Back in the Saddle, Now What? Thrashing Out the Future of a Music Festival Redesigned After a Fatal Accident

Back in the Saddle, Now What? Thrashing Out the Future of a Music Festival Redesigned After a Fatal Accident

  • Case
  • Teaching Notes
Abstract

The Brazilian Jaguariúna rodeo and country music open-air festival fell into disgrace after a deadly accident all but killed the brand. Gui Marconi, in his mid-twenties and an heir to the Diverti events company, took it upon himself to revive the brand. He tweaked the expenses, the line-up, the festival’s duration and its marketing and rescued Jaguariúna from total demise. Over the next few years, Gui continued to improve on the attractiveness and profitability of the festival, restoring it to its place, one of the three largest in Brazil. What next? Gui is thirsty for more challenges. He knows he needs to make his company grow to meet his sponsors’ demands and his collaborators’ expectations. Should Gui play solo or tweak Diverti’s products further? Yet, if Gui were to move forward, what should he offer? Where? At what time of the year? Should Gui go international? When? Where?

You are not authorized to view Teaching Notes. Please contact your librarian for access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles