wejetset - magazine - ACE HOTEL X LEVI'S EVENT PALM SPRINGS

ACE HOTEL X LEVI'S EVENT PALM SPRINGS

Our favorite hoteliers know how to throw a party. Last weekend, Ace Hotel & Swim Club celebrated their arrival in Palm Springs with Desert Gold, a slamming music event. Drawing together an eclectic group of musicians, locals and hotel guests, Ace created a nice atmosphere for taking in the tunes.

About the event from Ace: Alex Calderwood, owner of the The Ace Hotel & Swim Club partnered with Sheri Timmons of the Levi’s® brand for this momentous event. ‘Collaboration is a core value of the Ace brand; Ace and the Levi’s® brand have a lot in common with each other, as well as the music fans. Both brands share the same values of music and creativity,’ says Calderwood. The synergy of this complimentary spirit inspired this new marketing relationship. Levi’s® invented the blue jean, and the Ace is reinventing the hospitality industry. Click Read More for additional information and photos.

photos by Justin Kent

Attending the Levi’s® Suite, dubbed “The Levi’s® 501® suite,” notable guests included The Kills, Alexander Skarsgaard, Ariel Pink, members of Beirut, Peaches Geldof, and many more. Guests were treated to a preview of the newest washes of Levi’s® classic jeans such as the 501® jean, the straight- leg 514®, the super skinny 510®, as well as haircuts from Rudy’s Barbershop. POM Wonderful and Coor’s provided the refreshments while Ray-Ban supplied sunglasses to shield the blaze of the desert sun.

The afternoon featured performances by Northwest artists such as The Cave Singers, Justin Power, and Y La Bamba, joined by The Thriftstore Allstars, Gram Rabbit, and Electric Western, a local band from Joshua Tree. Calderwood explains, “We wanted to bring in bands from Joshua Tree to share the stage with bands from Seattle and Portland. The Ace brand originated in the Northwest and has now come to the desert, and there are many connections between these two regions.” At night, the We Make it Good Crew, consisting of Jason Bentley (KCRW), Royal Rumble (No Culture), Aaron Castle (A Club Called Rhonda/PDA), and Victor Rodriguez (Shits and Giggles/PDA) played beats to an energetic crowd who hung out poolside. Matador Records also sponsored a listening party for the new Sonic Youth album, The Eternal.

A last-minute surprise appearance by Holly Miranda late Friday night was a highlight of the weekend. Miranda, the up-and-coming singer songwriter, gave an impromptu acoustic performance outside her room at 3 a.m. for the night-owl partiers. “Everyone who participated had a great time and is looking forward to a repeat success next year. Each year we want to build the cooperation a little more.”