If you’ve been going to SXSW for years, you’re going to notice something immediately in 2026:

The Austin Convention Center is gone.

Not closed.

Not being renovated while SXSW happens around it.

Gone.

The building that served as the central hub of SXSW for decades was closed in April 2025, demolished later that year and is now being rebuilt as part of Austin’s massive Convention Center redevelopment project. Construction is expected to continue for several years, with the new facility scheduled to open for events in 2029.

And that means SXSW 2026 looks very different.

But here’s the interesting part:

SXSW isn’t trying to replace the Convention Center with another giant building.

Instead, SXSW is turning downtown Austin itself into the festival.

And that changes everything.

WELCOME TO THE NEW SXSW

For decades, the Austin Convention Center was basically SXSW headquarters.

You could start your day there.

Go to panels.

Meet people.

Grab food.

Charge your phone.

Check the schedule.

Walk to another session.

Come back.

Then head out to parties and concerts.

It gave SXSW a central home base.

In 2026, that’s gone.

Instead, SXSW has created what it calls a creative village throughout downtown Austin.

Programming is spread across multiple venues and areas, with new centralized Clubhouses designed to replace some of the functions the Convention Center used to provide.

THE THREE NEW CLUBHOUSES

One of the biggest changes is the introduction of three dedicated Clubhouses.

Think of them as smaller SXSW headquarters scattered throughout downtown.

INNOVATION CLUBHOUSE

Located at Brazos Hall.

This becomes one of the main gathering points for SXSW Innovation programming.

FILM & TV CLUBHOUSE

Located at 800 Congress.

This gives Film & TV attendees a dedicated place to gather downtown.

MUSIC CLUBHOUSE

Located at The Downright.

Music programming gets its own central gathering location.

Together, these Clubhouses are designed to make navigating the new SXSW easier while keeping different areas of programming connected.

THIS IS THE BIGGEST CHANGE FOR LONGTIME SXSW ATTENDEES

In the old days, your mental map of SXSW was simple:

Convention Center → Congress → 6th Street → Red River → Rainey → East Austin.

Now you need to think differently.

Your SXSW map is no longer built around one giant building.

It’s built around clusters.

Find the Clubhouse closest to the programming you’re interested in.

Then build your day around that area.

SXSW IS BECOMING MORE WALKABLE

Ironically, losing the Convention Center has forced SXSW to lean harder into something Austin does well:

Using the city itself as the venue.

The new SXSW model spreads programming across downtown locations and iconic venues rather than putting so much of it inside one convention center. The Austin Convention & Visitors Bureau described the 2026 festival as essentially turning the entire city into the meeting place.

That means you may spend more time walking.

But you may also discover more of downtown.

And that’s very SXSW.

EXPECT MORE WALKING

This is one of the biggest pieces of advice for 2026.

Wear comfortable shoes.

Seriously.

You may have a morning session at one location, a Film & TV event somewhere else, a Clubhouse downtown, a food activation several blocks away and then a music showcase at night.

You’re going to walk.

A lot.

THE OLD “HOME BASE” IS GONE

One thing longtime SXSW attendees may miss is having somewhere to escape to.

The Convention Center provided:

Air conditioning.

Bathrooms.

Charging stations.

Seating.

Food.

Wi-Fi.

A place to regroup.

A place to look at your schedule.

A place to kill 30 minutes between sessions.

The new Clubhouses and venues provide some of those functions, but SXSW is no longer designed around one enormous central indoor space.

So plan accordingly.

CHARGE YOUR PHONE

This has always been good SXSW advice.

In 2026, it’s even more important.

Your phone is now your:

Map.

Schedule.

Ticket.

Reservation system.

Communication device.

Camera.

Transportation tool.

And party-finding machine.

Bring a portable battery.

You’ll thank yourself by 4 p.m.

THE NEW RESERVATION SYSTEM

Another major change is the way SXSW handles access.

For 2026, SXSW introduced a refreshed badge system that includes daily reservations.

Instead of simply relying on the old system of showing up and getting into whatever you could, attendees can use reservations to secure seats in advance for certain programming.

This changes how you should plan your day.

DON’T BUILD A RIDICULOUS SCHEDULE

Old SXSW strategy:

Put 14 things on your schedule and hope for the best.

New SXSW strategy:

Pick a few things you really care about and build your day around them.

If you have a reservation, protect it.

Don’t schedule something 20 minutes away immediately afterward.

Give yourself time to walk.

Find the entrance.

Get through security.

Use the bathroom.

And account for lines.

THE THREE-HOUR RULE

Here’s my new SXSW rule:

If you’re traveling from one side of downtown to another, give yourself more time than you think you need.

SXSW isn’t a normal week.

A five-minute walk can become a 20-minute walk because of crowds.

An intersection can be blocked.

A venue can have a line.

An activation can unexpectedly become the place everybody wants to be.

Don’t plan your day like you’re commuting through an empty downtown.

SXSW 2026 IS ALSO SHORTER

Another huge change:

SXSW 2026 runs seven days, March 12–18.

The Music Festival expanded to seven consecutive nights, while Innovation, Film & TV and Music programming run simultaneously throughout the festival.

That is a major change from the traditional longer SXSW schedule.

WHAT THIS MEANS FOR MUSIC

Music is no longer simply the thing that takes over after the conference portion winds down.

Music is happening alongside Film & TV and Innovation.

And SXSW expanded the Music Festival to seven nights.

That means you can have a day centered around Film & TV and finish the night with music without feeling like you’re switching from “SXSW conference” to “SXSW music.”

It’s all happening at once.

THE MUSIC CLUBHOUSE

The new Music Clubhouse at The Downright becomes an important anchor for music attendees.

Instead of always returning to the Convention Center, use the Music Clubhouse as one of your starting points.

Check what’s happening nearby.

Then work outward.

FILM & TV HAS ITS OWN HUB

For movie lovers, the Film & TV Clubhouse at 800 Congress becomes an important part of the new layout.

The Convention Center used to give Film attendees a giant central location.

Now the experience is more distributed.

This can actually be fun.

You’re moving between screenings, conversations, parties and venues instead of spending the entire day inside a convention center.

INNOVATION IS ALSO CHANGING

SXSW Interactive is now called SXSW Innovation.

The change reflects how much the technology side of SXSW has expanded beyond traditional interactive media.

AI.

Technology.

Business.

Creative industries.

Emerging technology.

Entrepreneurship.

The Innovation Clubhouse at Brazos Hall becomes one of the central locations for that world.

THE BEST WAY TO THINK ABOUT 2026

Don’t think:

“Where is SXSW?”

Think:

“Where is my SXSW today?”

That’s the difference.

THE NEW SXSW MAP

Your day might look something like:

Morning

Innovation Clubhouse

↓

Late morning

Session downtown

↓

Lunch

Food activation

↓

Afternoon

Film & TV Clubhouse

↓

Late afternoon

Brand activation

↓

Dinner

East Austin

↓

Night

Music showcase

↓

Late night

Unofficial party

That is the new SXSW.

AND YES — THE UNOFFICIAL SXSW IS STILL HUGE

Here’s something that hasn’t changed.

You don’t need to spend your entire SXSW inside official programming.

In fact, some of the best SXSW experiences happen outside the official schedule.

Brand activations.

Pop-up parties.

Day parties.

Free concerts.

Food events.

DJ sets.

Industry parties.

House parties.

Bar takeovers.

Rooftop events.

Pool parties.

And random events you didn’t know existed six hours earlier.

That’s still part of what makes Austin during SXSW so much fun.

THE UNOFFICIAL PARTY STRATEGY

Don’t plan every minute.

Leave gaps.

If you schedule every hour from 10 a.m. to 2 a.m., you’re going to miss half the things that make SXSW special.

Leave room for:

“What’s happening over there?”

That’s sometimes the best question you can ask during SXSW.

USE INSTAGRAM

This is one of the best ways to discover last-minute SXSW events.

Follow:

Austin venues.

Local DJs.

Bands.

Brands.

Restaurants.

Bars.

Event promoters.

SXSW photographers.

Local influencers.

And the official SXSW accounts.

