Sports!

I questioned how much traffic a place like the Major League Baseball stop would get. I was surprised at how crowded it was.

The audience skewed male, of all ages. MLB has clearly been here before and did some things right.
I was surprised at how few brands collected emails or contact info. MLB was one of the few. While they waited to use the batting cages, they were asked for their email, and I assume to sign off on a waiver of liability. I don't know if these guys offered up their junk email address (the one from college they don't use anymore, except for crap like this)or their primary email address. I guess it depends on how much they like baseball.

Their set up included batting/pitching cages, a few 20 x 20 shade covered areas, and the MLB electronics trailer that included computers to check the web, and several big ass built in gaming systems with benches.

On their computers, the homepage was set to MLB.com, but you could surf anything you wanted. Interestingly, every 5 minutes, the computer would direct you back to the MLB.com page. Annoying, but good for the brand.
This shady spot was busy all weekend long. I asked the dude running the set up how well received it had been. He said he'd had dozens of requests asking if the baseball chairs were for sale (they weren't, but I hope they have a few to raffle off next year if interest is there), and that people had been sleeping there for up to 3 hours.

Amongst brands who have been here before, there seems to be a better understanding about the needs of festival people. At the very least, they're more understanding of the kid passed out for 3 hours or sitting directly in front of the fan for 5 minutes. I hope that as brands continue to be introduced to our scene, they learn from brands like MLB and Xbox, and go with the flow.