1. Check List: Is a First-Year Festival Right for Your Brand?

    Check List: Is a First-Year Festival Right for Your Brand?

    There were no brands attached to the ill-fated Fyre Festival, the “luxury” millennial music experience that abruptly aborted its mission in the Bahamas in April due to lack of infrastructure and funds, among many other issues. (Phew.) Nonetheless, the viral story surrounding the event shined a spotlight on the rapid growth of the festival space, its influence and how marketers should approach a festival partnership, especially a first-time one.

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    1. For our events, we try to communicate a look and feel, bring to life a story we're trying to tell and a theme of why this exists, why we're doing it, and present a vibe and a code of ethics that comes through to attendees.
    2. For us, a similar level of research goes into the market as it does the venue, and one of the reasons we chose to produce Lost Lake in Phoenix is that we found it to be a fascinating city that was lacking in meaningful cultural moments.
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