South by Southwest (SXSW) announced Jenny Connelly, Vice President at Penske Media Corp and a SXSW board member since 2021, as its new director-in-charge effective April 1, 2025. This appointment follows the sudden departure of longtime programming head and former president Hugh Forrest, a figure widely recognized for his visionary influence and deep ties to Austin’s music and tech communities.
Forrest’s exit has shaken the festival’s inner workings and sparked broad community reaction—ranging from heartfelt support for his legacy to skepticism about Penske’s corporate-led leadership, particularly given Connelly’s prior association with Live Nation. Internal reports from staff reveal unrest and a contrast to the official optimistic “town hall” messages.
On the ground, SXSW’s 2024 economic impact in Austin reached approximately $377 million, slightly dipping from 2023. This decrease corresponds with a $16 million decline in ticket sales, though the festival still accounted for nearly 45,000 hotel room nights booked, maintaining its substantial economic footprint.
Compounding the leadership shakeup, SXSW faces pivotal logistical challenges as the Austin Convention Center undergoes closure and redevelopment starting April 2025 through early 2029. SXSW plans to shift key events to dispersed city venues—including the Palmer Events Center and multiple hotels—which will test the festival’s cohesion and attendee experience.
Looking ahead, the festival also plans to drop its second weekend starting in 2026, sparking further speculation about its evolving model. As a major player in the global festival scene, all eyes are on how Jenny Connelly will steer SXSW through these simultaneous transitions—balancing legacy, local culture, economic impact, and ambitious reinvention.
Stay tuned as we track updates on lineup announcements, venue changes, and the unfolding festival strategy for SXSW’s critical next chapters.
Source: r/sxsw