Stagecoach took place April 25-27 on the same grounds as its so-called “big sister,” Coachella, at the Empire Polo Club in Indo, Calif. Though it’s noticeably smaller than Coachella, Stagecoach is the world’s largest and highest-grossing annual country music festival, drawing tens of thousands of fans to the California desert for headlining performances from Zach Bryan, Jelly Roll and Luke Combs. (The exact number of attendees is unclear, NBC Palm Springs reported.)
Like its non-country counterpart, Stagecoach is a hotbed for brand activations and sponsored events which, naturally, are known to take on a western theme. Here are 10 that caught Vendelux’s eye, in no particular order…
e.l.f.’s Glow N’ Go Diner
Cosmetics giant e.l.f. popped up in the desert with a diner-themed activation that was nothing short of photo-worthy. Fittingly dubbed the Glow N’ Go Diner, the space drew inspiration classic diners with checkered flooring, saloon-style entrance doors and bar seating. On-site treatments on offer were listed as a menu would be, which encouraged guests to “get your glam on” with the help of the brand’s hydrating eye cream, creamy lip liners and shiny bronzing drops. And in further nod to the diner theme, e.l.f. products were infused with classic diner desserts and made into props—like a strawberry shortcake and milkshake—for a fun photo op.
Guests left the diner with a takeaway bag featuring the “daily special,” also known as a giveaway of e.l.f.’s new lip balm in varying shades. Patrick O’Keefe, e.l.f. Beauty’s chief integrated marketing officer, called the Glow N’ Go Diner a blend of “beauty, community and culture under one vibrant roof.”
Facebook’s Connection Canteen
Facebook’s inaugural Stagecoach experience was part of the social media giant’s ongoing efforts to engage younger audiences. The initiative came to life as the Connection Canteen—a lounge with plenty of seating, a chandelier made out of cowboy hats and a western-themed photo op built using items sold on Facebook Marketplace.
Also at the Connection Canteen, which was open to all Stagecoach attendees, guests were invited to use the space’s hydration stations and customize a disposable camera—a nod to the “photo dumps” shared to Facebook.
The BÉIS Rodeo
BÉIS made a rowdy return to Stagecoach as the music fest’s official luggage and travel partner. It brought its latest travel bag styles to life at a cowboy-themed experience called The BÉIS Rodeo, which featured a full-service bar—with fun, horse-inspired barstools—as well as a custom leather stamping station and exclusive merchandise giveaways.
Perhaps the buzziest part of the rodeo pop-up was the “Ride A Roller”—a mechanical bull-inspired photo booth where the bull was actually BÉIS’ large check-in roller bag in the color maple outfitted with a saddle. Another highlight: the “Rope A Roller” activity where guests had to lasso a piece of luggage to win a prize.
More than 5,000 Stagecoach attendees visited The BÉIS Rodeo, according to creative marketing agency SHADOW, which worked on the activation.
NYLON Desert Disco Presented by Coach
Lifestyle magazine NYLON’s first-ever event at Stagecoach came to life as a neon-clad Desert Disco in partnership with Coach on April 25—building on the success of its NYLON House in the Desert, presented by Ulta Beauty, during Coachella.
As it did during the previous fest, the event took over MARAZA, a 50-acre event estate in Coachella Valley, for a lineup of DJ sets from Xandra, Mojave Grey, Kozlow and MC4D. Coach, the exclusive fashion sponsor of Desert Disco, built a rodeo-themed photo stable at the center of the event, where attendees could pick out Coach bag charms and ride a mechanical bull under an array of disco balls.
Fellow event sponsor Sally Hansen was behind an on-site nail experience where artists created festival-proof manicures inspired by the desert—and discos—while e.l.f. Cosmetics helmed a Grab ‘N Glow makeup corner. Here, guests touched up their lip gloss courtesy of the brand’s Glow Reviver Lip Oil Glimmer, then captured their look in a mirrored photo room.
PATRÓN EL ALTO at Gallery Desert House
After PATRÓN EL ALTO debuted its Headliner Margarita and EL ALTO minis at Coachella, the tequila brand hosted a private Cowgirl Cookout event at the Gallery Desert House in partnership with singer-songwriter Nikki Lane. The April 24 event kicked off Stagecoach with an intimate celebration where, naturally, libations featured PATRÓN EL ALTO. The larger Gallery Desert House—hosted by publisher Gallery Media Group—was an invite-only pop-up that featured exclusive late-night musical performances, its own array of brand activations from the likes of Authentic Brands Group (ABG) brands Frye and Hunter and a slate of sought-after events.
