"It doesn’t necessarily bring in new customers. It’s the chatter — it looks cool from a brand standpoint. You’re involved, you’re in the soup — you’re in it. It’s such an affordable way to market."

-Sheena Parks, creative director for Matisse footwear, talking about the opportunities presented to marketers at the recent Coachella Valley Music and Arts Festival, where Matisse hosted a poolside pop-up shop and “gifted influencers during the festival,” as reported by Footwear News in its story, “Why Coachella Continues to Be a Huge Marketing Focus for Brands.”