LESSONS FROM COACHELLA

Coachella fever thundered through Southern California last weekend like a speeding train. And not just in So-Cal, all over the country. Every media outlet imaginable covered the star-studded 3-day music festival outside of Palm Springs, where tickets sell-out in minutes, and if you didn’t attend, you somehow felt left out. So what lessons can we take away from what Goldenvoice has built? Here are three:

  1. Trust – In the Lefsetz Letter’s recent Coachella post, Bob’s first point is the most important, “it’s a matter of trust”. You can say this about any “product”. If you make something great, and can find an audience, that audience will trust that the next thing you bring them is at least worth trying. Goldenvoice has built trust as both superior event producers and music/art curators. Building trust takes vision and guts. Charlie Jones,  one of the C’s in C3 Presents, and producers of  Lollapalooza and  ACL festivals talks about “taking a hickey”. He means losing money the first few times at the wheel. C3  believes in building a great product (acts and experience).  That’s the reason why they can sell their events out without announcing a line-up.
  1. Tenacity – You can’t give-up. Coachella lost money for years. In fact, there probably wouldn’t be a Coachella if it weren’t for AEG Live coming in at the right time with financing and support. Yet Paul, Skip, and Rick had the vision and guts to push on without knowing what the outcome would be… and have been rewarded for it. It is good to second guess yourself, but don’t stop at your first hurdle. Being awesome isn’t easy.
  1. Over Deliver – How do you go beyond your fan/consumer/guest’s expectations? Coachella takes place on the same field in Indio every April, and each year those polo grounds are turned into a sound, visual and social experience unlike any other. I’m not talking about having a Ferris wheel, VIP area, or RFID wristbands (although that can be part of it). That’s easy. It is the whole experience; the art installations, carnival games, the unique venue lighting, the polo field itself, arts and crafts vendors, local food and drinks, the music, how fans are communicated to, staff…basically every touch point needs to “wow”. Are you exceeding expectations?

Next weekend is round two in Indio. See what lessons you can take away to make your next product WOW.

Advertisements

Tags: , , , , , , , , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: