Vestal is ramping up for its 7th annual Vestal Village near the Coachella Music Festival this April, an event that will look much different than prior iterations.
Faced with unforeseen circumstances in the early planning stages of the 2016 event, Johnny Gehris, President and Owner of Vestal, made the proverbial lemonade out of lemons. Changes are in store for the event, including a sprawling new property and amenities, curated design and décor, marketing from Orange County’s very own, Modern Disco Ambassadors, and amped up PR, alongside the non-stop musical entertainment that Vestal Village is known for.
The four-day event, taking place April 14-17, will be held at a new, privately owned property at an undisclosed location in La Quinta, California. Gehris describes the site as picturesque, and says they are changing the event this year to focus on and utilize the assets of the property.
Events at Vestal Village will center around the beach-entry swimming pool that is the largest non-hotel swimming pool in the area, and offer organized activities to take advantage of the property’s fishing lake, rolling grass hills, and miles of hiking and horseback riding trails. (Guests are encouraged to BYOH – bring your own horse.)
This year’s village will only utilize 1/3 of the 700-acre property, leaving plenty of room for growth in future years. The private, invite-only event expects approximately 1,000 day-guests per day and 600 campers this April.
“We kind of outgrew the old property, so we’re excited that attendees can enjoy the spaciousness of the new site and feel free, and that we have opportunity to keep expanding,” said Gehris.
Gehris also noted that Vestal is taking control of the design aspect for the event this year, a change from years past. The result is a “warm, comfortable, tropical upscale look” that will contrast with the rustic feel of the property.
Gehris and team have done away with vinyl banners and tents, opting for curated décor in a “glamping” theme. Instead of bringing their own tents, guests can reserve basic or upgraded “glamping” tents that will be outfitted with couches and tables. Rustic furniture will surround the pool, and pop-up restaurants and hosted bars will be key amenities. In keeping with the upscale glamping theme, “luxurious” bathrooms will also be available for campers.
Vestal Village is also expanding in another sense, by hiring a PR firm for the first time. Shout PR, led by Erika Klein, is hosting a new event for traditional media and social media influencers to kick-off the weekend at Vestal Village.
Gehris spoke about the importance of social media to Vestal Village, saying that this is where they see the biggest value from the event to their brand, and he expects they will far exceed last year’s 2 million impressions with Klein and team now on board.
Music and community continue as the core of Vestal Village. More than 30 secret special guests are scheduled to play throughout the weekend.
In the evenings, Vestal provides free transportation to Coachella, as well as continued entertainment for guests who opt to stay back at the village. This year the daytime atmosphere will transform to a more relaxed “old school, New Orleans vibe,” said Gehris, with fireside acoustic performances nightly. The goal is to offer something that is different and that will not compete with the main music festival.
Gehris speaks with genuine excitement about Vestal Village, which has grown from its humble beginnings of being a few friends in a rented house, to a multi-day extravaganza that he says has become an important part of the Vestal life and culture. Gehris notes Vestal Village has also become known as an ultimate “So Cal” experience, with Vestal being approached by a major book publisher wanting to publish a lifestyle-focused book about the event.
“It happened so organically, we never expected to create a long-lasting event,” said Gehris. “As a music-inspired company, music festivals are important to Vestal. We were just trying to create a place for our industry friends to hang out. And today it still feels like home for our industry out in the desert.”
