Coachella 2017: Weekend 2 Unofficial Side-Party Scene Comes Alive

For the first time, major marketers like Vice and Under Armour are planting flags on the quieter, less fashionable “hangover” weekend

During Coachella’s opening weekend, Hollywood descended on Indio, California.

The Party Report passed by Kristen Stewart grabbing a smoke with friends in a quiet corner of the under-appreciated new Hacienda del Toro VIP section, James Franco and DJ Cassidy gathered in the Rose Garden, and bartenders greeting Tony Goldwyn (of “Scandal”) as “Mr. President.”

At the unofficial and unrelated off-site parties, Leonardo DiCaprio, Drake, Diddy, Rihanna, Katy Perry and various Jonas brothers lit up the scene.

“Weekend One is so yesterday,” an event veteran said, flicking her analysis at the Party Report. Others agree.

Since Coachella expanded to two weekends in 2012, there has not been any side-party scene on the muted second weekend, which Hollywood has treated like a hangover.

Soho House once kept their pop-up at the Merv Griffin estate going for the second weekend, but that fell in line with their understated and discreet brand identity more than the default position of brands and marketers looking to make a splash.

Temperatures in the Coachella Valley nearing 100 degrees will scorch fans of Lady Gaga, Dillon Francis, Travis Scott, Bishop Briggs, Martin Garrix and Kendrick Lamar this weekend — and the mercury of the party scene is rising as well.

Here’s a rundown of who is planting a party flag on this blank canvas:

By Night: “Vodka and Vice”
Belvedere x Noisey: Behind the Scene
Friday, April 21, 10 p.m.-1 a.m.
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: “#EarnYourBeer: Sweat + Party + Repeat” 
Electric Flight Crew X Under Armour’s “Electric Mirage”
Saturday, April 22, 10 a.m.-3 p.m.
Private House (Indio the Fields, Madison and Avenue 51)

The surging fitness brand partnered with Electric Flight Crew, an exclusive fitness and social club that counts 1,000 invited members in LA, NYC, Seattle, Austin and Chicago. Together, they’re throwing a first time social morning workout called the “Electric Mirage.”

You have to sweat as a group for an hour (in UA branded hats and tanks) before the yoga, recovery session, pool party, BBQ, open bar and DJ that takes place for the rest of the afternoon.

Weekend 2 is turning out to be more well-rounded, breaking the template of what a festival celebration can include. This aims to roll back some of the effects of 10 days in the desert. (They even wrangled the low-cal Michelob Ultra for the fitness set.)

By Day: “The Saguaro”  (Ticketed Event, Open to the Public)
“Desert Weekendr 2”
Friday, April 21 – Sunday, April 23
The Saguaro Hotel, 1800 E. Palm Canyon Dr.,  Palm Springs 

There are three separate ticketed events curated by Dom de la Muerte, the L.A. based DJ who curates the Saguaro programming year-round. Saturday’s Sago Sessions and Sunday’s RINSE go from 11 a.m.- sundown with Jeremiah Red, Dances w/Wolves, and surprise guests. Tickets range from free to $20, which is over $400 below the price for lowly GA bands to the festival’s sold out second weekend on Stubhub.

As for Dom, catch him on the main Coachella fields spinning in the KROQ tent on Sunday at 7 p.m. He had a packed tent with one dancer climbing the wall during Weekend 1.

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 Two 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. They’ll also have exclusive bralletts by Nomad VII by Anne Bowen.

“L.A. Nightclub Invasion: Part III”
Bootsy Bellows Estate
Saturday, April 22 2-6 p.m.
Rancho Mirage

Ariel Winter Bootsy Bellows

Ariel Winter pulling in to the Bootsy Bellows Estate on Weekend 1. (Courtesy of Chevrolet)

This is the first major bash to repeat itself on both weekends, rather than just pick a date and stick to it. Brands believe it’s a great marketing platform, as they will switch out sponsors and join with McDonald’s for the second round. Ahead of the arches’ rollout of new menu items in May, they’ll be serving “Signature Crafted Recipe” sandwiches and non-alcoholic soft drinks here first.

Saturday Night Weekend 2 Party on 40 acres..with A-Trak?
Desert Glow Private Party
Saturday, April 22 (1-6 p.m. and 9 p.m. – 2 a.m.)
61st Avenue

This group booked a 40-acre estate next to a lake and tout that they are bringing in their own festival stage. The shocker: They are taking RSVP’s from the general public. The invite we got says they have booked A-Trak, which must be for the daytime, since the prolific producer is playing a festival in San Diego that night.

This one comes via L.A. art enclave and collaborative workspace CTRL COLLECTIVE and a variety of partners: Nylon Español, an E-Sports Music Experience, and most importantly, drinks by Bacardi.

Pro-tip: The second weekend is a space to watch. Big players are spreading out.

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.