© 2025 aeg global partnerships
on-site activation
brand amplify
digital media
access essentials
Welcome Partners
In this playbook you will find a set of guidelines and directions to help ensure a successful and impactful partnership program. This playbook is meant to be an informative activation resource for you as you bring your Stagecoach partnership to life. We look forward to working with you!
Thank you for being part of the stagecoach family, we are excited for this partnership and look forward to an incredible festival together!
2025 partner playbook
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Partner activations must be designed in conjunction with the festival or have been previously approved by the festival. Activation signage must be contained within the footprint - no directional signage will be allowed around the festival site. Both a daytime and nighttime render must be submitted for approval. Nighttime renders should show all exterior lighting. Exterior lights should be glowy rather than bright and should be dimmable. All lighting must be approved in advance. All exterior activation elements must be mutually agreed upon and appropriate to the festival landscape. No written slogans or brand logos (outside of the approved branded signage) may appear on the exterior of the brand activation. No depictions of product on the exterior will be approved.
dimensions
approvals
exterior guidelines
Partner must follow all festival sustainability guidelines. All serviceware, including cups, must be in compliance with the festival’s sustainability guidelines. Materials and designs must be approved in advance.
It is preferred that all accessibility ramps are included in the contractual footprint. If you must have a ramp extend beyond the contractual footprint, a ramp pointing straight out from the footprint cannot be longer than 5'. Ramps longer than 5' must be inset or run parallel to the activation. All ramps need to comply with ADA regulations, including handrails. There is a document on the Partner Hub detailing these and other requirements for ADA compliancy.
inclusivity
promotional & branded items
All branded items for use on-site at beverage points of sales must be sent to Goldenvoice for approval prior to being submitted to concessionaire. Stgagecoach allows for branded premiums or promotional handouts that relate directly to the partner brand or activation. All premium items and quantities are subject to approval by the festival and must not compete with festival merchandise. Partner may not use branded pop-up tents or branded canopies. Partner may not hire roaming brand ambassadors. Partner may conduct research at the event from inside their activation space only. Partner may not provide tattoos in activation (temporary or otherwise).
Partner may not have live music in activation. DJs and other atmospheric music is subject to approval and can be played at a level where there is not sound bleed. Any performance or events that take place off the Stagecoach grounds cannot be promoted as being associated with the festival itself. Any appearances by festival talent within a partner activation cannot be performance based. For example, an artist can lead an interactive activity or meet and greet, but cannot perform an acoustic set.
live music & performance
live music & performances
On-Site activation
on-Site activation
One (1) logo hit on the exterior. Exterior logo hit must not exceed 2' x 10' in size and must be installed no higher than 10' from the bottom of the logo to the ground. All activations must have 4 walls and include either doors that close or a privacy wall. A roof is not mandatory. Single doors or entrances or exits cannot exceed 4' wide. Dual entrance/exits cannot exceed 8' in width. Reminder that all activations inside the venue must be fully enclosed on all four sides and have a door or modesty wall. If your build includes a modesty wall, there must be 5' from the modesty wall to the build, but cannot exceed 5' away. Branded exterior signage featuring the brand's name or logo is limited to 10' x 2'. Logos will not be installed higher than 8-10 feet from ground. No sub tags on exterior.
accessibility
sustainability
Partner activations must be designed in conjunction with the festival or have been previously approved by the festival. Activation signage must be contained within the footprint - no directional signage will be allowed around the festival site. For partners across from Gobi and Mojave stages there may be additional layers of logo/exterior approvals. Both a daytime and nighttime render must be submitted for approval. Nighttime renders should show all exterior lighting. Exterior lights should be glowy rather than bright and should be dimmable. All lighting must be approved in advance. All exterior activation elements must be mutually agreed upon and appropriate to the festival landscape. No written slogans or brand logos (outside of the approved branded signage) may appear on the exterior of the brand activation. No depictions of product on the exterior will be approved.
Partner cannot promote ticket giveaways to the 2026 event prior to the end of the current festival unless they are a confirmed partner of the 2026 event Partner cannot use Stagecoach logo while promoting a partner product sale or discount Partner cannot use the Stagecoach logo in conjunction with other event logos Partner cannot begin any marketing program until after the talent announcement Partner cannot fly advertisements over the festival grounds Partner cannot treat or pattern the Stagecoach logo Partner cannot alter the lineup poster in any way Partner cannot promo influencer Meet & Greets from Stagecoach owned platforms Partner cannot grant third parties IP rights If a partner is calling out a specific retailer as part of the CTA (Call To Action) in their advertising, they must do so in a manner that does not suggest that the retailer is a Stagecoach partner. YES - "Grab product X for your Stagecoach weekend at [RETAILER]" NO - "Get Stagecoach ready at [RETAILER] by picking up product X"
Marketing
As a brand, Stagecoach leans away from hyperbole in our language. We aim not to explicitly state our position in pop culture, but instead let it speak for itself. We show rather than tell.
** Please note, this is not a complete and final list; ultimately language must be reviewed and approved by the AEG and the festival team.**
NO-GO WORDS EXAMPLE:
Legendary Epic Vibe; vibes Iconic Icon Lit Stars Headliner Famous FOMO
Magic; magical Luxury (avoid the use of this word in reference to Stagecoach) Any language that would suggest a negative connotation of the festival environment. Including, but not limited to: references about extreme heat, dust and crowds Avoid over use of “!!!!” (exclamation points) in copy As a brand, Stagecoach avoids utilizing trending online language and phrases. Avoid engaging with declining internet trends and their corresponding language when possible
Creative & Branding
Public Relations
Full press release must be approved by the festival before distribution Per contract, partner has the right to include “Official Partner of Stagecoach…” in their press releases Partner press releases must focus exclusively on the Stagecoach festival partnership Partner should avoid overuse of the festival name in a press release Partner press releases should not include any quotes from festival representatives
marketing
public relations
creative & branding
download
Approval
language
approval
Partner may use the Stagecoach logo and IP for in-store promotions, online promotions, email newsletters, and dedicated mailers with festival approval according to Stagecoach Brand Guidelines.
