No, you’re not seeing double: Coachella 2012 will take place April 13-15, and then again April 20-22, promoters Goldenvoice have announced. Their rationale is straightforward: tickets for Coachella 2011 sold out within a week, and “some … purchased through non legitimate sources and were inconvenienced, gouged or totally scammed.”
On the one hand, the duplication makes the festival less likely to be an “event.” Tickets for the first weekend will likely be much more sought-after than for the second weekend, which, Goldenvoice suggests, will hold no surprises. Also, many of the performers, faced with a week of downtime between Coachella shows, may choose to tour the West Coast, or even just play shows in the Los Angeles area, making their appearances at the festival less exclusive.
On the other hand, Goldenvoice can’t exactly expand Coachella Valley to accommodate more attendees, so their only other option would be to drastically raise prices for the event, thus shutting out a significant portion of the festival-going population. It’s hard not to admire their commitment to not raising ticket prices for the festival despite the massive increase in demand.
What do you think? Is this a disastrous move on Coachella’s part, or the key to the festival’s future success? Let us know in the comments!