A lot of unofficial events are announced on social media shortly before they happen.

CHECK EVENT LISTS CONSTANTLY

SXSW events change.

New parties appear.

RSVPs open.

Venues announce lineups.

Bands get added.

Brands announce activations.

A party that wasn’t on your radar at 9 a.m. can become the hottest event in town by 2 p.m.

Don’t assume your schedule is final.

THE BEST FREE SXSW STRATEGY

If you don’t have a badge, don’t assume SXSW is off limits.

Austin’s unofficial SXSW scene has always been enormous.

You can find free concerts, parties, brand activations, pop-ups and other events throughout downtown and nearby neighborhoods.

The trick is knowing where to look.

BUT HERE’S THE BIG CHANGE

Because the official SXSW footprint is more decentralized, the line between official SXSW and the rest of Austin becomes even blurrier.

You might walk from an official event directly into a giant brand activation.

Then into a restaurant hosting a showcase.

Then into a bar with a DJ.

Then into an unofficial party.

That’s the new SXSW experience.

DOWNTOWN IS THE FESTIVAL

The Convention Center used to be the center.

Now:

Downtown Austin is the center.

Congress Avenue.

Brazos.

6th Street.

Red River.

East Austin.

Hotels.

Bars.

Restaurants.

Music venues.

Theaters.

Pop-up spaces.

Clubhouses.

Everything becomes part of the ecosystem.

RESTAURANTS ARE EVEN MORE IMPORTANT

This is where SXSW gets really Austin.

You need to eat.

And you’re surrounded by some of the best restaurants in the city.

Don’t make every meal a sit-down two-hour dinner.

SXSW is not the time.

Think:

Breakfast tacos.

Pizza.

BBQ.

Tacos.

Burgers.

Food trucks.

Quick lunch.

Then save the long dinner for after the crowds thin out.

THE BEST SXSW FOOD STRATEGY

Eat earlier than everyone else.

If you’re hungry at noon, eat at 11:15.

If you’re hungry at 6, eat at 5.

The restaurant you can walk into at 5 p.m. may have a 90-minute wait at 7.

BARS ARE ALSO YOUR HOME BASE

Austin’s bars become unofficial SXSW headquarters.

You can walk into a bar and discover:

A band.

A DJ.

A sponsor.

A free drink.

A pop-up.

A celebrity.

Or absolutely nothing.

That’s the fun.

THE BEST SXSW BAR STRATEGY

Don’t spend six hours at one bar unless that’s specifically what you want.

Explore.

Walk.

Check what’s happening.

Move around.

SXSW rewards curiosity.

DON’T FORGET RAINEY STREET

Rainey Street remains an important part of the SXSW nightlife ecosystem.

But remember that the downtown footprint is changing.

Don’t assume every year will look exactly like the last.

Check current venue schedules before you make Rainey the centerpiece of your night.

RED RIVER IS STILL A MUST

If you’re going to SXSW for music, Red River remains one of the most important areas to explore.

It’s one of the places where Austin’s regular music scene and SXSW collide.

You’ll find official showcases.

Unofficial shows.

Local bands.

Touring artists.

Bars.

Late-night crowds.

And plenty of people walking around trying to figure out where they’re going next.

EAST AUSTIN

Don’t stay downtown the entire time.

East Austin continues to be an important part of Austin’s food, bar and music scene.

And SXSW brings even more activity to the area.

If you have a free afternoon, wander east.

You may find one of the best parties of the week.

TRANSPORTATION IS DIFFERENT NOW

This is another major consideration.

Because SXSW is more spread out, walking becomes even more important.

But so do:

CapMetro.

Bikes.

Scooters.

Rideshare.

Don’t try to drive everywhere.

You will lose your mind.

PARK ONCE

If you’re driving downtown:

Park once.

Then walk.

If you move your car every time you change locations, you’re going to spend half the day looking for parking.

USE CAPMETRO

CapMetro can be extremely useful during SXSW.

Use rail and buses when they make sense.

Especially if you’re coming downtown from another part of Austin.

And if you’re drinking:

Don’t drive.

THE SCOOTER WARNING

Scooters can be convenient.

But SXSW crowds can make downtown streets chaotic.

Use common sense.

Don’t fly down a packed sidewalk at 20 mph.

You’re not in Mario Kart.

THE NEW SXSW SECRET

Here’s the biggest thing to understand:

SXSW 2026 is not necessarily smaller because there is no Convention Center.

It’s different.

The festival has been redesigned around the city.

SXSW itself describes the new model as a downtown “pop-up creative village,” with Clubhouses acting as central hubs surrounded by programming.

That’s a completely different way of experiencing the festival.

WHAT LONGTIME SXSW PEOPLE WILL MISS

Let’s be honest.

There are things about the Convention Center that were convenient.

You could:

Escape the weather.

Sit down.

Charge your phone.

Use a bathroom.

Grab food.

Plan your next move.

Attend multiple sessions without walking outside.

That’s gone.

WHAT YOU MAY LIKE BETTER

But the new version has advantages.

You’re outside more.

You’re moving around Austin.

You’re discovering businesses.

You’re seeing more neighborhoods.

You’re interacting with smaller venues.

And the festival feels less like a convention and more like the citywide event SXSW always claimed to be.

THE 2026 SXSW DRESS CODE

Comfortable shoes.

Light layers.

Sunglasses.

Sunscreen.

Portable phone battery.

Small bag that meets venue requirements.

And something that makes you look good in a random Instagram photo.

Because you never know who you’re going to run into.

WHAT TO BRING

Phone

Portable charger

ID

Credit card

Comfortable shoes

Sunglasses

Sunscreen

Water

Small bag

Patience

That last one is mandatory.

WHAT NOT TO DO

Don’t:

Drive everywhere.

Schedule every minute.

Wear brand-new shoes.

Forget your phone charger.

Assume a free event means no line.

Assume an RSVP guarantees entry.

Assume you can walk into every venue.

Assume your schedule won’t change.

And don’t spend the entire week inside official SXSW programming.

THE BALLER ATX SXSW STRATEGY

Here’s how I would approach the new SXSW:

MORNING

Pick one major official event.

Don’t overload your schedule.

LATE MORNING

Explore.

Find a brand activation.

Grab coffee.

LUNCH

Eat somewhere fast.

AFTERNOON

Pick one major session or screening.

LATE AFTERNOON

Explore the Clubhouse closest to your interests.

EARLY EVENING

Find food.

NIGHT

Go to music.

LATE NIGHT

Find the unofficial party.

AFTER MIDNIGHT

Let the night decide where you go.

That’s SXSW.

THE BEST PART OF THE NEW FORMAT

You’re going to see more of Austin.

The Convention Center used to pull people into one location.

Now the festival pushes you outward.

And that’s a good thing.

You might discover a restaurant you’ve never tried.

A bar you’ve never entered.

A band you’ve never heard.

A venue you’ve never visited.

A part of downtown you normally walk past.

That’s what SXSW is supposed to do.

THE BIGGEST CHANGE OF ALL

For decades, people could say:

“I’m going to SXSW.”

And everybody understood that meant the Convention Center, 6th Street, parties, music and a giant downtown takeover.

Now SXSW is entering a new era.

The Convention Center is being rebuilt into a much larger facility, expanding from approximately 365,000 square feet to 620,000 square feet of rentable space when completed.

But that future building isn’t where SXSW happens today.

For now:

Austin is SXSW.

THE BOTTOM LINE

SXSW 2026 is the beginning of a new chapter.

The old Convention Center is gone.

The new one is years away.

And instead of putting SXSW on pause, the festival has turned the problem into the centerpiece of its new strategy.

Three new Clubhouses.

More distributed programming.

A downtown creative village.

Seven days of simultaneous Innovation, Film & TV and Music programming.

Seven nights of music.

More walking.

More exploring.

More Austin.

And potentially more surprises.

If you’re a longtime SXSW attendee, don’t try to recreate the SXSW you remember from 2018, 2019 or 2024.

That SXSW doesn’t exist this year.

Build your SXSW around neighborhoods instead of the Convention Center.

Pick a Clubhouse.

Pick a few must-see events.

