Every April, tens of thousands gather in California, for the Coachella Valley Music and Arts Festival, a huge two-weekend event featuring hundreds of performers. Despite its name, the festival isn't held in the city of Coachella but in nearby Indio, part of the broader Coachella Valley. Coachella has grown into one of the world's most popular and profitable festivals, selling about 250,000 tickets in 2024, with general admission now starting around $600. What began in 1999 with modest crowds and no sponsors is now a global tastemaker event with major brand partnerships and a heavy social media presence. When it debuted in early October 1999, the festival featured headliners like Beck and Rage Against the Machine, with tickets priced at $50 per day. The name ‘Coachella' was actually a typo. The town was meant to be called “Conchilla” (Spanish for "little shell") but a printing error changed it to Coachella, and the name stuck. The region later attracted both farmers, drawn by its fertile land, and Hollywood stars, lured by the sunny climate and upscale resorts. While the festival brings a major economic boost to the area, it also highlights stark economic divides. Local historian Jeff Crider points out that many residents live in poverty, even as the area hosts one of the world's most extravagant events. "Yes, the rich and famous have winter homes here. Yes, we have some of the most famous entertainment events in the world taking place here…But the majority of the people who live and work out here year-round are not rich and famous. Many, many, many of them are struggling to make it," explained Crider. Still, Coachella remains a vital part of the local economy and identity, both as a place and a phenomenon.