Desirée with an accent

LatinWorks Boondoggle


SXSW Boondoggle Showcase


SXSW is one of the most prestigious festivals in the world, encompassing Interactive, Film and Music. Many brands and local companies host events throughout the festival to showcase their products, services, or to stay top-of-mind. To be part of the conversation and to leverage the fact that bands travel to Austin from all over the world, LatinWorks wanted to be part of the conversation and have an afternoon music event, which we called "Boondoggle."

Challenge in a nutshell:

Host an unofficial music showcase during the Music portion of the festival.

Objective in a nutshell:

Generate positive affinity with LatinWorks, not only among employees and their guests, but also with clients, partners and industry leaders.

My role:

  • Executive producer of the event for five years
  • Curated the showcase with three bands selected from thousands
  • Negotiated and coordinated with talent agencies to secure bands
  • Produced custom signage, RVSP website, wristbands, t-shirts and branded premiums
  • POC for sponsors, band managers, vendors, volunteers, VIPs and venue
  • Managed the budget

Execution in a nutshell:

Managed RSVPs and entry to the venue via Eventbrite or Splashthat, ensuring we had control over who attended and how many. Ensured the three bands were different enough, but still highly engaging to make the event memorable for attendees. Bands had the opportunity to sell merch on site and bring guests, which was much appreciated by them. We also had wristbands with drink tabs to control the bar spend. Sponsors were able to network with attendees at a deeper level and we had a photobooth to immortalize the experience.


The yearly LatinWorks Boondoggle became widely popular since its inception and was always at capacity. Bands commented on how great the setup was and how accommodating we were with their requests, which translated into amazing performances. Band managers reached out year after year to see if we could have their bands in the showcase. 

Some of the bands that played the showcase over the years:

EVENT highlights: