Hi! We’re Karl and Bene—Founders of Sweetlands.
An events agency built on one simple mission: bringing people together.
We first met outside a Sydney pub after an event management lecture, bonding over a shared love for festivals, events, and travel. Fast forward 13 years, and we've worked on the biggest world tours - Taylor Swift, AC/DC, The Rolling Stones, founded our own music, food, and wine festival in the Tuscan countryside and lived in a campervan, traveling the world and recently welcomed our first child.
But here’s something we’ve noticed: the world feels more disconnected than ever. Technology keeps us digitally "connected," yet loneliness is at an all-time high. We’ve felt it too. And every year, when Flash Festival ends, we receive messages like:
"For the first time in years, I felt like I belonged."
"I arrived knowing nobody and left with 1,000 new best friends."
This is why we do what we do. We believe in the power of real, authentic live experiences - the kind that make you put your phone down and truly connect.
From retreats to festivals, parties to food and wine events, we’re here to create moments that matter.
Let’s bring people together again.
Co-Founder
With over 12 years in the event industry, spanning across - festivals, world tours, experiential campaigns, parties, corporate offsites, and business events.
From starting in production on world tours for The Rolling Stones, AC/DC, and Taylor Swift to co-founding a music, food, and wine festival in Tuscany, Karl's experience is as diverse as it is deep. Some might say, "Jack of all trades, master of none, though oftentimes better than a master of one."
Let’s create something extraordinary.
Co-Founder
With over a decade in the live events and travel, Benedetta has been working across event management, ticketing, artist liaison and production design.
From Italy to Australia and the UK, she’s been part of some of the biggest festivals - Latitude, Download, Wireless, All Points East, BST Hyde Park, and tours - Elton John, Ed Sheeran, Taylor Swift and more.
She met Karl while studying her Master of Event Management in Sydney. After 10 minutes, they were planning of travelling the world in a campervan attending several music festivals. In 2017, they co-founded Flash Festival, bringing an international audience to experience a music, food, and wine festival in the heart of Tuscany.
Her true love and passion for live experiences is unstoppable!
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