"obsession with food and drink." From its inaugural year, concessions included local restaurants, and areas devoted to chocolate, cheese, wine, and bacon. Gastromagic, a "culinary entertainment" stage, featured food related events. As with Bonnaroo, corporate sponsors at Outside Lands were integrated into the festival experience. Solar panels sponsored by a local energy company powered a cell phone charging booth, GIF photo booths were sponsored by Chromecast, and festival transportation was sponsored by Lyft. In 2009, the company founded Superfly Marketing Group to further diversify their business model and capitalize on their expertise and curatorial voice. In addition to marketing their events almost exclusively through their own platforms, they had previously developed experiential marketing campaigns for brands including Life Is Good and Adult Swim and produced in-house gigs for Microsoft, Anheuser-Busch, and MTV, among others. Led by Goodstone, early SMG projects included JetBlue's Live From T5, a concert series at the airline's newly designed terminal which in 2010 featured a performance by Taylor Swift. In 2012, Superfly launched The Great GoogaMooga, a festival promoted as "an amusement park of food, drink, and music." Held in Brooklyn's Prospect Park, GoogaMooga lasted two days during the summer of 2012 and three days during the summer 2013. It was criticized due to logistical issues in its inaugural year, and while Superfly corrected many of the problems in 2013, the festival was rained out on its third day. Disparaged by attendees and vendors as well as community groups who objected to the use of Prospect Park as a festival site, the Great GoogaMooga and cancelled after its second year. 2013-Present: Live Nation, Cocktail Magic, Project Pabst, Clusterfest, Lost Lake, Grandoozy In July 2014, Superfly launched the annual Project Pabst in Portland, Oregon. The festival, produced for Pabst, takes place on a 10-acre site at Zidell Yards in the South Waterfront District, Additional late-night shows are held at music venues in and around Portland. A portion of the proceeds from Project Pabst benefit the Jeremy Wilson Foundation, which provides financial assistance in times of medical crisis to musicians and their families. The 2015 Pabst Festival drew more than 15,000 attendees. In an interview with Billboard, Goodstone said that Project Pabst "sits at the nexus of everything we do." In April 2015, Live Nation bought a controlling stake in Bonnaroo. Neither the price of the transaction, nor the size of Live Nation's stake in was disclosed. In