Across the grass of ACL, there are brands ranging from Tito’s Vodka to T-Mobile in various forms, from stages, tents, and cups to even koozies.
As Austin City Limits (ACL) has grown from its start in 2002, the number of vendors has skyrocketed with it. In an effort to grow their profits and impact, brands have also developed a vested interest in placing themselves amid the chaos. As larger companies have taken over, the aspect of Austin’s small-town festival has shifted drastically, with attendees coming from all over to take part in the local economy. Tom Strickland has been working for Austin Pizza for years and explained the brand’s presence at ACL has directly coincided with the direction they wish to take their image.
“We’re trying to get back more towards that Austin feel,” Strickland said. “I think we lost that a little with the owners who took over in between.”
Strickland discussed how, despite the economic struggles that Austin has faced, the company’s effort to ensure high-quality service to their customers has continued. This dogma has reinforced their image, both at ACL and at their varying locations, which Strickland described as a network of a friendly community.
“We’ve been here since 1999 trying to make sure people can get food, and they like it,” Strickland said. “It’s difficult with the way prices have changed. We’re making an effort to get a good product, and they’re getting it quick.”
Branding also extends to what merchandise attendees choose to purchase, with different groups purchasing different products. According to Ashley Casanave, who works as a cashier in the merchandise tent and has traveled to multiple festivals, ACL’s marketing is geared differently than other festivals with most people buying merchandise being on the younger side.
“[Festivals] definitely bring out similar types of people,” Casanave said. “You definitely have to have a type of personality and patience to brave a festival. Austin’s probably been the friendliest one because the demographics are a lot younger than some of the other ones … That may also be because of who is willing to stand in the merch line.”
For the vendors and brands that attend the festival, marketing is very important. As social media has grown, it has caused a change in how brands choose to market, according to St. Thomas University. However, to some attendees, this doesn’t seem to mean much. Although LASA senior Kamryn Rafael Reames, who has attended ACL since she was three years old, notices what brands are there, she doesn’t feel a desire to buy products from them.
“There’s a lot of alcohol brands: Miller Lite’s a stage brand,” Rafael Reames said. “It’s very centered around alcohol. I think ACL is a big scam for alcohol brands to make a lot of money.”
This marketing perspective contrasted with what Casanave viewed about the demographics of ACL as younger groups are unable to purchase many beverages at the festival. For LASA senior Calvin Fedyszyn, who has attended the festival since he was nine and lives in the surrounding area, he is more impacted by the ACL branding itself rather than the individual companies.
“I think seeing it outside of the festival every year at the intersection and seeing that big billboard is more impactful than whatever branding they’re doing inside the gates,” Fedyszyn said. “It makes [ACL] feel like a big deal.”
While the ACL posters are a positive aspect to Fedyszyn, the ACL branding on merchandise is a large negative to Rafael Reames. For Rafael Reames, she is less inclined to buy objects from the ACL shop.
“I’m only inclined to get the merch if I like the artist and it’s good merch,” Rafael Reames said. “I hate the ACL store. I hate the clothes. The ACL logos are so big. I’d much rather get the artist merch.”
Many brands at ACL have expanded their impact through what they offer at the festival such as T-Mobile which hosted a lounge featuring a wide variety of perks. As ACL continues to rise in popularity, these companies — both large and small — will continue to compete for the chance to take a small part.
