A cushy new corporate perk is coming to the 2017 Coachella Valley Music and Arts Festival. The annual event held in Indio, California, has exploded into a cultural phenomenon since its debut in 1999. Last year, nearly 200,000 revelers attended the festival, which spans two consecutive three-day weekends in April. This year’s headliners include Lady Gaga, Radiohead and Kendrick Lamar.
All of those attendees need somewhere to stay. Many camp onsite in their own tents or cars. Others stay at area hotels and campgrounds and commute to the festival grounds via shuttle. Choosing between these two main options comes down to a decision between convenience and comfort.
Enter Marriott. The hotel brand has partnered with festival organizers to bring eight luxury safari-style pop-up tents to the festival grounds. Each distinct tent will feature a design inspired by individual brands in the Marriott portfolio, from Aloft to the Autograph Collection.
After a packed day of concerts in the Colorado Desert, lucky lodgers can retreat to air-conditioned accommodations complete with electricity, high-quality linens and quirky design features. And when they wake up the next morning, they’ll be right in the middle of the action—no commute required.
But there is a catch. Prospective glampers must bid at auction for a chance to stay in Marriott’s luxury pop-up tents. Starwood Preferred Guests members have an edge. Four of the tents are up for bid online at SPG Moments, where the going currency is Starwood hotel reward points. (Marriott acquired Starwood Hotels & Resorts last September.) You’ll need a surplus stash of reward points to compete. Bids currently top 100,000 points.
Bidding on the AC Hotels, Autograph Collection and Renaissance Hotels tents is taking place on the Marriott Rewards Experience Marketplace platform. As of now, high bids range from 152,000 to 202,500 reward points.
Winners get more than chic digs. Marriott’s Experience Coachella package includes access to VIP viewing areas and hospitality tents, private bathrooms and showers, and golf cart shuttles. The glamping option applies to the festival’s second weekend, April 20–24. Both auctions close April 6.
And that eighth tent? It’s being given away via sweepstakes.
Less than one month from Coachella’s 2017 kickoff, anticipation is building.
“We’re excited about bringing yet another ‘industry first’ to our loyal members, festival attendees and those who share our love of music,” said Jennifer Utz Ilecki, vice president of buzz marketing and global partnerships at Marriott.
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