Jeff Cuellar Named Sixthman CEO

Festival vet Jeff Cuellar is the new chief executive officer of Sixthman Cruises, the festival-at-sea pioneer, the company’s corporate parent Norwegian Cruise Lines announced January 17.

Cuellar takes over for Anthony Diaz, who is now re-united with Sixthman co-founder Andy Levine as chief operating officer at music vacation company Topeka. Diaz will remain as special advisor for Sixthman through June.

“Sixthman had an incredible year, welcoming new communities to experience the magic that the team delivers at sea,” David J. Herrera, president of Norwegian Cruise Line, said in a state,ent. “Much of that success was built upon the foundation laid by Anthony Diaz during his tenure, and we at NCL thank him for all of his efforts over the years. Now, I am excited to welcome the next chapter for Sixthman with Jeff Cuellar as the newly appointed CEO. Given his strong 24-year track record in the entertainment and hospitality industry, I am confident Jeff is the perfect person to lead Sixthman forward into its very bright future and continue to build on its 2023 successes.”

Cuellar joined Sixthman in October 2021 as Vice President of Partnerships and was most recently s Vice President of Events, Marketing and Community, responsible for overseeing the creative development, marketing outreach and community management for all festivals at sea.

Prior to joining Sixthman, he played a major role in the growth of festival operator AC Entertainment, currently owned by Live Nation under the festivals division of C3, He directed numerous festivals including Bonnaroo, Forecastle, Railbird and High Water.

“I am honored and extremely humbled to have been given the opportunity to lead the passionate, hard-working and talented team at Sixthman,” Cuellar said.. “Over the last few years, I’ve been able to witness the incredible work the team does to produce the absolute best festivals at sea and bring guests from all over the world together to celebrate a shared passion and enjoy personal fan-to-artist experiences that go beyond what a vacation can be. I look forward to building on the strong momentum and legacy that Anthony Diaz and Andy Levine have created and charting new paths for our team and guests to embrace our ‘Live Loud’ culture.”