College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Experience Industry Management Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department


Digital marketing is a marketing strategy that helps companies grow in multiple ways. Digital marketing and the five Ds (digital devices, digital platforms, digital media, digital date, digital technology) represents the evolution of marketing in the modern era. The purpose of this study was to examine the digital marketing practices of Coachella Valley Music and Arts Festival. Coachella and its digital marketing techniques are strategically planned in order for the festival to reach its target audience. Research for this study was conducted using a case study. The results indicated that Coachella’s digital marketing is effective in reaching the target audience and gains attention from all attendees. Coachella should continue utilizing its digital marketing techniques as well as additional marketing techniques to gain attention from attendees.