Leave room for discoveries.

Walk.

Eat.

Drink.

Listen to music.

Find the unofficial parties.

And explore Austin.

Because for the next few years, SXSW isn’t going to have one giant building at its center.

The entire city is the venue.

And honestly?

That’s pretty damn baller.

It’s SXSW.

And if you don’t have a badge, wristband or industry credentials, don’t worry.

You can still have an incredible SXSW experience.

In fact, one of the biggest mistakes you can make is thinking you need a badge to enjoy SXSW.

You don’t.

The trick is knowing where to go, what to look for and how to navigate the city when thousands of other people have the exact same idea.

And if you’ve been around Austin long enough, you know the unofficial rule:

SXSW is happening everywhere.

THE FIRST RULE: DON’T PAY FOR EVERYTHING

SXSW can get expensive very quickly.

Badges cost hundreds or even thousands of dollars.

Hotels raise their prices.

Rideshares surge.

Restaurants get crowded.

And suddenly what started as “I’m just going to check it out” turns into a very expensive weekend.

But Austin has always had another side to SXSW.

Free concerts.

Outdoor stages.

Brand activations.

Pop-up events.

Parties.

Food.

Art.

Street performances.

And events happening around downtown that don’t require a badge.

That’s where you should focus.

SXSW 2025 RAN MARCH 7-15

The official 2025 SXSW festival ran March 7-15 in Austin.

The music portion ran March 10-15, while the film and television festival ran March 7-15. (sxsw.com)

That means Austin basically spends the middle of March operating under a completely different set of rules.

The downtown streets become crowded.

Hotels fill up.

Bars are packed.

Restaurants get lines.

And music comes out of almost every doorway.

THE BEST WAY TO EXPERIENCE SXSW WITHOUT A BADGE

Don’t think of SXSW as one event.

Think of it as a citywide scavenger hunt.

Your job is to find the free stuff.

And there is a lot of it.

The official SXSW Community Concerts program has historically included free performances, and Austin’s streets and surrounding venues also fill with unofficial showcases and brand-sponsored events.

The exact lineup changes every year, which is why you should start looking at event announcements in the weeks leading up to SXSW.

START DOWNTOWN

The easiest strategy is to start around downtown.

Sixth Street.

Congress Avenue.

Red River.

Rainey Street.

The Convention Center area.

These are the places where you’re most likely to run into something unexpected.

You might be walking to one event and discover another happening across the street.

That’s normal during SXSW.

SIXTH STREET IS A DIFFERENT ANIMAL DURING SXSW

If you normally think of Sixth Street as a bar district, forget that.

During SXSW, it becomes a giant festival corridor.

Music is coming out of venues.

People are walking everywhere.

Pop-up stages appear.

Brands take over spaces.

Restaurants are packed.

And the street itself becomes part of the show.

You don’t necessarily need a plan.

Walk.

Look.

Listen.

Stop when something catches your attention.

RED RIVER IS WHERE MUSIC FANS SHOULD GO

If your primary goal is music, spend time around Red River.

This is one of Austin’s most concentrated live-music districts, and during SXSW it becomes even more intense.

The Mohawk.

Stubb’s.

Cheer Up Charlies.

Elysium.

Valhalla.

Empire.

And other venues become magnets for musicians and fans.

You can spend hours walking around the neighborhood.

THE BEST SXSW STRATEGY: FIND THE UNOFFICIAL SHOWCASES

This is where Baller ATX-style SXSW comes in.

Don’t just search “SXSW schedule.”

Search for free SXSW parties, SXSW unofficial showcases, free concerts, SXSW day parties and SXSW free events.

Many unofficial events are hosted by record labels, local businesses, radio stations, magazines, brands and individual venues.

Some are free.

Some require RSVPs.

Some have capacity limits.

Some are completely open.

And some fill up immediately.

That’s why you need a backup plan.

RSVP WHEN YOU CAN

This is one of the biggest free-SXSW secrets.

If a free event has an RSVP option, use it.

It doesn’t necessarily guarantee entry.

But it can put you in a much better position than simply showing up.

And don’t assume “free” means “walk right in.”

During SXSW, free events can have huge lines.

SHOW UP EARLY

If there’s a band you absolutely want to see, get there early.

This is especially important for small venues.

A free showcase can reach capacity quickly.

And once the room is full, the fact that you didn’t pay doesn’t matter.

You’re still outside.

DON’T BUILD YOUR DAY AROUND ONE EVENT

This is the biggest mistake.

If you have one free showcase at 4 p.m., don’t spend the entire afternoon standing in line.

Give yourself options.

Have three or four potential events.

If one is packed, move.

If one isn’t what you expected, leave.

There’s always something else happening.

THE BEST PART OF SXSW IS WALKING

Seriously.

Walk.

This is one of the few times of year when you can leave one venue and stumble into something completely different five minutes later.

Maybe there’s a band.

Maybe there’s a food truck.

Maybe there’s a pop-up art installation.

Maybe there’s a celebrity.

Maybe there’s a giant inflatable whatever.

You never know.

That’s SXSW.

DON’T DRIVE DOWNTOWN

This should be obvious.

But every year people try it.

Don’t.

Parking gets expensive.

Traffic gets ugly.

Road closures happen.

Rideshare prices surge.

If you’re going downtown, park outside the core and walk, use public transportation or use a rideshare strategically.

The less time you spend sitting in traffic, the more time you have to enjoy SXSW.

IF YOU DO DRIVE, PARK ON THE EDGE

If you absolutely have to drive, look for parking outside the most congested area.

Then walk.

You might save money.

You might save time.

And you won’t have to deal with trying to move your car every time you want to go somewhere.

WEAR COMFORTABLE SHOES

This is not optional.

You’re going to walk.

A lot.

SXSW can turn into 15,000 or 20,000 steps before you even realize it.

Don’t wear brand-new shoes.

Don’t wear uncomfortable boots because they look cool.

Wear something you can walk in all day.

BRING A PORTABLE CHARGER

Your phone is going to be working overtime.

Maps.

Instagram.

Event schedules.

Texts.

RSVP confirmations.

Pictures.

Videos.

Rideshares.

Your battery can disappear quickly.

Bring a portable charger.

It might be the most important thing in your bag.

WATER IS EVEN MORE IMPORTANT

March weather in Austin can be unpredictable.

It can be cool.

It can be warm.

It can rain.

It can feel like summer.

You’re walking.

You’re standing outside.

You’re drinking.

Stay hydrated.

Don’t let SXSW turn into a dehydration competition.

EAT BEFORE YOU GET HUNGRY

This is another rookie mistake.

You wait until you’re starving.

Then you realize every restaurant is packed.

Don’t do that.

Eat early.

Find a food truck.

Grab tacos.

Get a sandwich.

Eat something substantial.

Then keep moving.

SXSW IS ONE OF THE BEST TIMES TO EAT AUSTIN FOOD

The food scene gets crazy during SXSW.

Restaurants create special menus.

Food trucks get busy.

Pop-ups appear.

Chefs host events.

Brands bring in food.

And you can find something happening almost everywhere.

But remember:

You don’t need a celebrity chef dinner to have a great SXSW meal.

Sometimes the best meal is a taco from a food truck while you’re walking to the next show.

THE FREE FOOD TRAP

Here’s a Baller ATX warning.

You’ll see signs advertising free food.

Free tacos.

Free drinks.

Free snacks.

Free everything.

And suddenly you’re standing in a line that takes an hour.

Don’t spend an hour in line for a free taco.

If the line is ridiculous, move on.

Austin has thousands of tacos.

THE FREE DRINK TRAP

Same thing.

A party offering free drinks sounds fantastic.

Until you realize 500 people are waiting outside.

If the line is short, go.

If it’s two blocks long, find another bar.

Your time is worth more than one free cocktail.

THE BRAND ACTIVATIONS CAN BE FUN

SXSW is filled with companies trying to get your attention.

Some activations are boring.

Some are incredible.

You might find a photo installation.

A gaming experience.

A food pop-up.

A music stage.

A celebrity appearance.

A weird interactive exhibit.

Don’t automatically skip them.

If something looks fun, go inside.

