Fieldwork at brandfests consisted mainly of participant
observation augmented by photography, videotaping, and
informal interviews. Near the end of an event, it frequently
became convenient to engage in more formalized depth
interviews. Our data-recording methods mirrored the activities
of many other participants who sought to capture their
experiences to share with “the folks back home.” We gathered
data throughout the events, including at orientations, at
meals, on the trails, and at social gatherings. Typically, for
the first day or two of an event, we maintained an unobtru