IT’S COME TO THIS: As Concert Ticket Prices Soar, More Than Half of Coachella GA Attendees Are Buying Tickets Through Payment Plans.
Tens of thousands of music fans will descend on the California desert this weekend for the first of two iterations of the Coachella Music and Arts festival outside of Palm Springs, Calif.
Approximately 80,000 to 100,000 fans each weekend will have coughed up the $599 ticket price to see headliners Lady Gaga, Travis Scott, Green Day and Post Malone. But ticket price is often just the cost of entry — many of those fans will spend more than a $1,000 per weekend on lodging and cough up hundreds of dollars more for food, drinks and merchandise. It’s a substantial spend for any of the 20-somethings in Coachella’s target demographic. But festival organizers have increasingly helped finance their purchase through payment plan programs.
Approximately 60 percent of general admission ticket buyers at this year’s festival opted to use Coachella’s payment plan system, which requires as little as $49.99 up front for tickets to the annual concert. The desert festival isn’t alone — Lollapalooza, Electric Daisy Carnival and Rolling Loud all sell the majority of their tickets using some kind of payment plan system.
Representatives at Goldenvoice, which puts on Coachella, declined to comment for this story. One source, who asked to remain anonymous because they weren’t authorized to speak to the media, told Billboard that payment plans have fundamentally changed how festivals are marketed to the public.
“Festivals are now marketing a cheap down payment as their main call to action,” the source says. “The messaging is $20 down gets you in the door, or $50 down gets you started. It’s no longer about the artists, or the festival lifestyle — the message is, ‘You can afford this if you act today.’”
Related: Festival guests report stolen belongings from hotel rooms during Coachella.
Multiple Coachella festivalgoers contacted News Channel 3, saying their belongings were stolen from their hotel rooms while they were away at the festival.
Ellie Brownridge said she’s attended Coachella for years with her best friend, Zoe Grober.
Grober said they’ve stayed at La Quinta Resort & Club before.
“We always love this property,” Grober said. “It’s just so disappointing that something like this happened and it’s totally tainted the experience.”
Brownridge and Grober, staying with their husbands, said they returned Saturday morning after the first day of Coachella to find personal items missing — including vintage bags, jewelry, family heirlooms and sunglasses.
They told News Channel 3 they called hotel management and the Riverside County Sheriff’s Department — and quickly learned they weren’t alone.
“We met two other groups. In total, I think it’s like 15 people that we know of that this has happened to,” Brownridge said. “I think we’re looking at over $100,000 worth of stuff that’s gone.”