Porro is a dedicated Miami sports fan, and closely follows the Dolphins, Heat and MarlinsFRED PORRO
Wasserman Exec VP/Experience FRED PORRO is a SXSW veteran, and this week, he braved the frigid cold and several delayed flights out of N.Y. to again make it down to Austin’s marquee annual event. Porro, who joined Wasserman in ’13 after selling his experiential agency Ignite to the company, is looking forward to a week of connecting with friends across the sports, music and media industries. He caught up with THE DAILY while patiently waiting for his runway to clear, and dished on his plans for the weekend deep in the heart of Texas, including evening activities once work is done. Porro: “It goes without saying night time is probably as entertaining, if not more so, than what happens during the day.”
TAKIN’ CARE OF BUSINESS: First thing when I’m on the ground, I’ll be checking out a project we’re producing for Pandora, which we’re hoping to make into a marquee destination and experience. We’re essentially taking over The Gatsby (one of Austin’s most notable music venues) and we’re aiming to help fans discover the next generation of emerging artists. We’re looking for a five-day, high energy concert featuring over 34 performers who can help to promote Pandora’s personalized music platform. Aside from that, I certainly plan on visiting the conference side as well while I’m in town, and I’m particularly interested in the “Allies And Equality: How Diversity Shapes A Brand” session. It’s such an important topic globally but is also very relevant here to us at Wasserman for our culture. The rest of my time will probably be split across meeting with both clients and potential clients. This is also a breeding ground for emerging technology, which is at the crux of everything we do, so I’ll spend a lot of time doing my research on that while I’m there.
LET THE MUSIC PLAY: Music is a big passion of mine, so I plan on seeing as many artists as possible in my free time. I love all genres, depending on the mood I’m in. Some that pique my interest here this week are the HIMALAYAS, SMOKEPURPP (who’s from Miami), PLASTIC PINKS and definitely going to try and see one of my all-time favorites in WYCLEF JEAN.
THOUGHTS ON SXSW: Overall, it’s a very busy, programmed schedule, and I’d say it’s going through a bit of a resurgence. There’s a lot going on and they do a great job organizing an event of that scale. I’ve gone for some time now so honestly I’ve lost track of what this year will be for me, but they always have a compelling lineup of events, business sessions and artists.
IN THE MEANTIME: I split my time between our NYC and Miami offices. If I’m in NYC over the weekend you can most likely find me rummaging through small art galleries throughout Brooklyn and Manhattan. I’m always looking for pieces to add to my street art collection. Miami weekends I’m just trying to spend as much time as possible outdoors. Love going fishing for anything that’s edible and willing to get hooked. Really enjoy hosting family and friends for big grillouts, too. I’ll admit I’m not a very good cook, but rest assured, I’m a great host.
SPORTS IN THE SUN: Huge fan of all Miami sports teams, especially the Dolphins, Heat and Univ. of Miami. Marlins are obviously in a tough spot, but they’re in the early stages and I’m a big supporter of what DEREK JETER is trying to accomplish. Rome wasn’t built in a day and I think he has a good long term strategy for the team. There’s no better person to do it -- his track record speaks for itself.
