So about this time of year, Section 101 CEO Liz Leahy and her partners in the Quantum Collective think, “One more month before we start digging in for the next Southwest Invasion.” If you’re not familiar, the Southwest Invasion is three days in March of free music on the Whole Foods Austin rooftop. While the all ages event is free to the public, there is a great fundraising initiative to benefit Whole Foods’ Whole Planet Foundation. Before the Quantum folks dive head first in 2018, let’s revisit how cool 2017 was:
1) The Southwest Invasion specialized in “brand activation” by working to drive people who attended the event to try new things. SWI has an engaged and interested audience that come to the Whole Foods market over the three day period to listen to music, but they also sample, demo and act when they are presented with cool products. All of the brands that participated benefitted from these committed concertgoers.
2) The Southwest Invasion has amazing sponsors: Want to try a delicious new Clif Bar while getting a record album from their music lab? How about an IPA made specifically for the event from Hops & Grain? If you were there, you know that Califa Farms debuted a new cold brew coffee, OCHA organic chocolate gave out candy, ZICO passed out coconut water when they weren’t hosting morning yoga and truRoots served a quinoa salad people were going nuts for. Of course you also noticed that Health-Ade Kombucha were giving out samples, Wells Fargo had a booth where people could pose with instruments to become a ‘faux’ band and there were Schwinn bicycles for people to ride. Every single sponsor was involved and ready to mingle!
3) The music! Wow, three days of free music to listen to – and TWO STAGES. On the Homegrown stage, the Southwest Invasion featured the incredible Jamie Kent, brother/sister duo Lawrence, and a must-see performance from Katie Garibaldi. The main stage featured terrific performances as well, including Younger, Colony House, Angela McCluskey, Kate Nash, and the fantastic headliners, Night Beats (Friday) Modern English (Saturday) and Hanson (Sunday).
Make sure you stay tuned to the Southwest Invasion website (https://southwestinvasion.com) for some 2018 announcements…happening as soon as we have them!