College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Recreation, Parks, and Tourism Administration Department

Degree Name - Author 1

BS in Recreation, Parks, and Tourism Administration



Primary Advisor

Brian Greenwood


In recent years, society has seen a shift of marketing practices from traditional strategies to experiential marketing in order for brands to connect with individuals on an emotional level. Live brand experiences contribute to companies building relationships with consumers to create unique, memorable experiences that will be associated with the brand after the event. The purpose of this study was to examine the best practices of live brand experiences at Coachella Valley Music and Arts Festival. The research for this study was conducted using a case study guide created by the researcher, which examined brands’ past brand activations at Coachella. The results of this study indicate that there are many ways brands can connect with consumers emotionally while simultaneously building relationships. Heineken was recognized as a leading brand in live brand experiences at the festival. As competition is high among competitors, it is essential for brands to keep up with the current trends of experiential marketing and give consumers innovative, memorable experiences that they have never encountered.