Sales chief Dave Guender, an InBev alum, thus says they see 420 Fest as an extremely valid Key Performance Indicator. "The festival conveys perfectly our trueness to the brand and SweetWater's culture," he says. It's one that seems to resonate even with the unexpected; communications chief Steve Farace says touch-screen surveys done after the event's 5K a few years ago painted a somewhat surprising composite of the 420 fest-goer. That turned out to be a 28-year-old active female with an appreciation for the arts. Indeed, artist tents line the grounds.