oise Pop. Crush. Pot of Gold. Could be names of the latest puzzle video games, right? More recognizable: Coachella. Outside Lands. Burning Man. Music festivals are nothing new, but they've continued to gain momentum since the turn of the century, morphing from counterculture conclaves to mainstream holidays. More than 32 million people attend music festivals each year in the U.S., according to Billboard magazine and-happily for the tenting industry-these musical gatherings rely heavily on tents to create the structure, experience and atmosphere that keep revelers coming back year after year. The Heineken House at Coachella 2019 was a 6,400-square-foot custom aluminum-framed structure that offered a fresh take on the brand's 18th consecutive desert activation. Photo courtesy of Corso Agency and Heineken USA. www.InTentsMag.com 0420IT_Book.indb 23 23 3/23/20 1:24 PMhttp://www.InTentsMag.com