Coffee N° 5 with Lara Schmoisman
Inside SXSW: 35 Years of Community, Creativity, and Constant Reinvention with Hugh Forrest
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Hugh Forrest, transformative leader of SXSW and founder of Gather and Grow, joins Lara Schmoisman on Coffee Nº5 to share how a local music festival became a global hub for technology, culture, and creativity. From building community to reinventing live experiences, Hugh reveals what it takes to lead in the event industry—and what’s next for 2025 and beyond.
We'll talk about:
How Hugh Forrest grew SXSW from a local music event into a global cultural powerhouse
Lessons from 35 years of building one of the world’s most influential conferences and festivals
Why scale can challenge community—and how SXSW kept connection at the center
The evolution of events into experiences, and what today’s audiences really want
How the “panel picker” gave SXSW its edge in fresh talent and diverse voices
Hugh’s leadership philosophy: listening to community feedback, embracing pivots, and learning from failures
Hugh’s new chapter with Gather and Grow—consulting for global organizations and teaching community-focused event strategy
For more information, visit Hugh Forrest's LinkedIn.
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