Randy Plavajka | Banner St. Lucia, a Brooklyn-based alternative rock band, performs at the Glasshouse in Pomona during their 2014 tour, which was capped off in 2015 with a two-weekend performance on the Coachella festival’s main stage.
With the gradual approach of the Coachella Music and Arts Festival, Indio is not the only city preparing to maximize revenue across the two-week span with the booking of popular music performances.
Los Angeles, Santa Ana and Pomona are home to some of the most popular venues in Southern California, with each city securing various Coachella artists to make appearances during the festival weeks.
The goal is to bring concerts to those who cannot attend the desert festival for financial and travel constraints, and capitalize on the revenue for each venue before the summer concert season formally begins.
“(Local concerts) are way cheaper than Coachella tickets and you’re guaranteed to see the band you want to see,” said Elizabeth Brosman, senior nursing major. “I’m dying to see the Arcs and Kid Cudi this year, among other rappers and bands.”
Artists such as CHRVRCHES, Purity Ring, and The Last Shadow Puppets are set to perform in varying cities while they are in town.
“Smaller events at local venues mean its a smaller crowd and is more focused on the music rather than the whole ‘Coachella experience,’” Brosman said. “If you’re seeing one of your favorite bands, enjoying the music is what is important anyways.”