Just don’t spend your entire day standing in line because a company promised you a free T-shirt.

THE BEST FREE SXSW EVENT IS SOMETIMES THE ONE YOU DIDN’T PLAN

This happens constantly.

You walk down the street.

Hear music.

Look inside.

Find a band.

Stay.

Then realize you’re watching somebody who ends up becoming much bigger later.

That’s one of the reasons Austin locals love SXSW.

The city is full of discoveries.

MUSIC IS STILL THE HEART OF SXSW

SXSW has become enormous.

Film.

TV.

Technology.

Startups.

Brand events.

But music is still a huge part of what makes the festival feel like Austin.

And you don’t need a badge to hear it.

You can hear music spilling out of venues all over downtown.

THE BEST MUSIC STRATEGY

Don’t only chase famous artists.

If you see a huge name playing somewhere free, absolutely check it out.

But also find an unknown band.

Walk into a small venue.

Listen to 15 minutes.

If you like it, stay.

If you don’t, leave.

That’s how you find something new.

SXSW AND THE BAR SCENE

This is where Austin becomes completely insane.

Every bar wants your attention.

Some have live music.

Some have DJs.

Some have pop-up parties.

Some have themed events.

Some have celebrity appearances.

Some just have a packed patio.

Don’t feel like you need to visit the “coolest” bar.

The best bar is the one where you can actually get a drink.

RED RIVER AFTER DARK

Once the sun goes down, Red River becomes one of the best places to be.

Live music.

Crowds.

Bars.

Food.

People everywhere.

It’s loud.

It’s crowded.

It’s chaotic.

And it’s exactly what SXSW should feel like.

RAINEY STREET IS ANOTHER OPTION

If you’re looking for a more bar-focused night, Rainey Street is an obvious choice.

But during SXSW, it gets extremely busy.

If you don’t like crowds, go earlier.

If you want the full SXSW chaos, go later.

DON’T FORGET EAST AUSTIN

East Austin can be a great alternative to the downtown madness.

Restaurants.

Bars.

Pop-ups.

Music.

And plenty of unofficial events.

If downtown becomes too much, move east.

You’ll still feel like you’re in SXSW.

You’ll just be able to breathe.

THE PERFECT NO-BADGE SXSW DAY

Here’s the Baller ATX version:

10:00 a.m.

Breakfast tacos.

11:00 a.m.

Walk downtown and check out free activations.

12:30 p.m.

Free showcase or day party.

2:00 p.m.

Lunch.

3:00 p.m.

Find another free event.

5:00 p.m.

Happy hour.

6:00 p.m.

Walk Red River.

7:00 p.m.

Live music.

9:00 p.m.

Another showcase.

11:00 p.m.

Late-night tacos.

Midnight

One more venue.

1:30 a.m.

Go home.

You don’t need a badge.

You need comfortable shoes and a willingness to explore.

THE FREE WEEKEND VERSION

If you don’t want to deal with SXSW every day, pick one Saturday.

That’s enough.

Arrive early.

Do a few daytime events.

Eat.

Take a break.

Come back downtown around 6 p.m.

Then stay out late.

One well-planned day can give you the entire SXSW experience without destroying your wallet.

THE DATE-NIGHT VERSION

SXSW can actually be a fun date.

You don’t need a reservation.

You can wander.

Find music.

Try food.

Have a drink.

Watch people.

And if you don’t like the event you’re at, move.

The entire city is your backup plan.

THE FRIEND GROUP VERSION

Have everyone choose one thing.

One person chooses a band.

One person chooses food.

One person chooses a bar.

One person chooses an activation.

Now everybody gets to contribute.

And nobody gets to complain that the entire day was planned around somebody else’s favorite band.

THE SOLO VERSION

Going alone is even easier.

You can move faster.

You don’t have to wait for anybody.

You can squeeze into smaller spaces.

And you can leave whenever you want.

Just stay aware of your surroundings and keep your phone charged.

THE BIGGEST SXSW MISTAKE

Trying to do too much.

You don’t need 15 events.

You don’t need 10 bands.

You don’t need 12 free drinks.

You don’t need 50 pictures.

Pick a few things.

Actually enjoy them.

Then wander.

THE SECOND BIGGEST MISTAKE

Thinking SXSW is only for people with credentials.

It isn’t.

Credentials give you access to certain official programming.

They don’t give you exclusive access to Austin.

The city itself is still here.

And during SXSW, the city becomes the festival.

THE THIRD BIGGEST MISTAKE

Spending your entire day in line.

Don’t.

If a line is ridiculous, move.

There is something else happening.

The people standing in that line may spend two hours waiting for a party.

You could walk three blocks and discover an amazing band.

USE PREVIOUS BALLER ATX TIPS

The Baller ATX approach to SXSW has always been simple:

You don’t have to have credentials to have a good time.

You need to know where to look.

Find free events.

Find unofficial showcases.

Look for day parties.

Check local bars.

Look for food events.

Follow the music.

Walk downtown.

And don’t be afraid to leave something that isn’t worth your time.

YOUR PHONE IS YOUR BEST SXSW TOOL

Before leaving home, save your important event information.

Have addresses.

Have RSVP confirmations.

Have screenshots of event information in case your phone service becomes unreliable.

And don’t rely on one website.

Event information changes.

Shows get added.

Times change.

Venues change.

Check the latest information before leaving.

THE AUSTIN WEATHER RULE

Never trust the morning forecast completely.

SXSW can give you sunshine in the morning and rain in the afternoon.

Bring a light jacket.

Wear comfortable shoes.

Have a rain plan.

And don’t wear anything you would be devastated to ruin.

THE SXSW FOOD RULE

Don’t eat the same thing twice.

You have too many options.

If you see tacos, try them.

If you see barbecue, try it.

If you find a food truck you’ve never heard of, give it a shot.

March is one of the best months to explore Austin’s food scene.

THE SXSW MUSIC RULE

See something you’ve never heard before.

That’s mandatory.

If you leave SXSW having only watched artists you already knew, you missed half the point.

THE SXSW BAR RULE

Don’t spend the entire night at one bar.

Austin has too many options.

Walk.

Explore.

See what’s happening.

And remember that a packed bar isn’t necessarily a good bar.

Sometimes the empty place with a band playing in the corner is exactly where you should be.

THE BALLER ATX SXSW CHECKLIST

Wear comfortable shoes.

Bring a portable charger.

Bring water.

Eat before you’re starving.

RSVP for free events.

Show up early for must-see shows.

Have backup plans.

Walk between events.

Check out Red River.

Explore East Austin.

Try a food truck.

See at least one band you’ve never heard of.

Don’t spend all day in line.

Don’t drive downtown if you can avoid it.

Don’t assume free means unlimited access.

And don’t think you need a badge to enjoy SXSW.

THE BIGGEST SECRET

The biggest SXSW secret isn’t a particular party.

It isn’t a secret bar.

It isn’t a celebrity event.

It’s simply this:

Austin itself is the event.

During SXSW, you can walk down the street and hear a band you’ve never heard.

You can walk into a restaurant and find a special menu.

You can stumble into an art installation.

You can meet somebody from another country.

You can watch a movie.

You can hear a startup pitch.

You can see a famous musician.

And you can do all of that without ever showing a badge.

THE BOTTOM LINE

SXSW can be overwhelming.

It can be expensive.

It can be crowded.

It can be frustrating.

But it can also be one of the most exciting weeks of the year in Austin.

And you don’t have to spend hundreds of dollars to experience it.

Skip the expensive credentials if they aren’t your thing.

Find the free concerts.

Find the unofficial showcases.

Explore the food scene.

Check out the brand activations that actually look interesting.

Walk Red River.

Explore Sixth Street.

Hit East Austin.

Drink some water.

Eat some tacos.

And most importantly, follow the music.

Because the best SXSW experience isn’t necessarily the event you planned three weeks ago.

It’s the thing you stumble into while walking to something else.

That’s the real Austin SXSW experience.

And the best part?

You don’t need a badge to be part of it.

Every March, Austin becomes a different city.

Traffic gets worse.

Hotel prices go insane.

Downtown gets packed.

Music pours out of bars.

