About ASF!
The Ashland Sarcasm Festival is a weekend long, city-wide celebration of all things snark, satire, and side-eye. We're taking over downtown with comedy, music, theater, adventure games, and irreverent fun that skewers, salutes, and celebrates the beautiful weirdness of Ashland, Oregon.
ASF! is a Storytown Ashland Event.
Why Ashland?
The Sarcasm Festival is:
A fresh winter draw for touristsA major economic jolt for downtown businesses during the slow season
A chance for locals to laugh at themselves (and each other)
A showcase for rising comic talent — think of us as Just for Laughs for the Pacific Northwest
Ashland is known for its rich cultural legacy, stunning scenery, ability to throw a world—class festival—and its wit.
The Architects of ASF!
Matt Hoffman
Creative Director
Born and raised in Ashland, Oregon. For two decades, Matt Hoffman has been pushing creative boundaries of advertising and storytelling, directing commercials for the world’s leading brands. Nike collaborations launched his career and resulted in some of the most iconic and beloved films in Nike’s history, establishing his status as a master storyteller. Acclaimed works for Gatorade, Michelob, Nissan, ESPN, and Capital One highlight an awe-inspiring list of celebrities, brands, agencies, and awards. A 360 LED wall installation, featuring Kobe Bryant and Gwen Stefani, helped secure the 2028 Olympic bid for the City of Los Angeles. In 2025, Matt joined the illustrious director roster of world-renowned production company hungryman with offices in LA, NYC, London, and Rio De Janeiro. He lives in Ashland, Oregon, with his wife Noelle and children Desmond and Viva and is the founder of Storytown Ashland.
Montana Hauser
Head of Operations
Based in Ashland, Montana is driven to bring people together and as an elite Operations Director has spent 15 years turning ideas into live events. She’s skilled at making tough plans work, executing massive big-name events from Coachella to the Preakness Stakes, major Esports events like Immortals Gaming Club and Los Angeles’ Valiant. Her events are smooth, inspiring, and keep clients coming back. Montana’s creative and strategic skills have helped shape famous festivals and events across music, sports, non-profits, and more. Now, she wants to bring her passion and experience to Ashland, Oregon where she now calls home. She tackles each project with resourcefulness, humor, and heart, believing every goal can be reached with the right team, clear focus, and just the right sprinkle of good-natured sarcasm.
Karolina Lavagnino
Head of Marketing
Karolina is a seasoned sales and marketing professional with over 20 years of experience in event production. As the owner of Wild Thyme Productions and the founder and producer of the Oregon Chocolate Festival and FERMENTOPIA, she brings a wealth of expertise in public relations, community and visitor engagement, and integrated marketing across traditional, digital, and social platforms. Driven by creativity and a passion for crafting memorable experiences, Karolina now applies her skills to building and promoting the one-of-a-kind Ashland Sarcasm Festival.
Levi Anderson
Local Comedy Programming
Levi Anderson has been a cornerstone of Southern Oregon’s comedy scene for over two decades. He first hit the stage in 2002 while attending college in Ashland, teaming up with roommates to launch The Smile Factory — a showcase that quickly gained traction by hosting touring comics at venues across the region.
When The Smile Factory wrapped in 2004, Anderson doubled down on his passion for building platforms for local comedy. In 2006, he co-founded Black Market Comedy, reviving regular stand-up shows in Southern Oregon and cementing his role as a curator of laughs in the valley.
Never one to shy away from edgy material, Anderson has collaborated with The Talent Roast Society — a no-holds-barred crew known for roasting local celebrities — and continues to flex his sharp wit as both a writer and performer for the sketch group Funny As L.
With roots deeply tied to Ashland’s comedy history, Levi brings a unique local flavor to the Ashland Sarcasm Festival’s programming, blending experience, community ties, and a commitment to keeping live comedy thriving in Southern Oregon.
Ian George
Music Coordinator
Hi I'm Ian. This is a picture of me. I'm from Minnesota. I play music by myself and also with a really nice band. I believe in music and good stories. I believe they change the world. I really hope someday I can play music for you and tell good stories. This is an unfathomable and weird experiment and we are all in this thing together. i love you. xx