Following a standout debut during Festival Weekend 1, CÎROC Ultra-Premium Vodka returned to the desert for a strategic stand-alone activation during Festival Weekend 2, leaning into an often-overlooked moment to engage the industry powering the cultural conversation. Set on a private estate in Indio, CÎROC Athletic Club was reimagined as a daytime destination from 9 am-4 pm, providing a seamless “jumping off point” for guests heading into the festival. The experience centered around a custom-built padel court, developed in partnership with Padel Up, where guests moved between open play, casual matches, and spectating moments throughout the day.

The adjacent lounge anchored the experience, offering a relaxed, design-forward setting to unwind and reconnect. Signature CÎROC cocktails remained central, complemented by curated hospitality moments that encouraged guests to settle in before transitioning into the evening’s programming. New for Weekend 2, the brand introduced a “Zero Dollar Store,” stocked with complimentary essentials including snacks, electrolytes, and festival-ready sundries, alongside an expanded Pro Shop featuring limited-edition CÎROC Athletic Club merchandise. Wellness also played a key role, with recovery-focused offerings integrated throughout the footprint, allowing guests to recharge both physically and socially. The overall environment reflected CÎROC’s “Leisure Well” philosophy, where leisure is approached with intention, balancing energy, recovery, and connection. Building on the momentum of Weekend 1, CÎROC Athletic Club Weekend 2 further established the platform as a flexible, culturally attuned ecosystem that can adapt to different audiences while consistently delivering on its core ethos.