Roland Swenson Responds to San Miguel's Op-Ed [SXSW, Drama]

Roland Swenson, managing director of SXSW, took some time yesterday to respond to Audrie San Miguel's Op-Ed over at The Horn. San Miguel is the owner at Prototype Vintage and co-producer of Fashion Freakout each year. She is also instrumental in helping support dozens of events around town year long. In her piece for The Horn, she stressed that this year's incidents had once again raised red flags for SXSW promoters who seek to deter free, rogue events taking place during the official festival.

Her essential claim was that most of the so-called dangerous events at this year's festival took place at official parties, and that it's crucial for SXSW and the City of Austin to come to terms with what the festival has grown into, supporting all the creatives that flock here each year. She said, "According to an interview with KXAN.com, SXSW organizer Roland Swenson believes those people who can’t afford to go to his trade show are “troublemakers.” That would include students, artists, musicians, families and people from all walks of life. Why shouldn’t people on a budget benefit from the influx of talent streaming through this town by the thousands? The bands themselves choose to play multiple parties and showcases in order to perform for their fans and new listeners from the public, not just for industry people."

Though her credentials stand on their own, and her dedication to (and knowledge of) the local scene is generally unquestioned, Swenson was "amused" at her insights. He argued, "Ms. San Miguel (who is hardly an impartial observer) either doesn't know, or doesn’t acknowledge, that SXSW sponsors over one hundred free parties during our event, as well as throwing the biggest free party of them all, three nights of free shows on Lady Bird Lake." He noted that the reporter who he spoke to at KXAN was young, and that he gave more information about what he meant, but that all of it didn't make into the report. Read his article at The Horn for the full explanation.

Swenson went on to say that SXSW only wants to ensure that non-permitted parties are held to the same requirements and safety regulations as official events, because when something goes wrong, SXSW "takes the blame." He indirectly addressed San Miguel's observation that the incidents from this year's festival mostly occurred at sanctioned, official SXSW events by suggesting that spring break partygoers with bad manners were to blame. Despite the seeming dismissal implied there, he's in an uneasy position speaking for the festival and trying to provide another viewpoint to the madness. No one thinks that's an easy job -- we wouldn't want it -- but it does seem clear that there's more on the table here than permits and drunk kids.

It also clear that there will always be tension between the official event's promoters (who might also not be the best candidates for spokesperson) and the rest of the participants (official and unofficial). Reading both Op-Eds, it almost feels like San Miguel and Swenson are talking about two completely different events. San Miguel is discussing the thousands of individuals who come here to participate, perform, share their art and reach as many people as possible, and Swenson is talking about people who "care more about the 'free' than about the music and creativity that makes up SXSW. Many of these people are Spring Breakers from out of town, and too many of them are ill behaved." Are those the same people? Is there some of both? Which version of SXSW did you attend?

This disconnect between the idea of an industry event that draws thousands of Spring Break troublemakers to Austin each year and the event that is regarded as a mecca for artists and fans from around the world (apologies for distilling their points down so far, it's difficult to capture the complexity of the issue briefly) is perhaps the biggest challenge our city has to come to terms with. This year's festival was incredibly large, which is in many ways wonderful, but the stress on our infrastructure was deeply felt. An example: this writer provided a crash pad for a band that couldn't get out of town because they couldn't find a gas station with any gas on Sunday night.

SXSW has grown, and every year we feel the growing pains. Whenever we feel those growing pains, we start arguing about it. It seems as though many people who Swenson might consider 'critics' are simply asking SXSW and the City of Austin to acknowledge this growth and the fact that in many ways, the festival isn't what it used to be. Instead of blaming those crazy kids and feeling oppressed, we need to sit down and discover how this event can become scalable, inclusive, safe and enjoyable for everyone who wants to participate. SXSW brings millions of dollars to the city each year, dollars that SXSW officials are proud of reporting. But those dollars don't all come from people who paid for a badge. Even if SXSW doesn't feel it should be required to support off-the-grid events, it should at least be able to see the fiscal advantage to keeping everyone involved.

20 years ago, SXSW was one thing, in 2011 it's something else. That something else is complicated, but it's still a tremendously positive thing for almost everyone involved. And there's no doubt that everyone who raises their voice about it sincerely cares (read: just because we have opinions doesn't make us detractors or assholes). As long as bands, filmmakers and the wide variety of interactive folks are willing to pay to drive hundreds of miles (or fly across an ocean) to get here and try to make an impression, it's worth our time as participants, citizens, and supporters of our vibrant arts community to figure this shit out. What do you think should be done? Public panel discussions? More transparency? More city guidance? None of us enjoy mud-slinging or the limited insight the written word can express online or elsewhere, but what's the solution longterm? Is SXSW scalable?

Now excuse us, it's time to go chug a Four Loko and flash The Strokes.

Full Disclosure: This writer is probably not impartial either, but it's complicated. Paige has been on a handful of SXSW panels, planned official parties, supported official events at a dozen clubs with even more sponsors and presenters and has also curated an annual day party for Austinist at the Mohawk for five years. She also enjoys free sunglasses and supporting the artists that actually make things go.