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Robert Earl

How Stagecoach went from fliers in feed stores to one of the world's biggest country music festivals

How Stagecoach went from fliers in feed stores to one of the world's biggest country music festivals

With a handful of increasingly successful mega-events under their belts, the organizers of the Coachella Valley Music and Arts Festival in Indio got the idea to spin off a country counterpart, the gathering that became the Stagecoach Country Music Festival.

The challenge, however, was that music was largely outside the wheelhouse of the folks at Goldenvoice, the promoter behind the rock, pop and dance music-leaning Coachella.

"We had no idea who the audience would be, or how to sell it," said Goldenvoice chief Paul Tollett, seated outside the trailer that acted as his base of operations during

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