Coachella to Gamify the Festival Experience and Distribute New Rewards Using Avalanche

The Coachella Valley Music and Arts Festival launched today Coachella Quests, a new Avalanche-powered loyalty game that will reward festival-goers for participating in virtual and physical Coachella experiences. Coachella Quests harnesses Web3 to broaden the festival experience, blending IRL and digital, and increase fan engagement while driving long-term loyalty.

The journey begins with the Coachella Canvas, a new dimension of Coachella creativity that allows fans to engage with the festival through innovative art, games, and immersive experiences made possible through creative technology. Starting today (April 3), fans can discover the Canvas Explorer Guide and create a Canvas Card, which serves as their unique passport and chronicle of experiences across the Coachella Canvas.

As fans complete Quests, from engaging with the festival’s Discord to completing on-site scavenger hunts, they will earn digital Stamps (NFTs) and associated Points (XP) that can unlock access to exclusive prizes and festival experiences, such as a mystery merch box, access to VIP lounges, unreleased music, and much more. Integration with the OpenSea Wallet provides users easy access to collect their rewards inside Canvas Quests. One fan who completes all Quests and earns enough XP to advance to the highest level will be randomly selected to win the grand prize: access to the Coachella Key, a rare NFT that comes with two free 2025 festival Guest passes.

“Tokens are a unique way to gain consumer insights,” said Sam Schoonover, Innovation Lead for Coachella. “As fans engage with Coachella by completing Quests, they earn and own tokens that can tell the festival more about their interests and activities while protecting their identity. Our partnership with Avalanche accelerates our goal of experimenting with new loyalty use cases by allowing us to build this program on a high throughput and cost effective blockchain.”
"The promise of using tokens to enhance live events and usher in a new era of fan engagement by blending the physical and the digital is very exciting, and there couldn't be a better use case than Coachella," said Paul Chodirker, Director of Enterprise Business Development for Ava Labs. "We're eager to witness how on-chain assets providing real utility could create new, sustainable relationships between music fans, festivals, and artists in the future."

In addition to Main Quests, players can play Side Quests – which feature content and experiences from partners, artists, and Coachella community programs – to earn additional rewards. Fans can even grow their Stamp collection over the years, cataloging memories from their Coachella experiences, while managing their interactions and assets on Avalanche.

In tandem with the online game, Coachella will host an on-site Avalanche activation, bridging Coachella's Web3 offerings with the physical world. Attendees can redeem Stamps, explore art installations, learn about the game, and link up with fellow players. 

Discover the Coachella Canvas and create your Canvas Card to start playing Coachella Quests today.

About Goldenvoice 

Goldenvoice, creators of Coachella Valley Music & Arts Festival and Stagecoach: California’s Country Music Festival, operates successful Los Angeles and Bay Area music venues including the Fonda Theatre, The Roxy Theatre, El Rey Theatre, The Novo, Shrine Auditorium & Expo Hall, The Regency Ballroom and The Warfield. Goldenvoice holds exclusive booking deals at Brookside at The Rose Bowl, Santa Barbara Bowl, Mountain Winery, Great American Music Hall and Frost Amphitheatre. They also have produced events such as Desert Trip, Camp Flog Gnaw Carnival, Day N Vegas, Porter Robinson’s Second Sky Festival, Just Like Heaven and many more. Beginning as an independent punk rock promoter in the early 1980s, Goldenvoice grew to be the preeminent alternative promoter in Southern California by forging strong relationships with both bands and music fans. Currently, Goldenvoice promotes over 1,600 concerts a year in California, Arizona, Nevada, Hawaii, Alaska and Canada plus recently adding North American tours to their growing list of accomplishments.

About Avalanche 

Avalanche is a smart contracts platform that scales infinitely and regularly finalizes transactions in less than one second. Its novel consensus protocol, Subnet infrastructure, and HyperSDK toolkit enable Web3 developers to easily launch powerful, custom blockchain solutions. Build anything you want, any way you want, on the eco-friendly blockchain designed for Web3 devs.

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