This paper investigates the reputation management process in the embedded festival context. Embedded festivals (i.e., ‘home-grown’, ‘grassroots’ or ‘community’ festivals) are distinct from other festival in that they: (a) are held in regional locations (b) co-opt the regional location’s infrastructure, (c) are community-led, and (d) are volunteer-driven. This research was conducted using a qualitative, quasi-longitudinal case study method focused on the reputation management process of the Cygnet Folk Festival. Primary and secondary data were collected via semi-structured interviews with key stakeholder groups and from published materials in newspapers and periodicals. The results indicate the following factors as critical to the reputation process: local and volunteer-driven management structures; an authentic regional location; the generation of a sustainable ‘story’; the monitoring and responding to local environmental changes; the prioritization of interpersonal communications and influence with local stakeholders; maintaining the embedded festival’s authenticity and maintaining ongoing information/feedback loops with all stakeholder groups.