I bet the dataset of who is calling who is pretty valuable. It's people related to others who were willing to drop a bunch of money to go to the desert, so you know they likely have some disposable income. If this operator isn't collecting this, it may be a good business opportunity for a competitor.

Slow your roll, not everything is a startup, some things are just for fun

The only data I collect is my phone bill, and the only thing I do with it show hourly stats on the site and a summary of calls at the end of the event.