InTents April/May 2020 - 29

roof of the structure in a grid form.
Individual grids were filled with
roofing panels that were white
on the exterior and faced with a
metallic film on the interior. The
reflective mirroring effect coupled
with an audiovisual element
provided a deeper visual experience.
Attendees weren't the only
ones impressed-the structure
received a 2019 IFAI International
Achievement Award of Excellence
in the Tent Manufacturing and
Design category.
Sigrid Tornquist is a Minneapolis-based

writer and editor, and a former InTents editor.

The Corso Agency curated the lineup
for the Heineken House, which included
hip hop legacy trio De La Soul for the
opening weekend of Coachella 2019.
The structure and the artists coordinated
to create an over-the-top experience
for attendees. Photo courtesy of
Corso Agency and Heineken USA.

DON'T GET BURNED

I

n 2017, Coachella became the first
recurring music festival franchise to earn
more than $100 million. On the other end
of the spectrum, the infamous Fyre Festival
ended with lawsuits, criminal prosecution
and not one but two documentaries
analyzing the disaster.
"The big thing to know with music
festivals is that when the gates open,
they're not selling any more tickets," says
George Smith, president of Mahaffey Tent
and Event Rentals, Memphis, Tenn. "So it's
important to know that if you're the last
one scheduled to get paid-you may not."
Mahaffey often provides tenting
for music festivals, but unless it's an
established customer, the company
asks for 100 percent of the payment up
front. "The thing to keep in mind is that
they don't generate any money after the
show is over," Smith says. "And if it's a
new festival especially, get your money

up front because it may go south if they
don't sell enough tickets."
In the midst of the project, Smith advises
creating a paper trail for change orders.
"Typically, there are a lot of last-minute
adds and moves, so be careful to capture
your change orders," he says. "Don't take
verbal change orders. Make them sign
things. No matter how sincere they are,
they all forget after the show is over."
Despite the warnings, Smith says music
festivals can be an opportunity for growth.
"Music festivals in general are looking
for the newest and latest things to attract
crowds, so it's a good place to get some
long-term contracts for unique products,"
he says. "Music festivals are better than
weddings because they repeat and
can give you a quicker ROI on custom
products. It lets you expand your inventory
because you can buy products for that
festival and then use them year after year."

www.InTentsMag.com

0420IT_Book.indb 29

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InTents April/May 2020

Table of Contents for the Digital Edition of InTents April/May 2020

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InTents April/May 2020 - Cover2
InTents April/May 2020 - 1
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