Hugh Forrest, the Face of SXSW for 35 Years, Builds His Next Act

For three and a half decades, Hugh Forrest was nearly synonymous with South by Southwest, shaping the interactive and tech programming that turned a regional music festival into a global gathering for founders, investors and futurists. That run ended abruptly in 2025, when Forrest was terminated as president amid a broad restructuring that reportedly swept out at least ten other senior staff across the organization.

Forrest has been candid that the exit was not his choice, telling reporters at the time that leaving SXSW was 'definitely not my decision.' His departure came just weeks after the 2025 event and marked one of the most significant leadership changes in the festival's history.

Rather than retreat, Forrest has reemerged as a cofounder of Gather & Grow Experiences, a venture focused on convening and live events, the very craft that defined his career. His continued presence in Austin's events world kept him close to the community he spent a generation building, including longtime friends across the startup ecosystem.

Why it matters

SXSW is one of Austin's largest economic and cultural engines, and Forrest's removal signaled a deeper reset at an institution wrestling with shifting attendance, sponsorship controversies and ownership changes. His next venture is a small bet that Austin's appetite for in-person convening has not faded, even as the festival that made his name charts a different course. How both fare will say a lot about the city's events economy.

Leaving South by Southwest was definitely not my decision.— Hugh Forrest, Cofounder, Gather & Grow Experiences