CASE STUDY: Brooklyn Bowl/Relix at Scoot Inn (SXSW)
Challenge
Brooklyn Bowl and Relix set out to host a standout, multi-vendor live music experience a bit off SXSW’s main footprint, staging artists every 20 minutes at Scoot Inn. They needed a reliable on-site lead to coordinate with the main clients, venue, vendors, volunteer crews, multiple stage managers, and SXSW staff—while also enforcing contractual obligations. Add in Texas heat, device malfunctions, and ever-changing capacity counts, and you’ve got a recipe for chaos.
Brooklyn Bowl and Relix set out to host a standout, multi-vendor live music experience a bit off SXSW’s main footprint, staging artists every 20 minutes at Scoot Inn. They needed a reliable on-site lead to coordinate with the main clients, venue, vendors, volunteer crews, multiple stage managers, and SXSW staff—while also enforcing contractual obligations. Add in Texas heat, device malfunctions, and ever-changing capacity counts, and you’ve got a recipe for chaos.
My Role: Your On-Site Problem Solver
- Venue and Entry Management
- Managed multiple venue entry points for a complex hierarchy of client and SXSW provided credentials, queues stretching for city blocks, with large headline acts and limited capacity.
- Door policies had to be enforced with a rotating cast of inexperienced, unmonitored volunteers and faulty scanners, both of which were not withstanding the heat. With these tough conditions, volunteers and security staff required additional support and appreciation. I made decisive calls on entry at this point of failure, preventing escalating queue conflict, ensuring personnel and attendee safety and fair, uninterrupted access to the event on behalf of the client and SXSW.
- Stage Management Diplomacy
- SXSW inserted a newly minted stage manager who technically outranked the experienced local hire, causing friction and risk to Brooklyn Bowl/Relix’s relationship with SXSW. Any unresolved conflict could jeopardize future collaborations between the parties, so I quietly orchestrated a resolution between the stakeholders to restore the client’s SM authority and re-home the green-er SM to a venue better suited as a learning environment.
- Maintained constant communication loops so that everyone—venue, brand, SXSW—stayed on the same page about schedule shifts and performance logistics.
- Real-Time Capacity Control & Communication
- Monitored venue in/out counts minute by minute, activating extra line management teams when needed.
- Sent timely updates to the brand’s social media channels and SXSW’s app, ensuring attendees knew if the venue was at capacity or open for more guests. Nobody wants to hoof it across town to find a two hour wait. And no client wants a half-empty venue.
- Parking & Access Solutions
- Negotiated with a nearby lot owner who had historically said “no” to event parking, turning a key pain point that neither venue staff nor SXSW staffers prior could execute, into a win.
- Surprised artists with a hassle-free parking experience rather than having to lug gear and park across town—plus homemade tamales from the neighbor, capturing an authentic Austin vibe.
Results: A Flawless Run from Start to Finish
- Continuous Show Flow
Despite a performer turnover every 20 minutes, the event stayed on schedule. No major downtime, no missed sets.
- Positive Brand & Venue Relations
The client avoided any fallout from the stage manager conflict. They remained in good standing with SXSW and even requested my return the following year.
- Happier Volunteers & Guests
Clear badge policies and strategic door monitoring reduced confusion, letting guests enjoy the music instead of waiting in endless lines.
- Authentic Austin Experience
By converting an off-limits lot into dedicated artist parking on the spot (with bonus tamales), the event added a personal, local touch that artists and attendees still talk about.
Why This Matters for Your SXSW Activation
- Reduced Risk & Stress
Complex credentials, heated volunteers, and clashing management styles can derail an event. My approach ensures you maintain control and keep everyone aligned on the ultimate goal.
- On-Brand Experiences
Keeping attendees happy, artists well-catered, and partners in sync translates directly to positive buzz and future collaboration opportunities.
- Real-Time Adaptability
SXSW can change in a flash—capacity rules, queue lengths, even staff assignments. I step in to make swift, practical decisions so you don’t lose valuable moments.
- Lasting Relationships
When you build trust at every level—from local venues to official SXSW channels—you gain allies who’ll support your brand well beyond a single festival.
The SX Experience, Past and Present
Ready to Make Your SXSW Activation Seamless?
Let’s Talk:
Amelia Warren, Thrills Experiences | awarren.sw@gmail.com
Amelia Warren, Thrills Experiences | awarren.sw@gmail.com
I’ll handle the unexpected curveballs, so you can focus on delivering a show that guests remember for all the right reasons. Whether you need day-of troubleshooting, volunteer management, or an entire production strategy, I’m here to help you shine at SXSW—and beyond.