Leading online influencer Éros Brousson described the recent SXSW event that took place in Austin, Texas, in March 2026 as a 10 day long “psychological experiment”.
“An intensive networking cult involving 100,000 guys wearing $400 sneakers,” was another of his descriptions.
Éros shared how the only reason to survive the annual SXSW event was the International Houses, which he compares to the United Nations, but with free alcohol. What he didn’t mention is the Texas House, which returned to SXSW in 2026, and was just as important for delegates to visit.
Texas House at South by Southwest 2026
Texas House made a strong return to SXSW with the Global Innovation Rodeo and a Y’all Street Takeover. The multi-day program explored ideas, companies, and communities shaping the future of Texas.
Highlights included compelling panels such as:
Brits & Boots Brunch: The Crown Jewels of UK AI in TexasFrom Wall Street to Y’all Street: Texas and the Future of American Markets
The event highlighted rising innovation hubs such as McKinney, which is becoming a strategic center within the broader Dallas-Fort Worth economic engine. Startups from across the country are relocating to the metropolitan area and accessing the McKinney Innovation Fund. The program is designed to provide early-stage companies with grant capital, strategic connections, and a pathway to scale.
William Herrmann, the Founder of Texas House, posted on LinkedIn about the event: “We had a rip roaring time at Texas House,” he shared.
“I take immense pride in representing my community and culture. But one of the greatest thrills of SXSW for me has always been being part of the global community and experiencing other cultures, ideas, and music. Lots and lots of music.”
The Texas House was a moment to appreciate the Texas Miracle. It also marked another successful collaboration between Texas House and NYSE Texas.
Picture of Texas House at SXSW thanks to Robert PieroniThe Origins of Texas House
In a recent interview with Lance Glinn, Host of Inside the ICE House at NYSE, William Herrmann and Alex Kuehler, the founders of Texas House discussed how Texas House showcases the state’s entrepreneurial energy, authentic culture, and role as a launchpad for global conversations and business growth.
“I realised that no-one is telling our story right now,” William shared. “There’s so much going on right now in Texas and someone has got to talk about it. So, I decided to do something about it.”
Alex, who covered the role of VP Communications at Texas House, shared how there are a lot of development agencies doing a good job in Texas. But how there was one thing missing, which he believes is culture.
“Texas has such a strong culture,” Alex highlighted. “It has a mythos that goes back to the frontier days.” He explained how there is a link to the frontier days and how Texans approach business today.
“We wanted to tell that story with the culture aspect of it and bring that into our events. And bring that to life,” Alex shared.
It’s about Texans leading Global Conversations
We want people to come away from our events with two things – a smile, and connections – Alex explained.
“Authenticity matters these days,” Alex added. He explained how many of the organizers of Texas house were up to 7th generation Texans, which added experience as well as authenticity.
“We’re trying to bring Texas to the world and the world to Texas. This is the best place in the world to do business. Texas can be a launching pad,” Alex continued. “It’s a great place to setup and start your operations.”
The Collaboration between NYSE Texas and Texas House
Will shared how during the first SXSW London event in 2025 the narrative about NYSE opening in Texas was very well received both by the organizers as well as delegates.
“It really added to the story that we’re trying to tell as well,” Will explained. “Everybody’s coming to Texas, there’s this curiosity about what’s going on here, and London is the perfect venue to have that conversation.”
The collaboration gained further momentum during the Formula One weekend in Austin in October 2025, when Texas House partnered with NYSE Texas for the Race Weekend Kick-Off.
“It was an ideal opportunity to start collaborating with NYSE Texas,” Will explained. “Being able to tell the story about Texas being the number one state for publicly traded companies in the nation,” was a good reason for the partnership.
Will added that Texas had become a battleground for publicly traded companies, which strengthened the decision to partner with NYSE.
“We threw a hell of a party with you guys,” he concluded.
Continue the Narrative at TexCap in Dallas this May
The Texas miracle continues to gain attention. For those of you who missed Texas House at SXSW, another opportunity awaits.
On May 20, 2026, the second TexCap event will take place at the Southern Methodist University in Dallas, Texas.
For decades, the financial world looked East to find its footing. Today, the compass points squarely at North Texas. With the operational launch of the Texas Stock Exchange (TXSE) and the massive expansion of NYSE Texas, Dallas-Fort Worth has transcended its role as a regional powerhouse to become the Center of the Global Financial System.
TexCap is the definitive conference for this new era. Join to navigate a landscape where Texas is no longer just a participant, but the “True North” of global capital.
Author: Andy Samu
See Also:
Opening the doors to South by Southwestern #SXSW23 | Disruption Banking
TexCap Inaugurates ‘Y’all Street’: Texas’s Capital Markets Revolution | Disruption Banking