Market: Coachella Valley, California · April 2022 & April 2023

Role: Head of Membership, Communications & Events - West Coast, Soho House

A multi-day cultural pop-up produced annually during Coachella weekend, 2022 and 2023, designed to bring Soho House's global membership and creative community together in the California desert.

Soho Desert House was a programming experience that ran parallel to the festival, situated less than 10 minutes from the festival grounds, and drew the culture's most recognizable names. As Regional Head of Events for the West Coast, I led programming for both the 2022 and 2023 editions: concept development, talent booking, creative direction, on-site execution, and the coordination of stage and guest list logistics across a multi-day, high-profile format, at scale.

The 2022 edition featured performances and appearances by Diplo, Erykah Badu, and Anderson .Paak — who debuted his first-ever DJ set at the event. The 2023 edition returned with a more intimate programming direction, featuring a primarily DJ-forward lineup intentionally programmed to complement, rather than compete with, the festival.

Across both editions, the work required precise coordination of talent booking and programming, hospitality partners, member communications, guest list requests, and on-site management — all while maintaining the atmosphere of ease and creative intimacy that defines Soho House at its best.

The result, across two consecutive years, was a flagship experiential moment for the brand: one that reinforced Soho House's position at the center of global culture while delivering a genuinely immersive experience for the community it was built for.