Video: SXSW and Bonnaroo Founders On Making Events Transformative Experiences
Skift Take
The executives behind the success of SXSW and Bonnaroo say they're developing more varied event programming bringing together as many creative elements as possible, so brands have more opportunities to engage attendees at different levels throughout the event experience.
During the Skift Global Forum in New York City this year, I spoke with Mike Shea, executive director of the SXSW conference in Austin, and Richard Goodstone, co-founder of Superfly, which produces Bonnaroo in Tennessee.
Both events attract over 80,000 attendees each year by integrating multidisciplinary live experiences, bringing together an insane variety of consumer brands, music, art, culture, and immersive technology. Shea and Goodstone suggest that the secret to their events' success lies in the convergence
