Serena Flowers joins us to share the story behind the festival General Store you’ve probably relied on at Coachella, Stagecoach, and dozens of other major events. What started with a not-so-glamorous festival moment, getting lost without service and breaking a shoe, turned into the idea that launched her entire business. Over the past 20+ years, Serena’s General Store has served more than 80 music festivals across the country and over a million fans.

We talk about how the General Store grew from that initial spark into a fast-paced festival operation with multiple on-site locations. Serena also shares her newest project, Festi Essentials, a “general store in a box” designed to help festival-goers stay prepared as music festivals continue to expand across the U.S.

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