Bonnaroo & Outside Lands: conceptualizing experiential strategy

During my time at Superfly, I annually supported the creative and experiential activations at Bonnaroo and Outside Lands. Drawing inspiration from European mega-festivals, Bonnaroo established a template for the modern American music festival. Each year, over 75,000 attendees gather in Manchester, Tennessee, to partake in this four-day celebration of community and the arts. Bonnaroo has become renowned for its diverse musical lineup, unique programming, experiential, and commitment to fostering a shared experience that transcends traditional festival boundaries.

At Outside Lands, an immersive festival set against the picturesque backdrop of Golden Gate Park, the event was designed as a wonderland for attendees, blending musical performances with innovative technology, engaging content, and experiential wonder. Collaborating closely with brand partners, we crafted unique experiences that resonated deeply with festival-goers, emphasizing not just entertainment but also community and culture. The culinary and cocktail programs showcased local flavors and sustainable practices, while our commitment to environmental stewardship highlighted the festival's ethos, making Outside Lands a beacon for responsible celebration in the festival landscape.