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SXSW and Bonnaroo and the Data Behind Big Events

Sarah Enelow

Photo Credit: Rich Goodstone, co-founder of Superfly (center), and Mike Shea, Chief Logistics Officer & Partner of SXSW (R), at Skift Global Forum in New York, Sept. 28, 2016.  Skift

Skift Take

Events with cult followings like SXSW and Bonnaroo may seem magical, but they're built on data.

SXSW and Bonnaroo are among the largest events in the U.S., each drawing around 80,000–90,000 attendees and enjoying a devoted, cult-like following. But this has not occurred by chance; it’s based on data and using that valuable information to continually up the ante on personalization, as panelists discussed at Skift Global Forum in New York City. Superfly, which developed Bonnaroo, was established by Rich Goodstone with three of his closest friends, based on experiences they personally wanted to hav

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