(Please note: This preview focuses on private invite-only events aimed at an industry audience. There are many ticketed events open to the general public, some of those even have performers from the festival. If you can buy a ticket to it, it’s not here. For clarity, there are no “Coachella Parties” other than Goldenvoice’s festival at the Empire Polo Grounds. All other events are unofficial side parties not affiliated with or endorsed by the festival.)
Beyonce is the undisputed queen of the Coachella scene this year, but as the fashion and famous faces around the Empire Polo Club have become as socially relevant as the musicians on the poster, so have the side parties.
For the seventh April in a row since producer Goldenvoice expanded the festival to two weekends, the L.A. invasion takes place on the first weekend, April 13-15.
Big money is fueling idyllic pool and desert parties, each engineered to double as a brand-friendly photography vignette tailored for optimal social media output.
If you’re reading beyond this point, it’s likely you are trying to secure access for yourself, a client, prospective client, or a friend “who was on Season 12 of the ‘Bachelor,’ is really hot, and has 10,000 Instagram followers.”
Since any decent event sponsorship package should include a guestlist, I’m including the names of sponsors to help out your hustle. That may be the best way “in.”
Without further ado, here’s The Party Report’s preview of the guest lists and invitations that are giving Hollywood social status anxiety.
*Most Good Clean Fun*
The Cobrasnake’s “Party Hike”
Official Title: ASICS x Cobra Fitness Club
Friday, April 13, 8.a.m – 12 p.m.
Logline: The Cobrasnake is a legendary party photographer of the new millennium. In recent years, he’s taken the same road as pal Steve Aoki and immersed himself in fitness. Translating the spirit and energy of nightlife to a more wholesome morning sweat, one of their famous “party hikes” will go from the Ingleside Inn to Tahquitz Canyon and finish at the Ingleside Inn Pool.
Lace up, kids.
Republic Records and Dream Hotels Present the Estate
Sat. April 14, Daytime
Logline: From the VMAs and Grammys, to a random Tuesday night showcase in Hollywood or sneaky promotional James Bay show downtown just last week, Republic throws events that remind everyone that working in the industry is a perk in and of itself.
Key Talent: Republic artist TheWeeknd will have headlined the festival the night before this afternoon soiree. Fellow Republic artists Phantoms (who have a big Dillon Francis co-sign), Martin Solveig, and Alma will entertain the Lipman brothers’ guests.
Sponsors and Partners you want to help you get invited: Lyft is making a big push in to the side party scene, providing rides to many of the choice bashes, including this one. Harley-Davidson, Batiste Dry Shampoo, UGG, Red Bull, Heineken, Whispering Angel and more.
*Under 21 (months) Welcome*
Fashion Mama’s Mama Mirage
Saturday, April 14 (12 p.m. – 4 p.m.)
What: Fashion Mamas is a highly selective social group of moms in the fashion and creative industries. Think of it as a traveling country club, with an application process and thorough social vetting. Founded by Natalie Alcala, it is for mothers to connect, collaborate, talk business — and talk motherhood. Their 500 members have a combined social reach of 13 million.
Logline: L.A. kids start the Coachella ritual early. This is Fashion Mama’s second year on the desert scene, making some three year olds “Coachella vets” while still in diapers.
Sponsors and Partners: A wellness retreat and gifting experience by Saje Wellness, gifting from Pair Eyewear, desert-themed crafting with Cybex x Jeremy Scott, a play area with toys by Skip and Play, Flow alkaline spring water, spiked and virgin beverages from Clover Juice, and a VIP gift bag.
Saturday April 14 to Sunday, April 15 (1-7 p.m.)
Estate in La Quinta
Logline: The quintessential Coachella day party — celebs, performances, open bars and a mass gathering heavy on L.A. scenesters who are not used to waiting in line to get in to anything.
Key Social Notables: The fashion brand imports 130 of its own influencers as their built-in promotional squad for the weekend. Revolve takes over a hotel in Palm Springs to house everyone, and influencers attend this party, partake in private dinners, pool parties, brunches, and beauty suites, while fueling the summer consumer season to come on their feeds.
Performing Talent: This year’s bill is still under wraps. Last year, Migos performed here during their peak moment of upward velocity.
Sponsors and Partners: Palms Casino, which is preparing a nightlife relaunch, Lyft, which will shuttle guests to and from the festival grounds, Heineken, Ciroc, Moet and Chandon, Bai and Beats by Dre.
Bonus Tip for Angelenos: Revolve opens a pre-festival pop-up shop on Melrose on the weekend before Coachella, April 6-8.
TAO x Revolve Desert Nights
Details to Come
Logline: The purveyor of pop-up nightlife at Sundance sheds the snow and comes to the desert. If I were a betting man, I’d check their staff’s Instagram stories where they are known to heavily promote and push out “public service announcements” on proper arrival and confirmation etiquette. [Update: On second thought, probably not. We now hear it’s limited to 300 people and if it’s anything like this, it will be quality over quantity.]
