‘All Together Now‘: SXSW reimagines festival for 40th season From the cover
SXSW Clubhouses
The Austin Convention Center will be undergoing construction, so organizers of the South by Southwest Conferences and Festivals selected three central clubhouses in downtown Austin to host different parts of the event.
At a glance
The Austin Convention Center has served as the central hub for SXSW since 1993. Due to construction at the convention center, this year’s festival will operate around three central hubs, or clubhouses, for Film & TV, Music and Innovation. Most events will be held near their respective clubhouses for easier navigation. Chief Commercial Officer at SXSW Peter Lewis said they expect foot traffic in the area to increase visibility for local businesses and immerse festivalgoers in the heart of Austin. “We want to make it very walkable, very approachable, very friendly,” Lewis said. “[We want] to make sure that we’re building a sense of community and trying to create, truly, a village.” The convention center is undergoing redevelopment to increase capacity and revitalize the southeast area of downtown. The expansion is expected to increase the center’s annual economic impact to $750 million. The convention center is on track to reopen in the spring of 2029, according to a city official.
1 Downright • Music clubhouse • 701 E. 11th St., Austin
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2 800 Congress • Film & TV clubhouse • 800 Congress Ave., Austin
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3 Brazos Hall • Innovation clubhouse • 204 E. Fourth St., Austin
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SOURCE: SXSW/COMMUNITY IMPACT
What’s new
Visitor’s Bureau, in charge of marketing Austin as a premier international destination, according to the bureau’s website. Tiffany Kerr, senior vice president and chief marketing officer, said she is encouraged by the clubhouse setup. “What I love about SXSW is how the city becomes a canvas and how a visitor can really see the true character of all of our different diverse neighborhoods,” Kerr said.
no matter when you’re here in Austin,” Lewis said. While the festival timeline is condensed, Lewis said they anticipate a similar number of sessions, foot traffic and economic impact as in previous years. “[It’s] going to add a lot of vibrancy and activ- ity,” he said. “So we’re expecting a very active environment for SXSW for 2026.” Visit Austin is the city’s Convention and
For the first time, all three segments of the festival will take place during the same seven-day period. This year’s theme, “All Together Now,” not only reflects the timeline but also captures the essence of what organizers want to cultivate: bringing people together, according to Lewis. “We wanted to create the opportunity for all registrants to have the best South-by ever, in the sense that you can truly experience everything …
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