Superfly (company)

Superfly
Industry Entertainment
Marketing
Founded 1996 in New Orleans
Founders Kerry Black
Rick Farman
Richard Goodstone
Jonathan Mayers
Headquarters New York
Brands Bonnaroo Music and Arts Festival
Outside Lands Music and Arts Festival
Cocktail Magic
Divisions Superfly Presents
Superfly Marketing Group
Website www.super.fly

Superfly is a New York-based entertainment and marketing company. They are the co-founders of Bonnaroo Music & Arts Festival and the Outside Lands Music and Arts Festival, and the creators of Cocktail Magic, a curated cocktail craft tour scheduled to launch in March 2016.[1][2]

History

The company was founded in 1996 by Jonathan Mayers, Rick Farman, Richard Goodstone and Kerry Black.[3]

After gaining notoriety as hosts of after-hours events during the New Orleans Jazz Fest and Mardi Gras, Superfly's owners realized they had hit a plateau, unable to compete with venues which could profit from alcohol and other sales in addition to ticket fees. They wanted to put on bigger events and came up with the idea of Bonnaroo.[4]

Events

Bonnaroo

Superfly partnered with promoter Ashley Capps of AC Entertainment and The Dave Matthews Band's manager, Coran Capshaw, to produce the first Bonnaroo. It was held during the summer of 2002 at a remote venue in Manchester, Tennessee. The promotion for the festival was almost exlusively online, and tickets were available only through the Bonnaroo website. Word of mouth drove 10,000 ticket sales in the first day of availability, and 70,000 total in 11 days.[4]

Bonnaroo has sold out almost every year since it was founded. In 2007 Rolling Stone wrote that the festival was one of "50 moments that changed the history of rock."[5][6][7]

Outside Lands

Superfly co-created the San Francisco-based Outside Lands Music & Arts Festival. Launched in 2008, it was the first major ticketed event in San Francisco’s Golden Gate Park. Local and regional restaurants, wineries, tech companies and non-profit groups have a significant presence.[8]

Cocktail Magic

In February 2016 Superfly announced Cocktail Magic, a "celebration of the cocktail with illusions, beats and bites." The inaugural Cocktail Magic events will be held in Washington, DC, Boston, New York, and Chicago between March 12 and April 1, 2016.[2][9]

Superfly Marketing Group

Superfly Marketing Group, also referred to as SMG, was created in 2009 to be a strategic partner to brand marketers. SMG has developed marketing programs and produced festivals for companies including JetBlue, Pabst, Intel and Adult Swim.[10][11][12]

In 2013, Superfly acquired The Distillery, a Chicago based creative agency.[13]

References

  1. ↑ Waddell, Ray (June 8, 2015). "Superfly Co-Founders Jonathan Mayers & Richard Goodstone on Bonnaroo's Future and Teaming With Live Nation". Billboard. Retrieved 12 February 2016.
  2. 1 2 Lawrence, Jesse (February 8, 2016). "Festival Promoter Superfly Hopes To Find Magic In Ever-Growing Cocktail Market". Forbes. Retrieved 20 February 2016.
  3. ↑ Buchanan, Leigh. Superfly Presents. Inc. magazine, June 2011. http://www.inc.com/magazine/201106/how-we-did-it-superfly-presents.html
  4. 1 2 Sabin, Jonathan. The Temptation of Superfly. Fast Company, May 2006. http://www.fastcompany.com/magazine/105/superfly.html
  5. ↑ http://www.docstoc.com/docs/2195562/Bonnaroo-%EF%BF%BDOne-of-the-50-Moments-that-Changed-the-History-of-Rock
  6. ↑ Van Harken, Joseph. Raising the Bonnaroof. CNN, June 18, 2003. http://www.cnn.com/2003/SHOWBIZ/Music/06/18/sprj.cas03.bonnaroo.cover/index.html?_s=PM:SHOWBIZ
  7. ↑ Gold, Adam. Ten years after its inception, Bonnaroo has blossomed into a Tennessee cultural cornerstone. Nashville Scene, June 7, 2012. http://www.nashvillescene.com/nashville/ten-years-after-its-inception-bonnaroo-has-blossomed-from-a-jam-band-festival-to-a-tennessee-cultural-cornerstone/Content?oid=2890626&storyPage=1
  8. ↑ Downs, David. Tenacious D Battle the Devil to Wrap Up Outside Lands Fest. Rolling Stone, August 31, 2009. http://www.rollingstone.com/music/news/tenacious-d-battle-the-devil-to-wrap-up-outside-lands-fest-20090831
  9. ↑ Staff (February 1, 2016). "Cocktail Magic: Country’s first cocktail tour comes to Boston". New Boston Post. Retrieved 21 February 2016.
  10. ↑ Waddell, Ray. 40 Under 40: Jonathan Mayers. Billboard, August 2, 2012. http://www.billboard.com/biz/articles/news/1084339/40-under-40-jonathan-mayers
  11. ↑ Billboard Staff. Video: Superfly Presents' Rick Farman Talks Bonnaroo, Outside Lands, Interactive Festival Experiences @ FutureSound. Billboard, November 18, 2011. http://www.billboard.com/biz/articles/news/1160038/video-superfly-presents-rick-farman-talks-bonnaroo-outside-lands
  12. ↑ JetBlue Airways and Superfly Marketing Group Announce Five Winners of National OurStage.com Music Competition. JetBlue. http://investor.jetblue.com/phoenix.zhtml?c=131045&p=irol-newsArticle&ID=1320859&highlight
  13. ↑ Beltrone, Gabriel. The Co-founder of Bonnaroo Discusses His Best Program of 2012 Helping marketers tap entertainment. Adweek, March 18, 2013. http://www.adweek.com/news/advertising-branding/co-founder-bonnaroo-discusses-his-best-program-2012-147999

External links

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