Influencers may not use professional grade equipment outside of the partner activation unless contracted by AEG Studios. Partner cannot hire third-party media outlets to capture and distribute content on its behalf. Cannot use detachable lenses, tripods, big zooms, or commercial use rigs outside of the activation area. Cannot capture performance footage. Cannot capture photo or video backstage or any back-of-house location including the artist compound, on golf carts, or in-artist trailers. Cannot capture footage of hazardous or dangerous actions (i.e - climbing on festival equipment). Cannot go into photo pits. Cannot showcase photos of any parking decals or wristbands. Cannot use drones. Cannot show shots of Native headdresses, or any other cultural or ceremonial attire. Cannot promote drug use.
Partner is allowed to capture photo and video inside their activation space using their own photographer or videographer, subject to additional location agreement. All content plans and equipment lists must be pre-approved by the festival. Instructions for submitting content plan and equipment lists can be found in the 2025 Partner Marketing guidelines, which will be distributed in January. Partner may execute their own influencer program. All program details and talent must be approved by the festival. Influencers contracted directly with a partner must be credentialed by the partner. Influencers are not considered staff and must be credentialed utilizing a public facing wristband (GA or VIP). Any talent or celebrity capture must be under the explicit permission of the talent. Capture content outside of the activation and in all general admission areas using smartphones or point-and-shoot cameras only. Use content captured inside the partner activation without approval unless it explicitly uses the Stagecoach name/logo. To capture photo and/or video outside of the activation space using professional equipment, including influencer talent, partner must hire a Location Manager via AEG Studios. Please reach out to festival activation team for more information. All partner content must be created and distributed by the partner itself. Partner has the opportunity to invite third-party media outlets into its activation space as part of the outlets’ general festival coverage. Media outlets must be pre-approved by the festival. Partner is responsible for credentialing any pre-approved media outlets if they are not already credentialed. Invited media are not considered staff, and therefore should be credentialed with public facing wristbands (GA or VIP). Approved video and photo can be accessed by request. All clearances are responsibility of the partner. Use professional grade equipment inside the partner activation area.
content capture
Use 1-2 brand specific campaign hashtags max. Please be advised, use of hashtags on Facebook is not a practice used on organic Stagecoach posts and may result in limited reach of posts on that platform. Boost their own branded Facebook, Instagram and Twitter posts per Facebook/Twitter branded content guidelines. Highlight branded product if more than one option is submitted. Partners may post to their own social media channels without festival approval on show days if the Stagecoach logo is not used, and only after submitting an on-site content plan to the festival sponsorship team. To ensure efficient approval for posts using the Stagecoach logo, partner must give advanced notice of promotional plan and expected approval timeline Partner may use the Stagecoach logo in show-day social media posts only with festival approval.
Post anything showcasing the festival grounds, on-site activations, or anything else inside the venue prior to doors opening on the first festival day. Co-brand Snapchat filters. Include any discernible faces (with the exception of our licensing partners). Submit celebrity paparazzi-type photos. Request social media posts via the Stagecoach channels on show days. Use profanity and/or showcase flags. Use photos of Native American headdresses, bindis, tribal wear, or any appropriation of religious or ethnic wear. Include negative remarks about any festival brands or partners. Use images or language promoting drug use. Use talent-associated sponsored content without express written consent from talent management. Showcase back-of-house content. Showcase photos of any parking decals or wristbands. Use unlicensed music
partner CAN:
partner CANNOT:
step one
To ensure efficient approval processes, please include AEG during initial social media planning. Please note any copy submitted will potentially be edited to fit the festival voice.
step two
Partner must submit social media assets by the designated deadline. If assets are not received by the deadline, the festival will make best efforts to post on-schedule, but cannot guarantee timing for the contractual posts.
step three
Partner must approve Stagecoach to post branded content of their brand at least 48 hours prior to scheduled post time.
Social Media
social media
guidelines
APPROVAL
partner cannot
partner can
Passes will not be released until partnership fees are up to date All wristbands are 3-day passes. No single-day wristbands are available All Guest level passes must be picked up individually, in person with valid, government issued photo ID at the Indian Wells Tennis Garden Only one pass can be worn at a time. Passes cannot be combined to change or increase access. Public passes (GA, Saloon, Corral Pit or Corral Seats) do not have access to the venue before doors Social media influencers are not considered staff and cannot receive staff working passes
passes
Any persons with a working purpose at an on-site activation must be advanced a "Field" credential Field credentials have access to site before doors Supplemental credentials may be advance for increased access. These supplemental wristbands must be paired with a Field credential to be valid. All working passes must be picked up individually, in person, with valid, government issued photo ID at the Indian Wells Tennis Garden
credentials
Requests to purchase passes must be submitted via the forms below. If paying by invoice, requests must be submitted by February 14th. All invoices must be paid in full by March 14th. Requests for purchases close March 14th and are subject to availability.
$126
3-day shuttle pass
$1,899
3-day Guest
$974
3-day VIP
$619
3-day GA
pricing and restrictions are as follows:
request form
Request additional passes outside your contracted allotment:
purchase REQUESTS
purchase requests
Rhinestone Saloon
Corral pit
