rePower with Umbel + MVPindex

Recharge at the historic Seaholm Power Plant March 9

Seaholm (re)Power may no longer power the city, but the space now powers data-driven marketers across sports and entertainment through Umbel. SXSW is a high-energy experience, and you’ll need to charge up, recharge, or power down.

Kick off with Talk and Tacos at 8:30am-10am on March 9th at Umbel. Then, as SXSW ramps up, come swing by and use our phone booths, conference rooms, standup desks, and charging stations for some uninterrupted alone time. See you soon!

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Tacos and Talk: Marketing When Fan is King

March 9, 8:30-10 am
Start your weekend off by getting specific on reaching your specific fans.

Whether you’re marketing to an NFL superfan, EDM fan, or eSports fan, discovering the behaviors of your target audience is more critical than ever to drive the behaviors you want—no matter the size of your organization.

Join a roundtable led by experts from Umbel, MVPindex, Circuit of the Americas, and FloSports on:

  • How rights holders deliver niche audience content and fan data to increasingly demanding brands
  • Defining the right insights to match niche audiences to the right product
  • Adapting to and thriving in a changing (and often overwhelming) data landscape
Those who register and attend in-person will be entered into our drawing for a Premium Activation or Lookalike Lead Scoring service (see details below).


Mike Malo
Umbel, Vice President of Business Development

Mike is a seasoned sports marketing executive leading teams for the MLS, MLB, NFL, and most recently the NBA’s San Antonio Spurs. While he loves playing soccer, he was never invited to help Columbus Crew SC in that capacity.

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Harlow Yaeger
Circuit of the Americas, Digital Marketing Manager

Harlow Yaeger manages content, engagement, and digital media for Circuit of The Americas, the home of the only Formula 1 and MotoGP rounds in the US. Since his arrival in 2014, COTA has become a key social media influencer, the most Instagrammed location in Texas, and a fan-favorite brand in the motorsport community.

Nick Schenck
FloSports, VP of Customer Acquisition & Marketing

Nick works to grow premium content subscriptions across all of FloSports’ sports verticals. He oversees earned, owned and paid media channels, including email and content marketing, social media strategy, SEO and communications. Prior to FloSports, he spent a decade working within the NFL.

Lauren Allison
MVPindex, Sr. Director of Social Insights

Allison delivers social media insights and strategic recommendations for the world’s leading brands, leagues, athletes, teams, and influencers using MVPindex’s in-depth analytics and proprietary scoring and valuation algorithms.

Drawing Details

One lucky winner will be randomly chosen to get a Premium Activation. If you’re a current client, you can choose to run a Lookalike lead scoring professional service.
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Premium Activations

Activate unknown fans, gather rich, first-party data, offer rewards and content, and do it using your unique URLs and engaging experiences.

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Lookalike Lead Scoring

Umbel’s Lookalike lead scoring finds and ranks new, qualified leads already in your database. That means you can target people more efficiently to drive higher ROI.

How do I Enter?

Simply and check in for the Tacos and Talk event. Throughout the weekend, we’ll also be distributing trading cards. You can also enter to win by filling out the form you’ll find at the URLs on the cards. 

rePower at Umbel on March 9th

Worried about getting burned out by the crowds and the tracks? We’re opening up the iconic Seaholm Power after the roundtable to power you up for the week.


Charge your devices or recharge yourself with quiet areas around the iconic Power Plant.



Grab some of Austin’s best food, along with beer and cold brew coffee on tap, and more LaCroix than you can imagine.



Talk to your new connections (or make a connection with us) in one of our conference rooms.

Getting to the Power Plant

Just a short walk from SXSW Sports at the JW Marriott or SXSW Interactive at the Austin Convention Center.
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The front of Seaholm Power Plant featuring the Umbel sign

800 W. Cesar Chavez
Austin, TX 78701
Suite B101

1. Walking from the convention center, exit onto 3rd street and go west.

2. After about 10 minutes, you’ll cross a pedestrian bridge.

3. Look for the smoke stacks and cross the courtyard (you’ll see Trader Joe’s, True Food Kitchen) toward the Power Plant.

4. Look for the Umbel arrow. Follow the stairs down to the Umbel entrance and check in at reception.