: On Repeat

The organizers for just announced that next year’s will be held over two weekends in April instead of the usual one weekend approach…

We’re excited to announce Coachella 2012 will be held over TWO WEEKENDS.

In an effort to try and accommodate everyone who wants to experience the , COACHELLA 2012 will be two separate events, held over two consecutive weekends. We will attempt to produce two identical weekends. That means same , same art, same place, different people.

We know many of you were unable to attend this year’s festival because passes sold out much sooner than anticipated. We were truly surprised by the overwhelming response and remain honored by your passion and enthusiasm. We also know some of you purchased through non legitimate sources and were inconvenienced, gouged or totally scammed. We hope that these changes will give everyone the opportunity to purchase directly from Coachella.com.

Passes go on sale beginning this Friday, June 3rd, 2011, at 10 PST until the following Friday June 10th, 2011, at 10pm PST. This advance sale will be the only opportunity to take advantage of the Coachella Payment Plan. Passes will be available through a payment plan of 10% down and 8 equal monthly payments OR by payment in full. The price of three-day passes remains at $269 plus fees for the sixth consecutive year.

Coachella Weekend 1 – April 13-15, 2012 | Coachella Weekend 2 – April 20-22, 2012

I actually think this is a really poor choice of judgment on behalf of the promoters. Identical festivals? “So because demand was high, we’re going to try and double our supply….” in an attempt to sell more and and provide an instant dilution of the experience that every festival goer gets when they drive into the Indio desert each year. Like, this is a really awful decision and we already know that there’s no way in hell they’re going to get a large set of headliners to do the same show twice at this festival.

I’ll go ahead and risk putting my foot in my right and say that you’ll see this announcement change in the very near , maybe by the end of the week. Maybe their demand will be so great that they can pull this off, but there’s no way in hell are going to be seeing “identical” festivals. At the very least, there’s no reason to brand it that way when it’s impossible to offer that up. Here’s an opportunity to present something new and unique, and Coachella just went all McDonald’s about it and said “let’s make it bigger,” not at all better (in any planned sense of ).

Good one, .

Ad Ops Nerd. Living that San Diego life. Chicago born and raised.