Hugh Forrest: Growing Experiences

Former SXSW co-president and chief programming officer Hugh Forrest joins Plutopia to reflect on nearly four decades helping shape South by Southwest, its growth alongside Austin, and the challenges of scaling creative communities without losing authenticity. Forrest discusses how SXSW succeeded by bringing diverse creative people together, but also how rapid growth created problems of cost, accessibility, logistics, and community displacement. Now leading Gather and Grow Experiences, he advises organizations to build meaningful, locally grounded, face-to-face experiences that prioritize quality over quantity, reflect their host communities, and foster human connection in an increasingly digital, automated, and politically fragmented world.

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Hugh Forrest:

The most successful events and experiences — again, I like the word experiences more than events, as much as I use the word events — are very much a reflection of the local community that they’re in. And certainly, I think what we found with South by Southwest when we tried to do these events in other markets, was that you couldn’t treat this as a franchisable cookie cutter approach if it was going to be successful. If we’re going to do an event in Blank-blank city that’s going to be successful, it really has to reflect the the values, the the strengths, the interests of that particular city. So I don’t know that there’s a playbook on that. If anything, the playbook is reflect where you are.

Off-season, non-SXSW Austin is its own sort of weird

AUSTIN, Tex.

It feels like I barely visited my favorite part of Texas, and that’s not just because my trip here for the Connectivity Standards Alliance’s Unify conference only spanned three days. This visit has also reminded me that SXSW, my usual experience of Austin aside from one trip here in September of 2018 for the Online News Association’s conference, is not a reliable reflection of the city.

The sidewalks this week aren’t crowded with hipsters and would-be hipsters (i.e., me) wearing the same conference badge, in the process making the number of unhoused people here a little more obvious. Bars and restaurants downtown go by their normal names instead of being rebranded as “activations” for one #brand or another. And instead of delightful spring weather, it’s ghastly hot out–not Vegas-in-August scorching, but also much more humid.

Avoiding that heat by spending so much of my time in Unify’s air-conditioned confines at the Hilton Downtown made this even more of a fake visit for me. I did at least think to stop by a dive bar off Red River Street Wednesday night to get in some local color and put some money into the non-hotel economy.

One other change I noticed compared to March: Austin’s streets seem to have picked up a lot more robotic occupants. Waymos are as ubiquitous as ever, but I also spotted several of Austin-based Avride’s refitted Hyundai Ioniq 5s, at least two Zoox toasters on wheels and one of Tesla’s two-seat, gold-colored Cybercabs–plus delivery robots rolling up and down sidewalks.

(I didn’t get a good enough look at most of the non-Waymo vehicles to see if they had humans at the controls or otherwise overseeing them. Nor did I get rides on any of them, since it was such a short walk from my hotel to the conference venue.)

But one part of Austin did take me right back to my usual marketing-spring-break nonsense: being greeted outside by the airport by the squawk of grackles.

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