Katrina Barber

Behind the Scenes: Putting together Austin City Limits

October 6, 2017

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Marketing ACL Fest

Due to the scale of Austin City Limits the festival is organized by hundreds of people

Due to the scale of Austin City Limits the festival is organized by hundreds of people

Charles Reagan Hackleman

Charles Reagan Hackleman

Due to the scale of Austin City Limits the festival is organized by hundreds of people

For the first two weekends of October, Zilker Park will welcome close to half a million music lovers attending the annual Austin City Limits Festival, featuring more than 140 artists.

With such a large influx of people, an event like this must be coordinated precisely down to the second.

ACL Festival is produced by Austin-based C3 Presents, an event management company founded in 2007. Besides the ACL fest, it also promotes and produces events all over the country, including Lollapalooza in Chicago.

Leal highlights some extensive work done by ACL’s marketing department to prepare for the festival.

“At the end of each festival, we send around a fan feedback survey to festival-goers to get their feedback on their experience. This feedback serves as a starting point for planning changes or improvements for next year’s festival,” Leal said.

Leal and her colleagues then start brainstorming ways to attract people from all over the country. The team’s focus when executing advertisements begin and end with their audience, she said. Often times, this is where she faces an obstacle. “ACL Fest brings music fans from all over the country to Austin, so it can be challenging to find ways to market to fans in other cities who might not be as familiar with the festival,” Leal said.

In the end, the satisfaction of happy guests is what makes Leal feel accomplished. “Our goal is to get people excited about the ACL Fest experience, and ultimately want to join us at the festival,” Leal said.

ACL begins its first weekend Friday, Oct. 6. The park opens at 11 a.m. for the festival everyday and headliners begin performing at 8 p.m.

Essential ACL Fest Info

The ACL Festival website has full listings of all of the acts playing over the two weekend event.

Weekend 1 Schedule

Weekend 2 Schedule

Late Night Shows at other venues

General Festival Information

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ACL Fest Map

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