Like many conferences, South by Southwest’s Interactive Festival surveys attendees about their experience at the Austin, Texas–based gathering, which is focused on emerging media, wireless applications, video games, digital projects, and startups. It’s what director Hugh Forrest does with those responses that’s unique: He requires each of his staffers to read 100 pieces of feedback and respond to the worst 10. And he does the same.
“We feel like we’re pretty smart, but we are even smarter when we can incorporate these ideas from the community. The more decisions we can make based on data taken from our audience, the smarter we can be in our decisions,” Forrest says. He believes the growth of social media has instilled an expectation of transparency in attendees. “That’s generally a good thing. Community management can pay high dividends in terms of growing your event or your business. But it’s not an easy thing to do and not a quick thing to do.”
Forrest, 50, has been with SXSW since it began in 1989 as a music event. As the festival has grew in scope, Forrest adopted the idea of “tapering” in the days leading up to the gathering. “I’ve seen where staff would work harder and harder, working 20 hours the day before the event begins,” Forrest says. “My sense is there is certainly a heck of a lot of work that needs to be done, but what’s even more important is being energetic at the event. We’ve tried to preach this concept where people are beginning to get more and more rest before the event, so we can have energy to make the experience as positive and beneficial and inspiring as possible.”
