As covered by BizBash, hotels have been launching music festivals in an effort to attract guests and build buzz surrounding their offerings. Some recent examples of this growing trend include the following:
– Airstream Palooza – a “free musical festival arrayed around renovated airstream trailers” at the Hotel Paseo in California’s Palm Desert.
– Ondalinda – A music festival that has been described as “the luxe Burning Man,” taking place in Jalisco, Mexico’s Careyes resort.
– Labor Day Weekend Bash – A music festival that has featured performances by Fergie and Liam Payne, taking place at Bali, Indonesia’s Mulia hotel.
– Wake Up Call – A “roving music festival” aimed at “25- to 45-years-old, well traveled, affluent professionals…who like to have fun and burn the candle at both ends.” This festival series is being hosted at Marriott’s W. Hotels, with the first three events taking place in Bali, Barcelona, and Hollywood.
Over the past several months, we’ve seen more and more brands – and industries as a whole – utilizing festivals as a means of attracting business and building brand awareness / enthusiasm. Between Viacom’s network-specific festivals, Richard Branson’s Virgin Fest, and Coppola Winery’s multi-pronged music festival sponsorships, this experiential tactic is being embraced in a big way. We continue to be avid supporters of the format as a vehicle for brands and companies to get their word out there (and as an additional stream of revenue), and we look forward to checking out more and more of these hotel/festival combos as they pop up.