Brands take over parking lots.

Celebrities start appearing at restaurants.

And seemingly every empty piece of pavement becomes an opportunity for somebody to build a temporary stage.

It’s SXSW.

For people with badges, SXSW is a massive conference, film festival, music festival and networking event.

For everybody else, it can look like you’re locked out of the party.

You’re not.

One of the biggest misconceptions about SXSW is that you need a badge to experience it.

You don’t.

In fact, some of the most memorable SXSW experiences happen outside the official conference venues.

The key is knowing how Austin works during SXSW.

And after years of covering Austin events, Baller ATX has learned one important lesson:

Don’t try to do SXSW like a badge holder if you don’t have a badge.

Do it like an Austin local.

FIRST: UNDERSTAND WHAT YOU’RE NOT GETTING

Let’s be clear.

A SXSW badge gives you access to official programming, venues and events that aren’t necessarily available to the general public.

Without credentials, you’re not going to walk into every keynote, every panel or every official showcase.

That’s not the goal.

The goal is to take advantage of everything happening around SXSW.

And there is a lot.

The city fills with unofficial parties, outdoor concerts, brand activations, restaurant events, pop-ups and free shows.

Some require RSVPs.

Some have capacity limits.

Some are first-come, first-served.

Some are completely open.

And some events advertise themselves so heavily that you’ll wonder how anyone could possibly miss them.

SXSW 2024 RUNS MARCH 8–16

The official 2024 SXSW conference and festivals run March 8 through March 16.

Music is one of the biggest components, with showcases and performances spread throughout downtown and the surrounding entertainment districts.

Film and TV programming also takes over theaters across Austin.

And then there are the hundreds of unofficial events happening outside the official schedule.

That’s where Baller ATX comes in.

TIP #1: DON’T START DOWNTOWN AT 10 P.M.

This is probably the biggest mistake first-time SXSW visitors make.

They wait until nighttime.

Then they head downtown.

Then they discover everyone else had exactly the same idea.

If you don’t have credentials, start early.

Morning events.

Day parties.

Food pop-ups.

Brand activations.

Outdoor stages.

Panels open to the public.

Those are your opportunities.

By the time the sun goes down, you’ll already have had half a day of SXSW.

TIP #2: RSVP TO EVERYTHING

This is probably the most important rule.

If an unofficial party offers an RSVP:

Do it.

Even if you’re not sure you’re going.

Even if you have five other events scheduled.

Even if the event is free.

RSVP.

You can always decide later.

But if the event fills up and you didn’t RSVP, you may be out of luck.

This is especially important for brand parties, private showcases and popular day parties.

TIP #3: FREE DOES NOT ALWAYS MEAN WALK-IN

This is where people get confused.

An event might be advertised as “free.”

That doesn’t necessarily mean you can simply walk up and get inside.

Free may mean:

Free with RSVP.

Or:

Free while capacity lasts.

Or:

Free before a certain time.

Or:

Free for people who register online.

Read the details.

Don’t assume.

TIP #4: CHECK THE RSVP THE NIGHT BEFORE

SXSW changes quickly.

Events get updated.

Times change.

Venues change.

Additional performers are announced.

So if you’ve RSVPed to something several days ago, check it again before heading out.

The event website or organizer’s social media account may have updated information.

TIP #5: USE INSTAGRAM AS YOUR SXSW GUIDE

During SXSW, Instagram becomes one of the best ways to find out what’s happening.

Bars.

Restaurants.

Brands.

Musicians.

Promoters.

Event organizers.

They’re all posting.

Follow the places you already like before the festival begins.

Watch Stories.

Look for announcements.

Look for RSVP links.

Look for same-day events.

Sometimes the best party of the day doesn’t get heavily promoted until the morning it happens.

TIP #6: FOLLOW THE BARS

This is one of the easiest Baller ATX strategies.

Make a list of Austin bars and venues you already like.

Then check their SXSW schedules.

Places on Red River, Sixth Street, East Sixth, Rainey Street and South Congress often become part of the SXSW ecosystem.

Some host official showcases.

Some host unofficial parties.

Some host DJs.

Some bring in touring bands.

Some simply become packed with people.

Either way, they’re worth watching.

TIP #7: RED RIVER IS YOUR FRIEND

If you’re looking for live music without a badge, start with Red River.

The neighborhood already has a concentration of music venues, which means SXSW crowds naturally gravitate there.

Mohawk.

Empire.

Cheer Up Charlies.

Elysium.

Swan Dive.

Valhalla.

And the surrounding bars and restaurants.

You can spend hours walking around without ever needing to travel across the city.

TIP #8: GO TO EAST SIXTH

East Sixth is another great option.

During SXSW, bars and restaurants throughout the area get involved with events.

And unlike a giant festival venue, you can walk from place to place.

Find a show.

Grab a drink.

Walk outside.

Hear something coming from another bar.

Go investigate.

That’s how SXSW should be experienced if you’re going without credentials.

TIP #9: DON’T IGNORE SOUTH CONGRESS

South Congress can be slightly less chaotic than downtown while still giving you plenty to do.

Restaurants.

Bars.

Shops.

Pop-ups.

Outdoor events.

And plenty of people walking around.

It’s particularly good during the day.

Start with lunch.

Walk around.

Find a patio.

Check out a brand activation.

Then head downtown later.

TIP #10: DAY PARTIES ARE GOLD

If you’re trying to do SXSW without a badge, day parties are your best friend.

They are often easier to access than nighttime events.

Many are free.

Some have open bars.

Some have food.

Some have live music.

And some have surprisingly big names.

The best part?

You don’t have to stay until midnight.

You can attend a day party from noon to 3, then go somewhere else.

You’re building your own SXSW schedule.

TIP #11: FOOD IS A HUGE PART OF SXSW

Don’t make the mistake of thinking SXSW is only about music.

Austin restaurants know thousands of visitors are coming.

That means special menus.

Pop-ups.

Chef events.

Brand activations.

Food trucks.

Barbecue.

Tacos.

And plenty of free food at sponsored events.

If you’re doing SXSW on a budget, keep an eye out for events offering food.

You can turn a day of SXSW into breakfast, lunch, snacks and drinks without spending as much as you might think.

TIP #12: FOLLOW THE FOOD TRUCKS

Food trucks are another advantage for the badge-less SXSW visitor.

You don’t need a reservation.

You don’t need a ticket.

And you can usually find something quickly.

Tacos are the obvious choice.

But don’t limit yourself.

Austin’s food-truck scene is enormous.

Use SXSW as an excuse to try something you’ve never eaten.

TIP #13: DON’T CHASE CELEBRITIES

This is important.

You’re going to see famous people.

Maybe.

But don’t spend the entire day trying to find them.

SXSW is filled with celebrities, musicians, actors, executives and influencers.

You’ll hear rumors constantly.

“Someone saw so-and-so at this restaurant.”

“That actor is at this party.”

“That band is playing a secret show.”

Some of it will be true.

Some of it won’t.

And even if it is true, you may spend two hours chasing somebody who leaves five minutes before you arrive.

Go enjoy the festival.

If you happen to see somebody famous, cool.

TIP #14: SECRET SHOWS ARE REAL — BUT DON’T BUILD YOUR ENTIRE NIGHT AROUND THEM

SXSW has always had surprise appearances.

Bands show up.

Artists play unexpected sets.

Celebrities appear.

But secret events are exactly that.

Secret.

Don’t rely on them.

Have an actual plan.

Then if something unexpected happens, it’s a bonus.

TIP #15: GET OUT OF DOWNTOWN

SXSW doesn’t end at Congress Avenue.

Austin is a big city.

Some of the best unofficial parties happen outside the immediate downtown core.

Look at:

East Austin.

South Congress.

East Sixth.

Red River.

South Lamar.

The Domain.

Different neighborhoods have different events.

And if you’re willing to travel a little, you’ll have more options.

TIP #16: DON’T DRIVE DOWNTOWN

This should be obvious.

It isn’t.

Every year people attempt to drive directly into downtown during SXSW and then wonder why they’re stuck in traffic.

Don’t.

Park outside the busiest area.

Use rideshare.

