This article was first published in Resident Magazine online, April 2018. Read the full article.

Coachella Music Festival is not just about the music anymore. The fashion and events hosted by countless brands have taken center stage before and after the main event. Although the parties not associated with the festival occur at nearby hotels, estates, and equestrian parks, the outpouring of sponsored parties increases each year and turns the Coachella valley area into a full-blown party mecca.

Branded parties offer complimentary drinks, food, live musical acts, and often beauty and fashion stations to get that festival look just-so – from hair styling stations and festival glitter and color makeup, to swag ‘gifting’ lounges. Social influencers, celebrities, and people from all over the world flock to Coachella, so it’s no surprise that brands want their attention.

LYFT was one of the official rideshare partners for the fashion influencer #REVOLVEfestival, providing busses for special guests from LA to Palm Springs, and gifting passengers “Survival Kits” for the weekend, as well as shuttles from the hotel to the music festival each day. Lyft became our lifesaver all weekend providing barely any wait time and fares less than 1/5 of the price of other rideshare companies. Did your Lyft show up in one of their three glow-in-the-dark vehicles cruising around?

SWOOP also shuttled guests to exclusive parties, like Bootsy Bellows. For those who opted out of driving from Los Angeles, JetSuiteX provided 2 flights in and out of Thermal from Burbank both Friday and Monday. Not only are you flying with interesting people, but not fighting traffic after 3 days with no sleep is the perfect way to end a wild party weekend. Flying semi-private with no wait time is the way to go! In 30 minutes we returned to LA.

Some of our favorite Coachella activations that occurred over weekend 1:

 Lucky Brand Desert Jam

At Arrive Palm Springs, Lucky Brand teamed up with NYLON Magazine for their second annual bash filled with denim gifting and performances by Harry Hudson and Charli XCX poolside. Fresh off a new album launch, Harry’s performance was so hot, he cooled off by jumping in the pool with his fans! Festival looks were enhanced with Scunci hair accessories, FHI Heat hairstyling tools, and DIFF Eyewear sunnies. VIP guests had their denim jackets custom stitched while party goers sipped on Jack Daniels cocktails and Omission Beer. Brandi Cyrus, Delilah Belle, Elle Angel, Olympian Chloe Kim, Patrick Schwarzenegger and girlfriend Abby Champion were just some of the starlets who made appearances.