Coachella is attracting private jets big league in 2017, according to a report by website Quartz. It reports XOJET flights are up 40% to three desert area airports, and XOJET was not alone.

JetSuite is offering flights from its new off-shoot JetSuiteX between Burbank Bob Hope Airport and Jacqueline Cochran Regional Airport in Thermal. Meanwhile, JetSmarter is offering non-members flights starting at $599.

Quartz noted the music and art festival has become a marketing activation mecca. American Express has its Amex Platinum House while Marriott is pitching luxury tents.