We caught up with one of the top weekend cultivators, Founder and CEO of award-winning experiential agency ENTER, Zev Norotsky, whose team is producing upward of a dozen highly anticipated events this weekend. “The feeling in Palm Springs is palpable this year as festival-goers descend upon Coachella Valley. After three years of waiting the energy and excitement on both the attendee and brand side is unparalleled. We have never quite seen this level of interest both in terms of attendance as well as event sponsorship and marketing. We are working with brands like TAO Group, Rolling Stone, Meta, Resorts World and Hypebeast to bring truly engaging platform marketing back against what might be the biggest festival backdrop ever.”
We have included some of the event highlights below, as we head into the highly anticipated festival weekend, to kick off three weeks of back-to-back music festivals in Palm Springs, (Indio), California.
On Saturday, April 16th, Rolling Stone Live returns to Palm Springs for an epic pool party celebrating their inaugural Creators Issue release, featuring special performing guests Grace Mckagan, Carwash, BLXST, James Hype and a special DJ set by legendary DJ/producer Gryffin.
Rolling Stone Live will once again take place in Palm Springs with an immersive festival weekend experience focused around their highly anticipated annual pool party on Saturday from Noon-6pm at the ARRIVE Palm Springs. Rolling Stone Live, in celebration of their inaugural Creators Issue, will feature live musical performances by notable and upcoming artists poolside including special guest DJs Denise Love Hewett and Tolula Adeyemi will also be on the decks keeping the music flowing.
The iconic pool party will be complemented by a satellite activation from META who will host their Creator House to highlight emerging creators to leverage their products to build community, strengthen their brand and harness economic opportunity and guests will also get a glimpse into the world of crypto currency with the Abra Conquer Crypto Cafe.
Resorts World Las Vegas with the Zouk Group have also joined forces as official hotel and nightlife partner, featuring VIP cabanas stageside. Cocktail spirits will be flowing with CIROC Vodka, Madre Restaurant & Mezcaleria and wine by Matua plus beverages by Tractor Beverage Co.
Lucky Brand will also be returning to the annual festival event to debut their Future Fantastic Pop-Up curated in partnership with Lola Langusta of Stoned Fox. Inside the pop-up, guests will be able to create custom tees and bandanas, be treated to custom craft cocktails by Codigo 1530 tequila and Disco Cubes, view the intricate beading artistry of Elena Stonaker, illustrations and print work from Radha Creative and revel at the knitted creations of Yarn Bomb artist, Megan Boyd (2019 shown in photo above).
Other pop-ups and kiosks at the highly anticipated annual event produced by Zev Norotsky’s ENTER, will be sponsored by Lovesac, Rayban, Core Foods, Reign Energy, Cookie Pop & Candy Pop featuring their flavors TWIX, Sour Patch Kids and SNICKERS, and Origin Water.
Expect a ton of celebrities and VIPs to be in attendance, it is always a huge turnout of amazing names with talent in attendance ranging years prior from Ashlee Simpson Ross and Evan Ross to Sydney Sweeney with performances by Charli XCX to the X Ambassadors and many, many more.
Ahead of Saturday, on Thursday April 14, 2022, ENTER hosted the WELCOME TO FABULOUS PALM SPRINGS KICK OFF PARTY with ZOUK Nightlife, presented by Resorts World Las Vegas. The annual welcome bash at Rolling Stone Live featured DJs Honey, Pookie and the Archer, and took place from 8pm– 11 pm at Arrive Hotel Palm Springs, with CIROC Vodka and Madre Restaurant & Mezcaleria, with snacks by Chips Ahoy! Cookie Pop, and Core Foods. The annual kick-off party to Coachella weekend is produced each year by Zev Norotsky’s agency ENTER, who also produces the Rolling Stone Live annual event.
Resorts World Las Vegas and ZOUK have also partnered with TheFutureParty, CMG and NVE, for DISKO MIRAGE, featuring TIESTO at Zenyara Estate on April 16th late night.
Soho Desert House over Coachella Weekend one at an impressive private estate will activate the entire weekend, for the 2022 festival. A beautiful desert oasis, at an exclusive sprawling estate minutes from the festival, to feature unlimited free food and drinks, and performances by Channel Tres, Diplo, BadBadNotGood, The Blessed Madonnas, Hot Chip, Masego, and many more. Refreshments include food and drink from Beyond, Erewhon, Chicas Tacos, signatures like Dirty Burgers, BBQ, Paella, and beverages such as Patron, Amass, Rosaluna, Trip, and Caliwater refreshing cactus water, plus their signature House Tonics. Desert House Membership required as an add on for Soho House members. Full weekend and single day passes available.
The RETREAT will take place April 15-17 in Indio over festival weekend, as a VIP beauty and fashion daytime experience curated on a sprawling estate in Indio for a refreshing experience for elevated, carefree festival weekend fun.