Walk.

Use public transportation where practical.

And if you’re drinking, absolutely do not drive.

TIP #17: WEAR COMFORTABLE SHOES

You’re going to walk more than you think.

You may walk a mile between events.

Then another mile to food.

Then another mile because your next event is somewhere else.

Comfortable shoes are not optional.

They are SXSW survival equipment.

TIP #18: BRING A PORTABLE CHARGER

Your phone is going to get destroyed.

Maps.

Instagram.

RSVP emails.

Tickets.

Event websites.

Group texts.

Photos.

Videos.

Rideshare apps.

Everything depends on your phone.

Bring a portable charger.

Seriously.

TIP #19: DON’T OVERBOOK YOURSELF

This is the biggest mistake after not RSVPing.

People schedule:

12 p.m. event.

1 p.m. event.

2 p.m. event.

3 p.m. event.

4 p.m. event.

5 p.m. event.

6 p.m. event.

It looks great on paper.

It will never happen.

Austin traffic.

Lines.

Walking.

Events running late.

Security.

Crowds.

Give yourself time.

Two or three major events in a day is plenty.

Everything else is a bonus.

TIP #20: HAVE A BACKUP PLAN

If your main event has a huge line, leave.

Don’t stand there for two hours hoping.

Find another event.

This is the advantage of going without a badge.

You aren’t locked into a schedule.

If something doesn’t work, move.

SXSW WITHOUT A BADGE IS ABOUT BEING FLEXIBLE

This is the biggest lesson.

If you’re trying to recreate the official SXSW experience without credentials, you’re going to be frustrated.

Don’t.

Create your own.

Wake up.

Find breakfast.

Check Instagram.

Look at the day’s events.

Pick a couple.

Head downtown.

See what happens.

Maybe you get into the party you wanted.

Maybe you don’t.

Maybe you discover a band.

Maybe you find a food truck.

Maybe you end up at a bar you had never visited.

That’s SXSW.

THE BEST FREE THINGS AREN’T ALWAYS THE BIGGEST EVENTS

Don’t assume the biggest party is automatically the best.

Sometimes a small venue with a local band is much more fun.

Sometimes a tiny backyard party has better food.

Sometimes a bar you’ve never heard of has the best DJ.

Sometimes the biggest brand activation is just a giant line.

Explore.

THE BANGER’S SAUSAGE HOUSE STRATEGY

One of the easiest ways to build a day around East Austin is to start with food.

Grab something at a local restaurant.

Walk toward East Sixth.

Find a bar.

Check the day’s events.

Then move toward downtown as the afternoon develops.

You’re not trying to be everywhere.

You’re trying to enjoy the city.

DON’T FORGET ABOUT THE OFFICIAL FREE EVENTS

SXSW itself also offers programming and performances that don’t necessarily require the same credentials as every conference session.

Keep checking the official SXSW schedule as the festival approaches.

Events and access requirements can change.

The key is to look for anything specifically marked as open to the public or requiring free registration.

THE BLAZER-AND-SNEAKERS RULE

Austin SXSW fashion is simple.

Wear something that works for 80-degree weather.

And something that works for 50-degree weather.

Because you might get both.

Bring layers.

Wear comfortable shoes.

Don’t worry about looking like you’re attending a technology conference.

You aren’t.

You’re going to be walking around Austin all day.

THE BALLER ATX SXSW SURVIVAL KIT

Here’s what should be in your bag:

✔ Phone

✔ Portable charger

✔ ID

✔ Comfortable shoes

✔ Sunglasses

✔ Sunscreen

✔ Light jacket

✔ Water

✔ Event RSVP confirmations

✔ Rideshare app

✔ Patience

You’ll need all of them.

THE BOTTOM LINE

SXSW can seem intimidating if you don’t have credentials.

Don’t let it.

The badge is only one way to experience the festival.

The other way is to experience Austin during SXSW.

And honestly, that’s what we recommend.

Walk Red River.

Explore East Sixth.

Eat tacos.

Find a food truck.

Check out a day party.

Listen to a band you’ve never heard.

Grab a drink.

Find another event.

Talk to people.

Take pictures.

And let the city surprise you.

Don’t spend the entire week worrying about what you’re missing inside the convention center.

There is an enormous amount happening outside of it.

And the best part?

You don’t need a badge to experience Austin.

You just need to know where to look.

SXSW 2024: March 8–16.

No badge?

No problem.

Go have your own SXSW.

SxSw RSVP & Party List 2024

ballerATX.com

(best on computer, not phone friendly)

Let’s get one thing out of the way before SXSW takes over Austin: you do not need a badge to have an amazing SXSW.

Sure, having a badge makes things easier. You get access to official showcases, conference events and other parts of the festival that aren’t available to everyone. But if you’re an Austin local—or you’re visiting Austin on a budget—you can still have an absolutely ridiculous week without spending hundreds or thousands of dollars on credentials.

In fact, one of the best ways to experience SXSW is to forget about trying to get into everything.

The trick is to know where to look.

For years, Baller ATX has been telling readers essentially the same thing: RSVP, RSVP, RSVP.

And that advice is still one of the most important things you can do.

The difference between someone who has a great no-badge SXSW experience and someone who spends the entire week standing outside looking at a line is usually preparation.

SXSW is not one festival with one entrance.

It is hundreds of events, parties, concerts, brand activations, showcases, food events and unofficial parties spread throughout downtown Austin and surrounding neighborhoods.

Some require credentials.

Some require an RSVP.

Some are completely free.

Some are first come, first served.

Some have separate lines for people without badges.

And some events that look impossible to get into suddenly become accessible if you are willing to wait.

That is the game.

And in 2023, the best strategy is to build your own SXSW instead of trying to recreate the experience of someone with a Platinum badge.

FIRST RULE: GET YOUR FREE SXSW GUEST PASS

If you don’t have a badge, the first thing you should investigate is the SXSW Guest Pass.

This has long been one of Baller ATX’s favorite recommendations because it gives people without credentials access to a selection of free official SXSW programming.

The exact benefits can change from year to year, so check the official SXSW information before heading downtown, but the basic idea remains the same: there are official SXSW experiences available to the public.

And don’t assume that “free” means boring.

The official SXSW schedule has historically included free exhibitions, activations, outdoor performances and other events.

In 2023, SXSW’s official schedule itself included a substantial free-events section, including exhibitions and special events around the Convention Center and other downtown locations.

The important thing is to understand that free official events and credentialed events are two different things.

Don’t show up at an event assuming your Guest Pass gets you everywhere.

Check the event’s access requirements before you make the trip.

SECOND RULE: RSVP LIKE YOUR LIFE DEPENDS ON IT

This is the biggest piece of Baller ATX SXSW advice that has stood the test of time.

If an event says RSVP is required, RSVP.

Even if you aren’t sure you are going.

Even if you think the event will be easy to get into.

Even if you have five other parties you’re considering.

RSVP.

Why?

Because the unofficial SXSW party ecosystem is enormous.

Companies, record labels, radio stations, tech companies, brands, bars, restaurants, agencies and musicians all host events during SXSW.

Many are free.

Many don’t require a badge.

But they may require you to be on a guest list.

The old Baller ATX guide specifically recommended using websites, Facebook groups and other party listings to find free events for people without badges.

That advice is still gold.

The best no-badge SXSW experience isn’t necessarily found on the main SXSW website.

It’s found by hunting down the parties happening around the official festival.

And in 2023, there are already community-maintained lists circulating that compile unofficial events specifically for people looking for no-badge access.

THIRD RULE: HAVE A PLAN A, B, C AND D

This may be the most important tip of the entire article.

Do not build your SXSW schedule around one event.

You will get rejected.

You will encounter a line.

The venue will hit capacity.

The party will close early.

Your Uber will take forever.

Your friend will want tacos.

You will discover a better party two blocks away.

Something will happen.

That’s SXSW.

Baller ATX has recommended creating a schedule with Plan A, B, C and D because the festival offers so many events simultaneously that trying to stick rigidly to one schedule is almost guaranteed to cause frustration.

Think of your schedule like this:

Plan A: The party you really want to attend.

