Mountain Valley Spring Water was the official water partner of the annual Eat Drink Vegan festival on June 22ndon the Brookside Golf Course at The Rose Bowl in Pasadena, CA. This was our 2nd consecutive sponsorship of what has become known as the “Vegan Coachella.”
Originally called the Vegan Beer and Food Festival, EDV had humble beginnings as a small event in the parking lot of The Roxy Theater on LA’s famed Sunset Strip. Nic Adler, a vegan and owner of The Roxy, envisioned a vegan beer festival where plant-based drinkers could enjoy a day of celebration that was worry-free of animal product. The event caught fire and quickly outgrew the confines of the theater’s parking lot. Now in its 10thand final year, the festival draws 10,000 people and features a highly curated food and restaurant experience, vegan beverages and a plant based marketplace showcasing everything from clothing and candles to packaged goods and skincare.
In an effort to “Go big” for the last Eat Drink Vegan festival, the event producers partnered with Outstanding in the Field, a touring farm to table culinary concept, or as they like to say, “A traveling celebration of people, place and the origins of good food.” Mountain Valley was the featured water at a pre EDV dinner held June 2nd at Wattles Farm in Hollywood. 120 guests toured the Farm, then dined al fresco on a multi course vegan meal curated by a guest chef and prepared in an outdoor kitchen. If you want to know more about serving premium Mountain Valley Spring Water in your restaurant click here.
For the main event at The Rose Bowl, the Mountain Valley team set up shop in an expansive tent on the golf course adjacent to one of the main corridors of restaurant pop-ups. A 12’ grass photo wall creatively adorned with rows of Mountain Valley’s iconic green bottles, each containing a white orchid, was seen by all and beckoned festival goers to come visit. A steady stream of guests stopped in for a hydration break on the hot, sunny summer afternoon. After enjoying complimentary Spring, Sparkling and Flavored waters, many stayed to enter Mountain Valley’s hourly prize drawings which included free home delivery, a Schwinn mountain bike and custom t shirts. In addition to the main tent, Mountain Valley was served in the VIP lounge and at the mornings 5K race and yoga sessions. Later in the day, brand ambassadors set off on foot, handing out water to festival goers waiting on long lines to sample some of LA’s most popular vegan fare.
Partnering with EDV also facilitated Mountain Valley’s support of artisan chefs who espouse the value of natural, fresh ingredients. Top Chef finalist and LA restaurant personality Marcel Vigneron, an avowed fan of the brand, featured Mountain Valley in his cooking demo on the event’s Culinary Stage. Marcel put on one of the afternoon’s most spirited and thoroughly entertaining presentations while preparing his favorite vegan ice cream.
It was a beautiful afternoon and evening at The Rose Bowl. Being able to share the Mountain Valley story with so many interesting and like-minded people was truly special. If you were at Eat Drink Vegan and have photos or videos, please feel free to share them with us on Facebook, Twitter, or Instagram, and follow us to see what we’re up to next.