Fandom at Sea: Building Passionate Communities with Sixthman

Fandom Unpacked

What happens when you give passionate fans five uninterrupted days with their favorite artists, chefs, comedians, or creators in the middle of the ocean? Pure magic, according to Jeff Cuellar, CEO of Sixthman.
For nearly 25 years, Sixthman has been perfecting the art of creating immersive fan experiences at sea – essentially floating festivals where passionate communities can fully disconnect from everyday life and connect deeply with both their favorite artists and fellow enthusiasts. As Jeff reveals, these experiences completely transcend traditional demographic marketing. Whether it's rock music fans, Broadway enthusiasts, or true crime aficionados, what unites these seemingly disparate audiences is the intensity of their passion.
Behind the scenes, Sixthman has developed a fascinating approach to quantifying passion – analyzing everything from social media engagement to merchandise sales to determine which concepts have enough critical mass to justify a cruise. But as Jeff candidly admits, the business carries significant risk: "We joke as promoters – if you think you want to launch a festival, because that's really what this is, go out and burn a million dollars and see how that feels."
What truly sets these experiences apart is the remarkable level of artist engagement. Unlike a 90-minute concert with a brief VIP meet-and-greet, these cruises offer days of meaningful interaction. Jeff cites Michael Franti wandering the ship with his guitar, spontaneously sitting down with fans during meals to play songs or share recipes – creating moments of connection impossible in conventional venues.
Perhaps most importantly, these floating festivals foster community that extends far beyond the event itself, with many fans returning year after year, building friendships that last a lifetime. As one multi-time attendee shares, "We were absolutely blown away by the passion, the community, just the friendliness... we'd never had a holiday like it."
Ready to experience fandom at sea? Visit sixthman.net to explore upcoming cruises and find your tribe on the ocean.

Recorded Thursday, March 27th, 2025
Hosts: Jeff Miele, Account Group Director for Sports, Attractions, and Live Events, Situation & Damian Bazadona, CEO & Founder, Situation
Guest: Jeff Cuellar, CEO, Sixthman
Producer: Peter Yagecic, Innovation Advisor, Situation

Chapters

1. Introduction to Fandom at Sea (00:00:00)

2. The Sixth Man Business Model (00:05:32)

3. Passion Over Demographics (00:09:54)

4. Personalized Fan Experiences (00:16:42)

5. Risk, Value and Authenticity (00:22:49)

6. Building Loyal Communities (00:25:35)

7. Closing Thoughts and Resources (00:30:02)