News Summary
Hugh Forrest, a pivotal figure in the growth of the South by Southwest (SXSW) festival, has stepped down after 35 years. His exit follows a challenging festival in 2025 with declining attendance and significant changes in programming strategy. The festival is set to operate differently moving forward, including a shorter duration and concurrent events. Internal restructuring has led to multiple staff departures, raising concerns over the festival’s financial stability. Forrest’s contributions have transformed SXSW into an essential cultural event, despite the uncertainty surrounding its future.
AUSTIN — Hugh Forrest, the long-time president and chief programming officer of the South by Southwest (SXSW) festival, has departed after 35 years of service. His exit, reported by a local business journal, comes on the heels of a challenging festival in 2025, where attendance figures appear to have declined along with hotel occupancy rates compared to previous years.
Forrest joined SXSW in 1989, shortly after the festival commenced in 1987, and has been a key architect in its growth and transformation. His pivotal role began gaining recognition in 1994 with the introduction of interactive and film events that significantly broadened SXSW’s appeal. In 2022, he ascended to the position of co-president and became the sole president in December 2024.
Forrest’s departure coincides with significant changes at SXSW, including a shift in programming strategy. Next year’s festival will program music events to run concurrently with TV, Film, and Interactive portions instead of the traditional staggered approach. Additionally, the 2026 festival is set to be shorter, spanning seven days instead of the usual nine, and will occur without access to the Austin Convention Center due to redevelopment plans that will continue until its expected reopening in 2029.
In preparation for these changes, SXSW has faced internal upheaval. Reports indicate that at least ten staff members, including senior leadership in Music and Comedy, have left the organization. These departures included both planned exits and some that occurred unexpectedly. This restructuring effort follows notable financial hardships faced by the organization during the pandemic, which led to a 50% sale of SXSW’s stake to P-MRC, a collaborative enterprise involving MRC Media & Info and Penske Media.
In the wake of Forrest’s exit, financial concerns linger over the festival. Attendance numbers for the 2025 festival remain unavailable, contributing to uncertainty regarding the festival’s longevity and sustainability. In June, SXSW laid off 23 employees as part of a broader strategy aimed at establishing a “new vision” for the event’s future.
Forrest expressed regret over his departure, emphasizing that the decision was not initiated by him and that he was disheartened to leave the festival he has dedicated decades to. Despite his exit, he remains hopeful for future SXSW editions.
Forrest’s contributions to the Austin cultural landscape have been widely recognized. He was honored as Austinite of the Year in 2012 by the Austin Chamber of Commerce and received the Key to the City from Austin’s mayor as recently as 2023. His influence is reflected in how SXSW has evolved into a vital destination for music, film, technology, and culture, attracting attendees and participants globally.
Moving forward, as SXSW navigates this transitional period, the festival’s leadership may seek to revitalize its operations and maintain its status as a leading cultural event. However, reactions from P-MRC and Penske Media regarding the recent staff exits have yet to be made public.
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Additional Resources
- Austin Chronicle: SXSW Leadership Changes
- Wikipedia: South by Southwest
- KVUE: Hugh Forrest Layoff
- Google Search: SXSW
- Billboard: SXSW Leadership Changes
- Google Scholar: SXSW
- Statesman: SXSW Layoffs
- Encyclopedia Britannica: South by Southwest
- KXAN: Hugh Forrest Departure
- Google News: SXSW
Author: STAFF HERE AUSTIN WRITER
The AUSTIN STAFF WRITER represents the experienced team at HEREAustinTX.com, your go-to source for actionable local news and information in Austin, Travis County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as SXSW, Austin City Limits Music Festival, Formula 1 United States Grand Prix, and the Austin Film Festival. Our coverage extends to key organizations like the Greater Austin Chamber of Commerce and Visit Austin, plus leading businesses in technology, automotive, and retail that power the local economy such as Dell Technologies, Tesla, and Apple. As part of the broader HERE network, including HERECollegeStation.com, HEREDallas.com, HEREHouston.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
