This research is titled "Customer Relations Strategy in Building Loyalty of Indonesian Kustom Custom Festival (KUSTOMFEST) 'No Boundaries' 2017". This research aims to describe and analyze the process of determining and implementing customer relation strategy at Indonesian Kustom Kulture Festival (KUSTOMFEST) event "No Boundaries" 2017. In addition, this study also describes the efforts of CV. Retro Classic Cycle as the organizer in building the loyalty of the participants through customer relation activities. The method applied in this study is a qualitative descriptive with data collection technique in the form of in-depth interviews and document studies. Customer relations strategy in building the loyalty of the participants is implemented through the improvement of service quality in which the activity is the effort to maximize customer information and also complaint handling, digital greeting card, supporting partner's activity, KUSTOMFEST For Takjil is a strategy applied to strengthen the relationship with the participants. In addition to managing (maintaining) relations with participants, CV. Retro Classic Cycle also implements Customer Relationship Management (CRM) in the form of service automation by utilizing the two most familiar online media to the target participants, i.e. Twitter and Instagram. In the Kustom Kulture event, Reward System is implemented through the Awarding for Partner strategy, given to participants and dedicated partners