IKON Pass at Stagecoach Music Festival
Bringing the Ski Stoke to the Desert
Alterra Mountain Company owns and operates destination resorts across the country and is the business behind the popular multi-resort ski/snowboard season pass, the Ikon Pass. Alterra wanted to introduce the Ikon Pass to new audiences through a brand activation at Stagecoach, the nation’s largest country music festival. How do you activate a ski brand in the middle of the scorching, 100 degree heat of the Coachella Valley? Create a chilled apres-ski escape that country music fans wouldn’t want to leave.
We worked alongside Alterra Mountain Company’s marketing team, and Stagecoach management to transform a 30’x30’ space into a beautifully branded luxury dome complete with “mountain-chilled” air conditioning, decked from top to bottom in Ikon Pass branding, a custom fabricated ski chandelier, and a snow cone maker. Additional deliverables included coordination of all logistics with Stagecoach, on-site production, custom design, fabrication, graphic design, branding, and event rentals.
By the Numbers
country music fans
days of the biggest names in country music
air conditioned geodesic dome