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Stagecoach 2023: Ready to party, yet stay sober? There’s a tent for that

April 30, 2023

There’s a new lounge at the Stagecoach Country Music Festival right next to an ID-check booth. But unlike most of the other bars at the Indio event, there’s no need to get a wristband before you check it out.

It’s called the 1 Million Strong wellness tent, and it arises out of an initiative with the same name to provide an alcohol-free environment where people can meet up and enjoy music together.

“The idea behind 1 Million Strong is that we can create a better experience, a more inclusive, empowering experience for folks who choose a sober lifestyle and people who are in recovery within the music industry,” said Emilia Huneke-Bergquist, director of events and activations for Stand Together Music, one of the partners behind the initiative. Another is The Phoenix, a nationwide community for people in recovery and their supporters.

“It’s not something that starts with festivals. We want to work with venues, we want to work with industry leaders and artists and songwriters,” she added. “We just want to help build a bigger tent for anyone who’s interested.”

Allaan Sword, left, and Julie Swan, both of San Francisco, hang out at the 1 Million Strong Wellness Retreat at the Stagecoach Country Music Festival at the Empire Polo Club in Indio on Saturday, April 29, 2023. (Photo by Jennifer Cappuccio Maher, Contributing Photographer)

Mocktails Strawberry Sundance, left, and Grapefruit Fresca are available at the 1 Million Strong Wellness Retreat at the Stagecoach Country Music Festival at the Empire Polo Club in Indio on Saturday, April 29, 2023. (Photo by Jennifer Cappuccio Maher, Contributing Photographer)

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The tent at Stagecoach includes a bar serving two mocktails for $12, Strawberry Sundance and Grapefruit Fresca; couches, poufs and coffee tables on cowhide-patterned carpet; and a 360 photo booth with country music props for fans to pose with.

“Typically if you are in recovery and you go to a festival and say, hey, I need a space, they’re going to consider that an emergency,” she said. “They’re going to take you outside the event. They’re going to take you to an isolated place that maybe has a folding table and some chairs. It’s away from the music. It’s away from the people. What we’re trying to do is say, if you need a space like that, we’re not going to send you away. We’re not going to put you all alone. We’re going to put you in a tent that’s comfy and cozy and full of people, and full of life.”

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Huneke-Bergquist said festival promoter Goldenvoice reached out to 1 Million Strong to be at Stagecoach and other festivals, including Just Like Heaven on May 13 and Cruel World on May 20 at Brookside at the Rose Bowl in Pasadena.

Huneke-Berguist said there’s a large number of people either in recovery or people know someone who is, so there is room for a space like 1 Million Strong, even in the sex, drugs and rock ‘n’ roll culture of the music industry. She also pointed to the popularity of mocktails in the culture at large.

“In music festivals generally, it’s a party vibe. It’s party city. That’s why you come,” she said. “It’s surprising to find a sober space in a venue like that. But the feedback we’ve gotten from fans tells us, tells organizers, that this is the right decision. There is a demographic out there that is really eager for spaces like this.”

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