Plan B: Another event within walking distance.

Plan C: A free concert or activation nearby.

Plan D: Find a bar with live music and see what happens.

That last option is important.

Don’t underestimate the value of wandering around Austin during SXSW.

Some of the best experiences happen because you were walking to one place and heard music coming from another.

THE SECRET IS LOCATION

You don’t want to spend half your night traveling across Austin.

During SXSW, downtown becomes extremely crowded.

That means walking is often your best friend.

Instead of choosing a party in South Austin at 2 p.m., another party in East Austin at 4 p.m. and something downtown at 6 p.m., build your afternoon around one neighborhood.

Red River is a perfect example.

You can walk between venues, find food, hear multiple bands and make decisions as you go.

Sixth Street is another obvious option, although it can become extremely crowded.

East Austin is also worth exploring because numerous bars, restaurants and venues are close together.

The goal is simple:

Move less. Experience more.

DON’T BE AFRAID OF THE “NO BADGE” LINE

Here’s another Baller ATX trick worth remembering.

If you see a massive line at a party, don’t automatically turn around.

Ask what the line is for.

Some events have separate badge, wristband, RSVP and general-admission lines.

Some give priority to credentialed attendees but allow everyone else in when capacity permits.

Baller ATX’s longstanding advice is to walk up and ask at the door rather than assuming you can’t get in. The worst thing they can do is tell you no.

And yes, sometimes you will be told no.

That’s why you have Plan B.

DON’T SPEND THE ENTIRE DAY WAITING IN ONE LINE

This is one of the easiest ways to ruin SXSW.

You arrive at 1 p.m.

You see a huge line.

You decide to wait.

Two hours later, you’re still waiting.

Now you’ve missed three other events.

Don’t do it.

Give yourself a reasonable cutoff.

If the line isn’t moving after 30 or 45 minutes, ask yourself whether the event is worth sacrificing the rest of your afternoon.

If the answer is yes, stay.

If not, move.

There are too many things happening during SXSW to spend half the day standing behind 200 people.

USE THE FREE OFFICIAL EVENTS TO YOUR ADVANTAGE

The official free programming is especially useful because it gives you somewhere to go between parties.

In 2023, SXSW’s official free-event schedule included things like Flatstock 84, free exhibitions, brand activations and other public programming.

These events can also give you a break from the madness.

Go into the Convention Center.

Enjoy the air conditioning.

Use the bathroom.

Charge your phone.

Walk around.

Get out of the sun.

Then head back outside.

This is especially important because SXSW can involve an unbelievable amount of walking.

THE CONVENTION CENTER BATHROOM TRICK

Here’s one of the oldest Baller ATX survival tips:

Know where the clean bathrooms are.

The Austin Convention Center has a ton of bathrooms, and Baller ATX has long recommended using them rather than spending half your day searching for a restroom. Hotel lobbies downtown are another useful option for a quick bathroom stop.

You will thank us later.

Especially after you’ve been drinking all afternoon.

BRING A PHONE CHARGER

Your phone is basically your SXSW lifeline.

You are going to use it for:

RSVP confirmations.

Maps.

Schedules.

Texts.

Instagram.

Photos.

Ride shares.

Finding your friends.

Finding parties.

Checking whether a line is moving.

And figuring out where you are going next.

Your battery will disappear.

Bring an external battery.

Bring a charging cable.

Charge whenever you get the opportunity.

There is nothing worse than getting separated from your friends downtown with a dead phone.

BRING CASH

Even in 2023, don’t assume every vendor is going to take your preferred payment method.

Bring some cash.

And bring small bills.

Baller ATX has recommended having $1 bills available for tipping and keeping some cash available for food trucks and other vendors that may not accept cards.

You don’t want to be the person standing at a food truck with a $20 bill while everyone behind you is waiting.

EAT SOMETHING

This sounds obvious.

It isn’t.

SXSW is notorious for people drinking all afternoon while forgetting that their bodies require food.

Don’t do that.

If a party has food, eat it.

If there are fruits and vegetables available, eat those too.

Baller ATX has specifically recommended taking advantage of free food at parties rather than treating SXSW like one giant day-drinking competition.

And if you don’t find free food, Austin has plenty of affordable options around the festival footprint.

Tacos.

Pizza.

Burgers.

Food trucks.

Barbecue.

Whatever you can get your hands on.

Eat before you drink heavily.

Then eat again later.

Your future self will appreciate it.

WATER. WATER. WATER.

We’re going to steal one of Baller ATX’s most important pieces of advice and put it in giant letters:

DRINK WATER.

The old Baller ATX guide recommends having water after every one or two alcoholic drinks.

That’s good advice.

SXSW involves walking.

Standing.

Dancing.

Sun.

Alcohol.

Crowds.

And potentially long days.

You don’t want to make it to 9 p.m. and realize you’re exhausted, dehydrated and already done.

The goal isn’t to win SXSW by drinking the most.

The goal is to still be functioning by Saturday.

TAKE BREAKS

This is another old Baller ATX rule that should absolutely remain in the guide.

Sit down.

Seriously.

If you find an empty chair, sit down.

If there is a shaded area, use it.

If you can sit under a tree, do it.

If you need air conditioning, walk into the Convention Center.

Your body doesn’t care that you have another party at 3 p.m.

Take ten or fifteen minutes.

Recharge.

Drink water.

Check your phone.

Then keep going.

SXSW is a marathon, not a bar crawl.

DRESS FOR AUSTIN, NOT INSTAGRAM

SXSW weather is unpredictable.

It can be hot.

It can be cold.

It can rain.

It can be beautiful.

It can be all four in the same week.

Baller ATX’s longstanding recommendation is to dress in layers and wear sunscreen.

Wear comfortable shoes.

This may be the single most important clothing decision you make.

You’re going to walk.

A lot.

Do not wear brand-new shoes because they look good in photographs.

Wear shoes you can walk in for ten hours.

Your feet will determine your SXSW experience more than your outfit will.

FREE DOESN’T ALWAYS MEAN EASY

This is something first-time SXSW attendees often don’t understand.

An event can be free and still be extremely difficult to enter.

Free does not mean guaranteed entry.

Capacity still exists.

Venues still have fire codes.

Badge holders may have priority.

RSVP guests may have priority.

VIPs may have priority.

And some parties simply become more popular than organizers expected.

That’s why you need backups.

The official SXSW schedule itself labels certain programming as free, but that does not mean every free event is automatically available to everyone at every moment.

Read the access rules.

Look for RSVP requirements.

Arrive early for something you really want.

And keep moving when necessary.

LOOK FOR DAY PARTIES

If you don’t have a badge, day parties can be your best friend.

A huge number of unofficial events happen during the afternoon.

These are often easier to access than late-night showcases because people are spread across the city.

You can find food.

Drinks.

Music.

Brand activations.

Games.

Networking.

And sometimes surprisingly big artists.

The 2023 community lists showed just how many unofficial events were happening outside the official SXSW credential system.

The key is to start looking before SXSW actually begins.

Don’t wait until you’re standing on Sixth Street.

FOLLOW THE PARTY, NOT THE BADGE

This may be the biggest Baller ATX philosophy of all.

SXSW is not about proving that you have credentials.

It’s about experiencing Austin.

If you find a great free party, stay.

If you discover a band you love, watch the entire set.

If somebody tells you about a barbecue party around the corner, go investigate.

If you see a crowd gathered outside a venue, find out what’s happening.

The people who have the most fun at SXSW aren’t necessarily the ones with the most expensive badges.

They’re the ones who know how to navigate the city.

AND THEN THERE’S THE MUSIC

This is still Austin.

At some point, forget the parties.

Go listen to a band.

The official festival’s free programming can include music and outdoor performances, while the unofficial ecosystem provides countless additional opportunities to see artists. The point is to take advantage of the sheer amount of music happening throughout the city.

You may walk into a venue expecting to stay for 20 minutes and end up staying for the entire set.

That’s SXSW.

And that’s why Austin becomes such an incredible music city during March.

DON’T FORGET THE FOOD

SXSW can make people think the festival is only about music, technology and film.

It isn’t.

Austin’s food scene becomes part of the festival too.

