For the first time in years, the Austin Convention Center will not serve as the central hub. Instead, the festival is introducing three new “clubhouses” downtown.
AUSTIN, Texas — South by Southwest (SXSW) officially begins this week, and this year, ushering in one of Austin’s biggest annual events will come with major changes.
City leaders said they’ve spent months preparing to welcome thousands of attendees as the festival debuts a reimagined layout across downtown.
For the first time in years, the Austin Convention Center will not serve as the festival’s central hub. The building has been demolished to make way for a new facility, prompting SXSW to rethink how and where events unfold.
In its place, the festival is introducing three new “clubhouses” spread throughout downtown. This year’s festival will also be shorter, with the Innovation, Film & TV and Music tracks running at the same time.
During a press conference Wednesday, city officials said they have reviewed more than 120 permit applications for events scheduled over the next two weeks. With activities spread across a wider area, transportation leaders said they expect more people to move around on foot, bikes, and scooters.
City leaders said that they are hopeful the redesigned footprint will present an opportunity and encourage exploration around downtown.
“This is an exciting opportunity to be the creative entity that South by Southwest has always shown itself to be,” Austin Mayor Kirk Watson said. “And, I think we’ll see –we’ll learn from this and see things that make it a better experience.”
Public safety agencies are also adjusting their plans. Austin-Travis County EMS officials said they are expanding coverage from East Austin farther west along Sixth Street, while Austin Police said they will maintain a strong presence downtown and ensure that 911 calls placed from the SXSW area will go through immediately.
Officials continue to urge visitors and residents to use public transportation. Those who choose to drive are asked to stay alert, watch for pedestrians and follow detour signs.
SXSW has long been one of the busiest times of year for Austin’s hospitality industry. Visit Austin told KVUE that hotels across the city are typically about 80% full during the festival, and this year appears to be no different.
“We’ve heard this year that numbers are on par with last year, which is a positive sign especially given the change in the schedule and layout of South By,” said Wesley Lucas, Director of Communications at Visit Austin.
Lucas said some hotels are already sold out and calls the new festival layout a massive win for the local ecosystem, noting that it encourages visitors to explore more neighborhoods and businesses.
“Our hope is that this provides an opportunity for folks to explore more of our city, foot traffic into our local businesses to increase in parts that maybe weren’t a part of the South By map before,” Lucas said.