The biggest festivals, conferences, and pop-culture events seem to be getting more popular for attendees and marketers. During a June 2014 panel on young affluent travelers hosted by Travel & Leisure, David Brown from Celebrity Cruises said it is looking to tie more trips to large international events like the World Cup. Another panelist joked he should figure out a way to sail to Austin, Texas, for South by Southwest. That famous festival (pictured) continued its growth this year, drawing more international delegates and activations from unexpected brands like Pennzoil and Cottonelle, while many Silicon Valley tech companies—formerly strong constituents—skipped it. Likewise, the Coachella Valley Music & Arts Festival continued to set gross ticket sales records, while also drawing criticism for being too commercial. And Burning Man, once known as a counterculture hippies-and-techno festival in the desert, generated press about tech moguls setting up elaborate private camps. Do these large events—like Art Basel in Miami Beach, coming in December—risk losing their intended audiences?