Coachella Merchandise at a Glance

Merch

The Coachella Music & Arts Festival is known for its eclectic music slates but also for its hefty merchandise.
 
Merch_body “Sales have been great,” says Justin Ferreira, manager of the fest’s merchandise for the past 10 years.
 
“The first year I did it, we had two t-shirts and a 10×30 tent. Now we have 15 different t-shirts and a 4,000 sq. foot space.”
 
Goldenvoice, promoter of the fest, takes a 5% cut in the overall sales, which is somewhat lower than most festivals. Items offered include t-shirts, posters, hand bags and other accessories while Ferreira expects the fest to sell nearly 40,000 pieces total.
 
“The standard protocol is 2 and 1 for bands. Two t-shirts and one item and the headliners get a little bit more love.”
 
But the real niche in Coachella’s merchandise isn’t a Muse t-shirt or a Jay-Z poster. The festival’s own clothing, branded with a Coachella logo and the year’s lineup remains Goldenvoice’s big seller of the weekend.
 
“It’s more of a brand than anything,” says Ferreira. “I don’t see other events with their own design and selling as many units. Just the event t-shirt alone we ordered 30,000 pieces.”
 
The most difficult part of Ferreira’s job?
 
“Getting enough employees here to deal with the heat. A number of people pass out each year behind the counter so just getting them hydrated and feeling good is really important.”
 
–Stuart Oldham
 
**Photos by Olivia Hemaratanatorn**

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