Celebrities, influencers, artists and musicians will be gathering at an exclusive private estate for a curated VIP experience April 15-17. Entertainment onsite will include art installations, pool parties, craft drinks made with Tres Generaciones tequila, refreshments such as Caliwater, Superbird and Cool Cat, DJs and special surprises, plus innovative food from top-tier chefs including Chef Leo Bongarra and snacks like Chips Ahoy! and OREO Cookie Pop along with TWIX, SNICKERS and Sour Patch Kids Candy Pop flavors, and Wonderful Pistachios, and ELAVI bars. Attendees will enjoy a one-stop-shop for gifting of weekend essentials such as mou summer footwear, Canadian Classics apparel and Miage Skincare activations, plus wellness activations and poolside relaxing before the festivities get into full swing. The weekend will be capped with an epic Sunday recovery brunch prepared by some of L.A.’s finest chefs. Many more partners and brands to be announced.
Tao Group Returns to Coachella Valley with Remarkable Experiences and Top Performers. Global hospitality powerhouse, Tao Group Hospitality, will return to the desert for their 3rd year in Coachella Valley for its exclusive events coinciding with the return of the 2022 festival season.The highly anticipated weekend-long event will take place at a breathtaking private residence in Indio, CA – less than two miles from the festival grounds. Unlike anything in the desert, the majestic property is a green oasis sitting upon twenty sprawling acres of lush land. Throughout the weekend invitees will enjoy specialty Casamigos cocktails from their one-of-a-kind bar. Daytime events will be curated around the home’s massive freshwater lake complete with a private beach and infinity pool and spa. For the evening the Tao Group Hospitality team will transform the property’s polo field with interactive activations and surprises fitting for the festival’s top tastemakers.
Tao kicks off with Tao Desert Nights in partnership with Gala Music. As the leaders of an industry-wide paradigm shift, Gala Music, who is using rewards, NFTs, and Web3 interoperability to build a decentralized world of music that uplifts artists, fans, and collectors like never before. For Tao Desert Nights, Gala is bringing some of the biggest names in music together for an unforgettable night of dancing on a one-of-a-kind NFT dancefloor. The experience will combine the art of LED technology with cutting-edge graphics and incredible music.
Tao events will feature activations by Jeeter, Casamigos, PrettyLittleThing, Rémy Martin, Evian, Red Bull, Miraval, Enroot, Vineyard Brands, Absolut
For the first time, Tao Group Hospitality will bring its nighttime experience to the day. Tao Desert Daze with Galore Magazine will be the ultimate pre-festival event in collaboration with Galore Magazine and a soundtrack provided by Chase B and special live performances. Centered around the property’s freshwater lake, guests will enjoy an array of water activations and poolside performances.
For night 2, April 16th, Tao Desert Nights Presented by Jeeter, the #1 cannabis pre-roll brand, is curating some over-the-top moments in line with its dedication to experience and high vibes, including an extravagant aerial presentation that guests will not want to miss. World-class DJ performances and many more surprises will make for an unforgettable night. Partners include Casamigos, PrettyLittleThing, Rémy Martin, Evian, Red Bull, Miraval, Enroot, Vineyard Brands, Absolut
Along with the return of Tao Desert Nights, the group will be creating a tropical oasis, Tao Beach, on Sunday, April 17th inspired by their popular day club TAO Beach located in The Venetian® Resort Las Vegas. The signature Balinese elements of TAO Beach will be incorporated into the desert landscape. The culinary team from Tao Beach will be onsite to provide elevated food offerings inspired by the Las Vegas menu. Partners include Casamigos, PrettyLittleThing, Rémy Martin, Evian, Red Bull, Miraval, Enroot, Vineyard Brands, Absolut
Previous events have been heavily attended by star-studded audiences including Kylie Jenner, Kourtney Kardashian, Paris Hilton, Diddy, Chance the Rapper, Quavo, Jamie Foxx, Kaia Gerber, Presley Gerber, and more.
Veteran publicist Ali Lasky, Ceo + Founder of The Influence, who is known for matching the most in-demand influencers with the hottest brands during Coachella weekend for over a decade, as well as consulting on the most buzzed about events, notes “This year there is a new excitement for Coachella weekend unlike the year prior to the pandemic. It had become mechanic for people to attend, after so many years of back-to-back festival attendance, events, parties etc. There was certainly a burnout happening with the years prior to the pandemic. This year there is a renewed energy, and a world of new influencers, actors, artists and festival goers alike setting out to explore the festival weekend, and there is an influx of returning veteran attendees who are equally excited to once again engage after the time off. Brands are thinking outside the box this year, to bring well-thought out interactive experiences to their attendees, rather than just in your face brand messaging. Our team is very excited for what this year will deliver as far as events, activations and social interactions, paired with incredible live music and deejay performances.”
Stay tuned for our post Social Life festival weekend coverage highlighting the hottest parties, events and festival fashion.
