After joining BBC in 1999, Niels opened and established the Coachella Valley branch of BBC. After setting up the sales and operations in the desert, Niels shifted focus to our large public events, stemming from our involvement in the Coachella Valley Music Festival & Arts Festival & Stagecoach Country Music Festival. Currently, he operates programs throughout the U.S., including the NFL Tailgate, Electric Zoo Festival in New York City, and Outside Lands Music Festival.