Continuing to tap into that zeitgeist, Heineken recently signed a new multi-year deal with Coachella and organizer-owners Goldenvoice and AEG. Though its experiential activation may keep evolving per concert-goer feedback, it has seen a handful of standout moments and tweaks during its extended run. Here are the top five:
Traffic jam
Heineken House drew about 100,000 fans during Coachella 2023, which marked a 20% jump from the prior year. Sampling, which is another measure of the sponsorship’s impact, also hit 100,000, with Amorese saying he expects 2024 numbers to top the previous tallies. If that’s true, it will be the biggest crowd the activation has ever hosted, possibly aided by a first-time integration into the official Coachella app.
New spin
Early in the sponsorship, the brand brought in DJs for live sets in its shaded and misted space. But starting in 2011, Heineken added a dedicated stage for performers, which over the years have included The Roots, Method Man & Red Man, Questlove, Thundercat and Flying Lotus and Busta Rhymes & Friends (Snoop Dogg, Warren G and Ma$e). The move was a game changer, per Amorese.
“People don’t necessarily come to Heineken House because it’s a beautiful structure—they want to see artists they’re excited about,” Amorese said. “It comes down to the talent.”
The afternoon and evening entertainment at Heineken House is purposely staggered among Coachella’s main stage acts to cut down on FOMO and so fans can fit in as much music as possible.
In good company
Coachella has continued to cement its place among the elite of Heineken’s long-term partners, which the brand prefers to one-off relationships in the experiential space, according to Amorese. The newly inked alliance proves the point, putting Coachella in league with Formula 1, the U.S. Open and Major League Soccer.
“We call them our tier-one partnerships,” Amorese said. “The goal is to put on a premium experience, but it’s not exclusive as in VIP—it’s meant to engage with as many people as possible.”
Open floor plan
The brand’s first activation at Indio, about 130 miles outside Los Angeles, was a rather standard 10-by-10-foot tent selling beer. And it was one of the few spots that had air-conditioning, which offered cover from the punishing sun and temperatures that could hit triple digits.