Come Saturday, PATRÓN EL ALTO helmed the Last Call Saloon within the Gallery Desert House, featuring country-music singers Dustin Lynch and Tucker Wetmore; then on Sunday, PATRÓN EL ALTO hosted a “Swimsuits & Cowboy Boots” daytime pool party attended by Diplo, TV star Kelsey Anderson and DJ Xandra Pohl.
Pizzaslime X Revolve Afterparty
On April 26, online clothing store Pizzaslime teamed up with fellow apparel brand Revolve for a buzzy Stegacoach afterparty sponsored by Casamigos at luxury boutique hotel Cavallo Ranch. The invite-only affair has been criticized in the past for offering different entrances based on social-media follower count, though it appeared to ditch signs reading, “over 1 million+ followers enter here” and “under 1 million+ followers enter here” this year.
The event was, however, attended by stars like Backstreet Boys singer AJ McLean, rapper Shaboozey and TV personality Chanel West Coast.
Also at the afterparty, Rumor, an online platform and application that connects members with exclusive cultural experiences, soft launched after a teaser campaign on social media amassed a waitlist of over 25,000 people. Rumor’s official rollout is slated for this summer.
Monster Energy’s Saloon
Monster Energy, Stagecoach’s exclusive energy drink partner, built a 50-foot-by-60-foot activation on music fest grounds that drew inspiration from a classic western saloon. There was the “Monster Honky-Tonk Dance Floor,” where Monster spearheaded line-dancing lessons set to music by Dan Moon. And on a branded stage, Rebecca Brunner battled Josiah Siska in a live music mash battle.
Elsewhere on-site, Monster’s Java Monster caffeinated drinks were on offer at a secondary activation space dubbed “The Coffee Grounds.” Here, guests enjoyed yet another dance floor and DJ, plus a custom bandana embroidery station and giant lawn games.
Monster ambassadors in western-inspired outfits also spent all of Stagecoach weekend handing out samples of the energy drinks to dehydrated festivalgoers.
T-Mobile’s Club Magenta
In its fourth year at Stagecoach, T-Mobile hosted the pink-clad Club Magenta adjacent to the “T-Mobile Mane Stage” on festival grounds. The space was open to members of the wireless network and their guests, serving as a space where they could enjoy cold beverages, views of the stage, desert-inspired photo ops and exclusive merch. There was also a lounge space to recharge, plus speaker sessions and meet-and-greets with performing artists.
During “Magenta Hour,” Club Magenta handed out half-off drink vouchers each day of the festival. A pink, T-Mobile-branded truck also made its way around the Empire Polo Club offering a full retail experience.
Stagecoach headliner Jelly Roll used his platform at the music fest to announce a second collab with footwear brand HEYDUDE. As part of the partnership, Jelly Roll’s ultra-popular, sold-out Suede Debossed Shoe was restocked just in time for Stagecoach.
The unisex shoe retails for $84.99, and boasts a monochromatic black suede material atop a black sole, plus debossed symbols reminiscent of Jelly Roll’s famous tattoos, including a cross and a chain, which the singer has said represents second changes. “The shoe’s details are a reflection of my life, including family and faith,” Jelly Roll said.
HEYDUDE and Jelly Roll’s Stagecoach Campaign
Stagecoach headliner Jelly Roll used his platform at the music fest to announce a second collab with footwear brand HEYDUDE. As part of the partnership, Jelly Roll’s ultra-popular, sold-out Suede Debossed Shoe was restocked just in time for Stagecoach.
The unisex shoe retails for $84.99, and boasts a monochromatic black suede material atop a black sole, plus debossed symbols reminiscent of Jelly Roll’s famous tattoos, including a cross and a chain, which the singer has said represents second changes. “The shoe’s details are a reflection of my life, including family and faith,” Jelly Roll said.
Guy Fieri’s Stagecoach Smokehouse
Celebrity chef Guy Fieri returned to Stagecoach with a slate of live cooking demos. The Mayor of Flavortown was joined each day by different celebs (Brothers Osborne and Whiskey Myers on day one of the festival, Jelly Roll and Shaboozey on day two and Midland, Sammy Hagar and Tracy Lawrence on day three).
