Eric Clapton Partners With Gate6 For The Crossroads Centre

Gate6 has partnered with Eric Clapton and Crossroads Guitar Festival to create a website for the two-night concert event at Madison Square Garden on April 12-13. The Crossroads Centre, Antigua was founded by Eric Clapton in 1997 in order to provide quality, affordable treatment for alcohol and other drug dependencies. Some of the services provided by Crossroads include a 16-bed halfway house for Antiguan residents, transitional living homes, case management and a renewal program, which offers a five-day recovery retreat in Antigua.
The Crossroads Guitar Festival is a two-day event that brings famous guitarists together to benefit the Crossroads cause. According to the festival’s website, “Clapton’s vision for the Crossroads Guitar Festival has been to create an event where his friends and contemporaries can have fun and perform together for the benefit of a good cause.” The lineup includes Clapton himself, as well as Steve Cropper, Jeff Beck, Dave Biller, Booker T, Allman Brothers Band and more.
Gate6 has partnered with the event and donated its digital expertise. “[We are] showing how a small company can do big work,” Gate6’s content strategist Jessica Marinucci said. Their strategy was to build the Festival website using responsive technology. “We wanted to create a web experience that always had a fresh feel with the most [updated and] relevant information,” web development manager Kaylin Gontko said. “The festival has so many hands contributing, we decided to create a platform that would make it easy for everyone involved to improve and manage their own pieces.”
crossroadsclaptonDevelopers recognized the architecture of the site needed to allow for the addition of new content and updated information without creating confusion in the look and usability. This concept resulted in the grid layout that has become very popular on social media sites, such as Pinterest and Tumblr. As a result, guests will be able to stay updated on events and Clapton’s involvement throughout the festival. Developers also set out to create a site that works on all devices instead of creating individual sites for phones, tablets and desktops.
“This Crossroads Festival is the realization of a dream for me, to gather a group of amazingly talented musicians to perform on one stage . . . the Crossroads performers are all musicians I admire and respect.” Clapton said.
Clapton photograph: George Chin
Learn more about The Crossroads Centre or the Crossroads Guitar Festival by clicking on the links.
Learn more about Gate6 by visiting