Thousands of people will pack a venue in Thermal to listen to an eclectic mix of music and participate in outdoor activities for a new festival, and while that’s far from an unusual thing for the Coachella Valley, the origin of this event is — it’s part of a launch campaign for Land Rover.
4xFar, a festival presented by the British luxury SUV maker, will happen at an 80-acre outdoor venue dubbed the Empire Grand Oasis Jan. 18 and 19. It will not only feature a lineup with musicians such as Anderson .Paak and Young The Giant, but also a bunch of activities designed for outdoor enthusiasts, including mountain biking, ax throwing, yoga, fly fishing demos and outdoor photography workshops. There will also be opportunities to ride Land Rover vehicles over roughly 15 acres of off-road courses.
Corporate partnerships with festivals happen all the time. Brands frequently partner with the the Coachella Valley Music & Arts Festival to set up elaborate activations or they host their own parties nearby (there’s usually always some free swag both inside Coachella and at the parties). And at the Stagecoach Country Music Festival, the marketing continues with brands such as Toyota offering an off-road course and free swag for visitors and sponsoring the festival’s largest stage.
What makes 4xFar a little more unusual, however, is that the brand was the impetus for creating the festival.
The new festival is happening at the same time that the vehicle manufacturer is bringing back the Land Rover Defender. The rugged SUV intended for off-roading has not been available commercially in the United States since 1997, according to Kim McCullough, vice president of marketing for Land Rover and that’s what spurred the company to start the festival.
“We recognized that this was a really big moment for the Land Rover brand and just doing traditional launch activities was not going to cut it,” she said. “We really wanted to make a bigger moment of this and that’s where the idea started.”
The festival is also about marketing to potential new customers.
“We needed to do something that would appeal to not just our current owners, but also really engage this newer group,” McCullough said
To get the festival off the ground, Land Rover employed the help of the Corso Agency, which was among the producers of Beyoncé’s “Homecoming” and is behind the long-running Heineken House at Coachella.
David Corso, the agency’s CEO, consulted with the owners of the Empire Polo Club in Indio — the venue for Coachella — about its sister property, the Empire Grand Oasis.
The Grand Oasis is a new venue and 4xFar will be its first official public event —though fans of Beyoncé may recognize it from her 2019 recap video because of an event she did there. The venue features date palm groves, a waterfall and even a freshwater lake (visitors will not be permitted to swim in it).
“It’s super unique,” Corso said. “It’s not just a big flat piece of grass. This is one of the coolest venues that we have ever produced a show at.”
Corso said the festival is aiming for a more intimate experience, with an expected crowd between 4,000 and 5,000 people.
The event also has a target age range, aiming to attract a demographic of people in their 30s to mid-50s, according to McCullough.
“Keeping that age range in mind, too, we worked with Spotify to look at that data in terms of the different musical acts that were downloaded a lot in the Southern California area and that helped us develop a kind of pool of artists that we were looking into that have now been booked,” she said.
Among the artists performing are Anderson .Paak & The Free Nationals, Q-Tip and Mark Ronson, Kaytranada, Kurt Vile, Sofi Tukker and Young The Giant.
In an area of the festival grounds, Outside Magazine will host an outdoor village area where guests will be able to to participate in the traditional outdoor activities as well as some others such as wilderness mixology and foraging for edible plants.
There will be three different Land Rover courses spread out over a 15-acre space, McCullough said. One will be dedicated to the Land Rover Defender and let guests test drive it; another will let attendees drive other vehicles in the Land Rover fleet; a third will be instructor-driven and it sounds like it will be more of a bumpy ride.
“It will be more of an extreme experience so that people have some fun stories to take home with them,” McCullough said.
If you go:
When: Jan 18-19
Where: Empire Grand Oasis, 84-700 58th Ave., Thermal
Tickets: $95-$349
Information: 4xfar.com
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