Brand is everything at the Stagecoach Country Music Festival’s “Yellowstone” tent.
A big yellow Y stands in front of the tent. It’s the mark of the Dutton Ranch at the center of the western drama franchise created by Taylor Sheridan.
Inside the crimson-lined tent, the attraction drawing long lines is a small booth that’s giving away straw cowboy hats for free with festivalgoers’ initials branded into them.
Halle Dyer heats a branding iron to burn a “Yellowstone” fans initials into a straw cowboy at the Stagecoach Country Music Festival in Indio, Saturday, April 26, 2025. (Photo by Fielding Buck, The Press-Enterprise/SCNG)People wait in line for an hour or more to get into the booth, where staff heat branding irons and burn the letters into the back of the straw hats.
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The hats are supplied by Los Angeles Cowgirl, a company that specializes in hand-designed rhinestone hats. Heather Kelly is the chief executive officer and designer.
“Collaborating with them is such a huge deal,” she said in her own booth on the other side of the festival grounds in Indio. “Me and my parents watch that show and like every single thing at Paramount.”
“Yellowstone” first had a presence at Stagecoach in 2023, creating a sensation. This year’s tent focuses on the spinoff “1923” but also has a big display for “The Road,” Sheridan’s upcoming CBS series.
Kelly brought 950 hats to give away, about 300 a day from 1-5 p.m.
She brought 800 of her own creations for Los Angeles Cowgirl. This is her first year as a Stagecoach vendor.
Heather Kelly shows off her Los Angeles Cowgirl booth at the Stagecoach Country Music Festival in Indio, Saturday, April 26, 2025. (Photo by Fielding Buck, The Press-Enterprise/SCNG)Kelly’s creations have a lot more bling than the hats in the Yellowstone activation.
“I started Los Angeles Cowgirl a little over three years ago,” she said. “I’m a professional dancer, and I made my first hat just for a dance video. My friend wanted it for her bachelorette party in Nashville and I gifted it to her. People went crazy and my friends convinced me to start selling it. I put it on Etsy and in a month I got 50 orders. I just decided to go for it.”
Kelly does small orders and tries to only do a few pieces of each of the select styles.
“I love it so much, just being able to build a brand with everyhing I want, just glitzy, girly glam.”
She said her staff are professional dancers as well and can be hired for line dancing and events.
“We all grew up on rhinestones,” she added.
Information: losangelescowgirl.com
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