by Sherelle Jacobs, The Telegraphm, March 21, 2017
Eight luxury safari-style tents are to be pitched at Coachella – and ticket holders for the music and arts event taking place in April can bid at auction for the chance to spend the night on the festival grounds.
Revellers at the 10-day Californian festival – which takes place in the Colorado Desert near Palm Springs in April – can avoid the schlep back to their accommodation and bed down in one of the Marriott air-conditioned tents right in the thick of the action.
It is the first time that the hotel brand has partnered with Coachella for the event. All the glamping quarters are to be done up like fully-furnished hotel rooms, complete with electricity, sumptuous linens and quirky design features. Each tent will be different, inspired by individual brands in the international hotel company’s portfolio, from Aloft to the Autograph Collection.
"Marriott’s partnership with Coachella further demonstrates our commitment to music," said Jennifer Utz Ilecki, vice president of buzz marketing and global partnerships at Marriott.
"We’re excited about bringing yet another 'industry first' to our loyal members, festival attendees, and those who share our love of music."
Coachella takes place every year in Indio, California.
The exclusive package includes access to VIP viewing areas and hospitality tents, private showers and loos, golf cart shuttles between stages, and slap-up breakfast.
Loyal customers of Starwood Hotels & Resorts – the conglomeration that owns Marriott – are at a distinct advantage though: festival-goers can compete for four of the tents online on SPG Moments – but using Starwood hotel reward points, not money. Bids now exceed 50,000 points; as basic membership cardholders earn two points for every dollar spent in the group’s hotels, those in running have already spent tens of thousands as existing customers.
Three tents are being similarly auctioned on the Marriott Rewards Experience Marketplace platform. The final tent is to be given away in a sweepstake. But music fans will need to sign up as Marriott Rewards members before putting their name in the hat.
Luxury pop-up accommodation is emerging as the latest trend on the music festival scene. This June, Glastonbury is erecting Pop Up Hotel just outside the main grounds, which will offer high-end glamping options that range from posh en-suite pavilion tents to slick silver Airstream trailers. There will be a pool and spa, and prices start at £1,995. The 2017 Isle of Wight festival will also have a Camp Kerala. The Shakir tents are to have Egyptian-cotton-clad beds and Rajasthani furniture. For £5,000, two guests get 'full tent service', buggy transport around the festival, VIP tickets and access to luxury bathrooms.