Serena Flowers

Background

About Serena Flowers

The first time I went to Coachella, I was miserable. Lost my friends within five minutes. Broke my sandal. Freezing in a yellow tank top when the desert wind kicked in. Ended up hiding between cars, convinced I couldn't be the only girl having a miserable time. That disaster stuck with me—and sparked an idea. → What if festivals actually prepared people for what they were walking into? I didn't wait around. Starting with only three products. I built what became a 20+ year festival empire. Today I run THE GENERAL STORES at some of the world's most iconic festivals—Coachella, Stagecoach, When We Were Young and hundreds more—serving millions of attendees who need everything from tents to tampons. Here's the problem: Your attendees are one broken flip-flop away from a terrible festival experience. They show up unprepared, get overwhelmed by the elements, and blame YOU when they can't find basics like sunscreen or band-aids. These aren't spoiled kids—they're people who grew up indoors, glued to phones, with no idea how brutal outdoor festivals can be. When reality hits, they panic. And when they panic, your reviews take a hit. That's where I come in. For 20+ years, I've been the "festival mama bear" who catches people at their breaking point and gets them back to having fun. I've seen every type of emergency and built systems that work. My approach is different because: → I've been that desperate festival-goer → I understand every genre's specific needs (reggae fans want candy, 80’s crowds prefer black, and older crowds demand shade.) → I train my teams to answer directions and everything attendees need to navigate the festival. → I innovate constantly (first general stores, first camping stores, first ice delivery service, now Festi Kits) What I provide: → General stores custom-built for your crowd, location, and weather → Festi Kits shipped directly to fans—or picked up on-site → Teams trained to treat every interaction like they're saving someone's weekend Who I work with: → Festival producers managing 10K to 100K+ attendees → Production teams tired of angry social media posts about "unprepared festivals" → Anyone who wants attendees talking about the music, not missing amenities The result? Attendees skip away to the next stage instead of leaving early. Your reviews improve. Your repeat attendance grows. And I get to be the glue that holds the experience together. Ready to turn your festival stress into festival success? Let's discuss how General Stores and Festi Kits can transform your attendee experience! 🫶