Coachella has agreed to drop its trademark lawsuit against a nearby California business park that called itself “Coachillin,” after the group said it would “cease any and all use” of the name.
The festival’s organizers (owned by AEG and its subsidiary Goldenvoice) filed the case in October against Coachillin Business Park, a planned development site located just a few miles north of the Empire Polo Club. They claimed the project was trying to free-ride on the famous name of the nearby festival.
In settlement papers filed Friday, Coachillin agreed to drop all use of the name on the internet with 45 days, and to stop using it entirely within 90 days. That means not only the name of the overall site, but related names like a “Coachchill Inn” hotel.
Any monetary terms of the settlement were not disclosed in public filings. Neither side’s attorneys immediately returned requests for more information on the terms of the agreement.
The lawsuit was part of an aggressive recent campaign from Coachella to protect its name against would-be imitators. In 2021, the festival sued Live Nation for selling tickets to a nearby event called “Coachella Day One 22,” and last year it filed a similar trademark case against a West African company over an event called “Afrochella.” Then in February, Coachella sued the creator of “Moechella,” a Washington D.C.-based music event centered on go-go music.
On its website, Coachillin described itself as an “Industrial Cultivation & Ancillary Canna-Business Park,” a proposed 160-acre site aimed at businesses in the cannabis industry. In addition to cultivation spaces, the group said the site will also feature a hotel, an amphitheater and other amenities.
In its October lawsuit, Coachella said it had “no objection” with any of that – except for the name, which they say is commonly used on social media as slang term for spending time at the music festival.
“The public has come to associate the phrase ‘Coachillin’ to refer to the Coachella Festival and plaintiffs, not merely to refer to the Coachella Valley—and certainly not Coachillin Holdings or its Coachillin Business Park,” wrote attorneys for the festival. “Defendants must use a distinctive name that does not infringe or trade on the goodwill of plaintiffs’ reputation.”
