Stagecoach 2023: 1 Million Strong provides festivalgoers with a sober space

As I walked towards the front gates and through the RV camping area of the Stagecoach country music festival on Friday, I overheard a conversation between two men that started with, "How many shots are you on, bro?" I also saw many festivalgoers carrying beers with them, and this was all before the gates opened shortly after noon.

This isn't unusual for any music festival. But for those in recovery or seeking a sober festival experience, this is where 1 Million Strong, a music industry campaign promoting recovery from addiction, comes into play. The organization is on-site and operating a wellness tent with couches, a photo booth, a meet-up spot with others in recovery and alcohol-free cocktails such as the Strawberry Sundance or Grapefruit Fresca, available for $12.

Emilia Huneke-Bergquist, director of events and activations, said 1 Million Strong's overall initiative is to build inclusive spaces for fans, artists and management in the music world affected by addiction. The tent is open to those in recovery, choosing a sober lifestyle, not drinking during the festival or just hanging out with friends and need a space to relax for a moment.

"The only thing we ask is no one is bringing drugs and/or alcohol into this space. Whether you're sober or not doesn't matter," Huneke-Bergquist said.

During the early afternoon on Friday, the reception has been positive from festivalgoers walking by the tent.

"We've heard 'That's so cool' or 'If I had known, my friend could have come with us' and have seen supportive and encouraging comments on social media," Huneke-Bergquist said. "It's encouraging that we've found something we can replicate and hopefully continue in partnership with Goldenvoice and all kinds of other organizers who might be interested.

1 Million Strong will also appear at the New Orleans Jazz and Heritage Festival, the Cruel World and Just Like Heaven festivals in Pasadena to name a few. Huneke-Bergquist said the Bourbon and Beyond Festival in Louisville, Kentucky was the first event 1 Million Strong partnered with.

"Imagine being the sober space at Bourbon and Beyond, there's a bit of irony in that and in venues like Stagecoach and other festivals where there's definitely a party atmosphere. We're just here to make sure that no fans get left at the gate and we have a space for everyone," Huneke-Bergquist said.

During both weekends of Coachella before rapper Pusha T's sets on the Coachella Stage, a large graphic appeared on the video walls that said "Welcome to Cokechella" According to the Indio Police Department, there were 85 arrests for drug/alcohol/intoxication during Coachella. Approximately 100 festivalgoers took a trip to JFK Memorial Hospital in Indio during Weekend 1 of the festival, according to hospital staff.

Coachella tends to yield more drug-related hospital visits, while Stagecoach brings in alcohol-related ones. Will 1 Million Strong appear at Coachella too in the future? Huneke-Bergquist said "If there's an opportunity, we would love to work with them on Coachella."

Some of 1 Million Strong's public supporters are Vans Warped Tour founder Kevin Lyman, former Guns N' Roses drummer and Palm Springs resident Matt Sorum, singer-songwriter Aloe Blacc, singer-songwriter Melissa Etheridge and more.

1 Million Strong also offers an app called The Phoenix, which features discussion groups, wellness livestreams and group activities in various U.S. cities. Huneke-Bergquist said The Phoenix has a large presence in Los Angeles and would like to expand in the Coachella Valley.

"If people are excited about The Phoenix and building on the 200,000 person community, they can sign up to become a volunteer and we'll work with those folks after the festival to get them into the orientation and help them understand how they specifically can take action to help build the community in their own areas," Huneke-Bergquist said.

Desert Sun reporter Brian Blueskye covers arts and entertainment. He can be reached at brian.blueskye@desertsun.com or on Twitter at @bblueskye.

This article originally appeared on Palm Springs Desert Sun: Stagecoach 2023: 1 Million Strong provides festivalgoers with a sober space