday, April 16 (12-5 p.m.)
Indio, CA
The topline makeup brand wins the proximity and intimacy award, setting up a glam shop when festival goers need it most — on Day 3, after Neon Carnival, Jeremy Scott and the flood of Saturday all-night bashes. They are settling in to a property across the street from the VIP entrance to the festival.
“Brunch at the Nylon Estate”
Sunday, April 16 (12 p.m.)
Bermuda Dunes
The new DJ darlings of the NYC celebrity party scene: Dartmouth alums/twin sisters Angel and Dren.
Has anybody remembered to eat all weekend?
If calories are not your thing, there are (more) DJs and trendsetters. Angel and Dren (above) are the identical twin DJs with Dartmouth degrees in hand, who look like they walked out of an ad for P90X. CNN, Nike, Dos Equis and Vogue all got in business with them before they hit mainstream.
Elsewhere During Weekend 1:
The google maps for marijuana, Weedmaps, is putting on a brand suite called the “Oasis.” Playboy is venturing in to the festival party scene with an event with Indian Motorcycles (details to come), and Jeremy Scott returns with his Saturday night bash.
Weekend 2 Now Has Events
What?
Also Read: Coachella Parties 2012: Hollywood, Brands Favor First Weekend
For the first time since the festival expanded to two weekends in 2012, marketers are planting a flag on the wide open prairies of the second weekend.
“Weekend 1 is so yesterday,” an event veteran said, flicking her analysis at the Party Report. Others agree.
Here’s who is going in the clear lanes from April 21-23.
By Night: “Vodka and Vice”
Belvedere x Noisey: Behind the Scene
Friday, April 21, 10p-1a
Ace Hotel (Palm Springs)
“Noisey” is Vice’s music vertical. Their trailblazing should come as no surprise to any follower of Shane Smith’s “noisey” media empire.
Focusing on the convergence of music and fashion, the poolside event will feature a performance by “next” artist DJ Esco, a longtime collaborator and musical confidant of “now” artist Future.
If you go here, you miss Radiohead. There may not be much crossover between Thom Yorke’s Gen-X diehards and the auspices getting together at the Ace.
By Day: “Pool Party, Concert and Pop Up Shop”
Mixology Clothing Company Desert Splash
Saturday, April 22 (12-5 p.m.)
Miramonte Indian Wells Resort & Spa
Girl pop band Emergency Tiara (which sounds like Paris Hilton’s assistant’s worst nightmare) performs at this Weekend 2 pop up shop and pool party.
This scene is starting to fill out. Less nationally known brands are jumping in to the back-end sponsorship fray, with Ricky’s NYC beauty products and Pau Maui vodka partnering.
Pro-tip: The second weekend is a space to watch.
All events are private and by invitation only unless otherwise specified.
More Coachella related news to come…please send bookings, updates and invites to the party columnist Mikey Glazer here.
Related stories from TheWrap:
Neon Carnival Sets Date for 2017, Reveals the Future of Popular Overnight Bash (Exclusive)
Kendall and Kylie Jenner to Host Blizzard-Themed Bash with Bumble Near Indio (Exclusive)