Bootsy Bellows Pool Party, presented by McDonald’s and PacSun
Saturday, April 14 (2-6 p.m.)
Bootsy Bellows Estate in Rancho Mirage
Logline: h.wood hospitality czars John Terzian and Brian Toll bring L.A. nightlife to desert daylife again in one of the best magic tricks each year – creating a playground where beautiful people and Oscar winners to chow down on McDonald’s in bathing suits. This never happens at home.
Sponsors and Partners: The golden arches and PacSun.
Foray Oasis & HYDE Away in the Desert
Saturday Apr. 14 to Sunday Apr. 15 (1-5 p.m.)
Logline: Hospitality giant SBE has flirted with the desert festival season for years in various incarnations. This year, they port HYDE to the desert, the Sunset Blvd. lounge where the “Jersey Shore” just celebrated their return to the airwaves.
Key Talent: Keeping it in the MTV alumni space, Brody Jenner is set to DJ. Also on the bill, the guy greeting Spotify’s 1.7 million followers on its “Fresh Electronic” playlist right now, Sam Feldt.
Sponsors and Partners: Glam prep from Tresemme & Charlotte Tilbury, Maestro Dobel tequila bar, a relaxation spa area provided by Shure Headphones, and a gifting suite including Joe Jeans.
Lucky Brand Presents Desert Jam
Saturday, April 14
Arrive Hotel (Palm Springs)
Logline: Charli XCX performs at the second annual pool party and denim-palooza.
Sponsors and Partners: NYLON, Jack Daniels, Lovesac, Triumph, Scunci, Jack Daniels, Core Water, Omission Beer, Quest, FHI, Heat, Sunnylife and DIFF eyewear.
Bonus: The hotel. Unlike Palm Springs’ cookie cutter mid-century kitsch motif, Arrive hotels are known for being locally oriented with their restaurants, bars, shops and communal areas.
Playboy Social Club Palm Springs
Friday, April 13 for sunset happy hour (5 p.m.-10 p.m.) and Saturday, April 14 for an afternoon pool party (12 p.m.-6 p.m.)
Logline: “Tasty treats like boozy milkshakes, rosé slushies and tequila popsicles will be plentiful!” the invite promises. The guests on the curated list have been told “You’ve been granted a key to the club.” Accepted!
Key Talent: “Topless fire dancers,” a direct quote from the invite. If that raises your hair, no worries. G-Eazy’s barber will be giving out free haircuts and beard trims to the gents.
Sponsors: Golden Road and Stillhouse Spirits. The aforementioned Mr. Eazy became an “investing partner” in Stillhouse in 2017 and just a few weeks ago launched a co-branded “Stillhouse Black Bourbon” with the brand. Anyone who saw him with Dillon Francis in the Sahara Tent last year knows he’s a true fan of getting spirited.
The Estate Club presents SAFE HOUSE
Friday, April 13 to Sunday, April 15
Grand Polo Estate
Logline: A multi-day event with media partners from CNN, Teen Vogue and the crypto and cannabis spaces celebrating women breaking barriers and challenging the status quo.
Key Talent: Paul Oakenfold is set to perform. Organizers cite Post Malone, French Montana, Darren Criss and digital stars Baby Ariel and Amanda Cerny as expected attendees.
Sponsors and Partners: CAA, Hollywood Records, Teen Vogue, Electronic Music Awards, Ticket Fairy, Foster Grant, Pasta Snacks, Tesla and Estate Club, a home procurement service sourcing pads for performers and attendees.
Saturday, April 14, 10 p.m. – ?
HITS Desert Horse Park
Public Service Announcement: Don’t buy fake bracelets to Neon Carnival on Craigslist. Brent Bolthouse and team are getting serious this year. Also, the Party Report has nothing to do with invites or bracelets, which will be distributed in L.A. in advance of the weekend.
For full details, click here:
Rachel Zoe’s ZOEasis
Friday, Apr. 13, 5-8 p.m.
The Parker Palm Springs
Logline: A Moroccan soiree under the desert sky.
Key Talent: The Zoe team and this event’s organizers have a track record of producing eye-popping events in the desert that break from the yawn of the cookie cutter pool party scene. Previously, this team has done Major Lazer with David Beckham in a tiny Indio community center and the original H&M parties at the Merv Griffin estate. Empirically, whoever secures the Parker on Coachella weekend is doing something right.
Sponsors and Partners:Belvedere Vodka is debuting its new Ginger Zest. Other partners include SK II, KEDS, OPI, Pravanna & Rachel Zoe Collection.
All events are private and by invitation only.
Please send invites, updates, and details to the columnist Mikey Glazer here.