Nothing says warmer weather like a music festival, and Coachella is one of the biggest, routinely drawing crowds that approach 100,000 in a single day. Its attendees are active and engaged, and have proven themselves willing spenders.
Coachella and festivals like it provide unique opportunities for brands to reach and communicate with these audiences — provided they know how to tap into the power of the massive crowds that gather for the music, art, and experience.
Attendance isn’t the only key metric that marketers need to know if they’re to understand the value of investing in marketing at Coachella. Here are the top 10 Coachella statistics marketers and advertisers must know.
And of those 32 million attendees, 14.7 million are Millennials, making music festivals a hot spot for hitting that coveted millennial market. Because Millennials don’t typically respond to traditional marketing efforts in the same way, festival marketing can be a unique opportunity to reach them in via new mediums in new settings where they may be more receptive to brand messaging.
And of those purchasers, half spent on shoes and two thirds bought clothes.
Festival marketing opportunities don’t just take place on the other side of the snow fence and cattle gate. Many festival goers make purchases ahead of the festival itself, and therein lies an opportunity for brands and advertisers to tap a market that’s already proven itself willing to spend on a specific event. By partnering with or sponsoring Coachella (or even participating in parties as a part of the festival), brands may be able tie themselves to an event that’s proven to inspire plenty of spending.
2016 was Coachella’s biggest year for attendance yet, bringing in nearly 100,000 attendees every day of the festival. That attendance number is staggering on its own, but when viewed in context of the entire festival, it becomes even more dramatic. Coachella takes place not in a major city, but in Indio, CA, which reaps incredible financial benefits. Residents get a little something, too — in 2016, it was estimated that 9,000 attendees would be staying in nearby Airbnbs.
Related Post: How Brands Are Marketing At Coachella
This number is a total amount spent by both consumers and businesses, but estimated spending in the area was $403 million for 2016, and an estimated $106 million found its way into the Indio economy. What’s more, Indio was estimated to see $3.18 million from tax revenue on ticket sales alone.
In early 2016, Goldenvoice filed a lawsuit against a music festival calling itself “Hoodchella.” The organizers of Hoodchella eventually settled and changed the name, but as part of the lawsuit, Goldenvoice claimed to have spent close to $700,000 on promoting the festival. That’s a huge chunk of change, but ultimately a drop in the bucket when compared to Coachella’s gross ticket sale numbers, which came to over $84 million.
Coachella’s pretty near the top of the chart when it comes to the bang-for-buck ratio. In 2015, there were 216 artists playing Coachella. With the total cost of a multi-day ticket coming in at $375, that left attendees paying just $1.74 per artist. Not bad, but not quite as dirt cheap as Vans Warped Tour, which, at the cheapest ticket tier, came out to just $0.44 per artist.
Coachella isn’t just for the people in Indio, it’s a global event. And thanks to social media, it finds its way to virtual festival goers all over the world. In 2016, Coachella’s Snapchat Story reached a global audience of over 40 million people — way, way more than you could ever hope to fit inside of Coachella’s festival grounds.
Naturally, Coachella was a huge topic of conversation on Twitter during its first weekend in particular. 3.8 million tweets about Coachella were recorded that first weekend, and while that doesn’t quite measure up to the total number of tweets concerning the Super Bowl (27.6 million this year for Super Bowl 51), it’s a lot of sustained online chatter.
Related Post: The Most Popular Instagram Influencers
Though it’s a relatively small brand and was a relative unknown before last year’s festival, Lokai teamed up with influencers and celebrities to spread brand awareness. In addition to reaching a massive audience, Lokai saw incredible engagement, with over 2.2 million likes and over 14,000 comments on its Coachella campaign.
Focusing heavily on experiential components to their influencer marketing strategies at Coachella, Revolve and American Express took a slightly different approach to raising awareness around their brands’ involvement around Coachella. American Express send influencers dubbed #AmexAmbassadors to the festival. The influencers then posted photos on social media using the hashtag #AmexAccess to spread awareness about the features and perks available to American Express members through the festival. American Express reached an audience of nearly 15.3 million and garnered nearly 140,000 likes and over 400 comments across the campaign.
Revolve drove engagement by hosting a “Desert House” party at Coachella and pushing pictures to Instagram with the hashtag #RevolveFestival through influencers like Bella Thorne and Aimee Song. Revolve reached an audience of over 30 million and saw over 1.6 million likes and 12,700 comments for the campaign.