By Marissa Willman
Once known as Coachella’s laid-back, country-loving sibling, Stagecoach has officially entered the big leagues. This year’s festival weekend wasn’t just about cowboy boots and headliners—it was a full-on brand blitz, with high-profile pop-ups, after-hours bashes, and exclusive activations drawing influencers, artists, and celebrities from across the entertainment spectrum.
American Express returned with its signature Amex Experience, offering exclusive merch bundles, dedicated merch lanes, and photo ops. Facebook created a colorful hangout space, Código 1530 introduced a Texas dancehall-style barroom, and Patrón El Alto went all-in with activations at Zenyara’s Rodeo Nights and the Gallery Desert House. Guests like Diplo, Dasha, Sierra Ferrell, and Marshmello toasted with the sleek new Patrón El Alto Minis—widely considered the accessory of the weekend. The other must-have accessory? Wrists stacked with exclusive wristbands from the desert’s top-tier parties—a staple of Coachella’s first weekend, now fully embraced by Stagecoach.
The Malibu Beach House made a splash inside the festival grounds, giving guests a chance to sip cocktails and lounge in SoCal style. Festivalgoers caught exclusive performances and daytime hangouts with stars like Brandi Cyrus, Chanel West Coast, Lance Bass, Scheana Shay, and Brock Davies. The brand hosted daily “Malibu Cooldown” moments that drew appearances from Too $hort, Jessie T. Usher, Blake Horstmann, and many more.
Offsite, Stagecoach’s party circuit rivaled Coachella’s. Swimsuits & Cowboy Boots at Gallery Desert House mixed poolside vibes with performances by Dasha and Nikki Lane. Von Dutch Ranch with Don Julio brought music, fashion, and a mechanical bull. Nylon’s Desert Disco and Windsor’s Wild West party attracted content creators, musicians, and celebs alike.
With exclusive wristbands, celebrity sightings, and brand activations both inside and outside the festival, Stagecoach is no longer just “the country weekend.” It’s now a fully-formed lifestyle experience—and brands are taking notice. If this year’s momentum is any indication, Stagecoach is well on its way to becoming as culturally influential as its Indio counterpart.