Restaurants get packed.

Food trucks get busy.

Bars create special menus.

Brands throw food events.

And some of the best unofficial parties are essentially giant food-and-drink events with music attached.

If you’re going to spend your entire day downtown, take advantage of it.

Try something you’ve never eaten.

Go somewhere you normally wouldn’t visit.

And remember that the restaurants and bars are part of what makes SXSW work.

THE ULTIMATE NO-BADGE SXSW DAY

Here’s how we’d do it.

10:00 a.m.

Start with breakfast.

Not glamorous.

Necessary.

Eat.

Drink water.

Charge your phone.

11:00 a.m.

Head downtown.

Check out an official free exhibition or activation.

Get inside somewhere with air conditioning.

1:00 p.m.

Hit your first unofficial day party.

If there’s food, eat.

If there’s free water, drink it.

If there’s a band you like, stay.

3:00 p.m.

Move to another nearby event.

Don’t cross the entire city.

Walk whenever possible.

5:00 p.m.

Take a break.

Sit down.

Eat.

Charge your phone.

Drink water.

6:30 p.m.

Start your evening music plan.

Pick a neighborhood and stay there.

9:00 p.m.

Check out a showcase or party.

If the line is ridiculous, use Plan B.

11:00 p.m.

Find another venue.

Or find tacos.

1:00 a.m.

Go home.

Yes.

Go home.

You do not get extra SXSW points for staying out until 4 a.m. every night.

AND PLEASE—GET HOME SAFELY

This is one piece of advice that should never change.

SXSW means drinking.

It means crowds.

It means late nights.

And it means a lot of people trying to get around downtown at the same time.

Baller ATX has long recommended carpooling or splitting rideshares with friends and making transportation part of the plan rather than figuring it out after everyone has been drinking.

Don’t drink and drive.

Don’t get into a car with someone who has been drinking.

Use a rideshare.

Take public transportation when practical.

Walk when you’re close enough.

And stay with your friends.

THE BOTTOM LINE

You don’t need a SXSW badge.

You need a phone.

A charger.

Comfortable shoes.

A little cash.

A plan.

A backup plan.

And the willingness to walk into something you’ve never heard of.

RSVP to everything that looks interesting.

Get the Guest Pass if it’s available and useful for the programming you want.

Look for unofficial parties.

Use free official events.

Ask about access at the door.

Don’t spend two hours standing in one line.

Eat.

Drink water.

Take breaks.

Wear sunscreen.

Wear layers.

And don’t try to do everything.

You can’t.

Nobody can.

SXSW is too big.

Instead, pick the things that sound fun and build your own festival.

That’s the secret.

The person with the $1,000 badge isn’t automatically having more fun than the person walking around Austin with a free RSVP and a taco in their hand.

Sometimes the person with the taco is having a much better day.

And that’s the beauty of SXSW.

For one week every March, Austin becomes one giant festival.

You can spend a fortune trying to experience it.

Or you can spend almost nothing.

Either way, the city is waiting.

Welcome to SXSW. Now get out there and make it count.

If there is one month when Austin stops feeling like a normal city and starts feeling like the center of the universe, it is March. Balleratx has you covered on insta and fb.

After a quieter start to the year, Austin’s streets, restaurants, bars and music venues are about to be overwhelmed by SXSW, and this year’s festival is bringing the city’s famous combination of music, food, technology, film and nightlife back into the spotlight. But SXSW isn’t the only thing happening. March is also bringing new restaurants, new bars, major concerts and plenty of reasons for locals to explore the city before the spring crowds arrive.

The biggest event on the calendar is obviously SXSW 2022, which runs March 11 through March 20.

For ten days, Austin becomes a giant collection of conferences, concerts, film screenings, parties, pop-ups, brand activations and unofficial events. Downtown becomes the epicenter, but SXSW stretches far beyond the Convention Center. Music venues, restaurants, bars, hotels, parks and businesses throughout the city become temporary stages and gathering places.

The official music festival alone features hundreds of artists performing throughout Austin, with venues ranging from established clubs to temporary stages. This year’s lineup includes major names such as Keith Urban, St. Vincent, Charlie XCX, Kacey Musgraves, Pusha T, Måneskin and Japanese Breakfast, along with a huge collection of emerging artists.

For music fans, March is one of the best times of the year to be in Austin.

You can walk into a bar you’ve never visited and discover a band you’ve never heard of.

You can see an established artist in a tiny venue.

You can stumble across a pop-up concert while walking downtown.

And you can spend an entire night moving from one venue to another without ever needing to plan exactly where you’re going.

That unpredictability is part of what makes SXSW different.

The festival isn’t contained behind a fence.

It takes over the city.

For Baller ATX readers, though, the music is only half the story.

The food scene gets just as busy.

Restaurants throughout downtown, East Austin, South Congress and other popular neighborhoods are preparing for the massive influx of visitors. Reservations become harder to get, bars get busier and restaurants begin creating special menus and events designed specifically for the festival crowd.

SXSW is essentially a ten-day advertisement for Austin food.

Visitors arrive wanting barbecue.

They want tacos.

They want breakfast tacos.

They want craft cocktails.

They want margaritas.

They want food trucks.

And they want to know where locals actually eat.

That makes March one of the best months for Austin restaurants to show off.

One of the most interesting new additions to the food scene is Este, the coastal Mexican restaurant from the team behind Suerte. The restaurant is located on Manor Road and focuses on seafood and coastal Mexican cuisine, with dishes influenced by the food traditions of Mexico’s Pacific coast.

Este is particularly worth watching because it represents a direction Austin’s Mexican food scene has increasingly taken.

The city has plenty of excellent Tex-Mex and taco restaurants.

But newer restaurants are going much deeper into regional Mexican cooking.

Instead of simply serving “Mexican food,” chefs are focusing on particular regions, ingredients and techniques.

Este’s seafood-centered menu fits perfectly into that movement.

And with SXSW visitors arriving from across the country, it is exactly the kind of restaurant that can become an instant destination.

Another highly anticipated restaurant opening is Maie Day, the new steakhouse from the team behind Olamaie. Located at South Congress Hotel, Maie Day is bringing a classic steakhouse concept to one of Austin’s most popular dining and shopping districts.

South Congress is already one of the easiest areas in Austin for visitors to experience several different sides of the city in one afternoon.

You can shop.

Grab coffee.

Eat lunch.

Have a cocktail.

Listen to live music.

And now you can add another major steakhouse to the list.

That makes the area particularly attractive during SXSW when visitors are looking for places to eat between events.

But March isn’t just about expensive dinners.

Austin’s food truck scene remains one of the easiest ways to experience the city without spending a fortune.

During SXSW, food trucks become particularly important because festivalgoers need something quick between concerts, panels and film screenings. Trucks throughout downtown and nearby neighborhoods can turn into unofficial festival destinations.

Tacos are especially popular.

And nobody should be surprised when a line starts forming outside a truck that normally has only a handful of customers.

That’s SXSW.

Everything gets busier.

The same thing happens with Austin’s bars.

Downtown is about to become one enormous nightlife district.

Sixth Street.

Red River.

Rainey Street.

Congress Avenue.

East Austin.

Everywhere will be busy.

Bars that are normally neighborhood hangouts suddenly have tourists standing outside.

Cocktail lounges get reservations.

Music venues fill.

Rooftops become packed.

And every empty piece of sidewalk seems to become a gathering place.

The trick for locals is knowing when to embrace the chaos and when to avoid it.

If you love crowds and discovering new music, SXSW is one of the best times of the year to be downtown.

If you hate crowds, March is probably the month to explore restaurants and bars outside the central festival areas.

Either way, the city is going to be busy.

And then there are the unofficial parties.

Some of Austin’s most memorable SXSW experiences happen outside the official festival.

Brands rent buildings.

Record labels host showcases.

Restaurants organize parties.

Bars book special performers.

Companies give away food and drinks.

Local businesses host events that don’t require an official SXSW badge.

For Austinites, these unofficial events are often where the festival becomes most accessible.

You don’t necessarily need a wristband to experience SXSW.

You just need to know where things are happening.

That is one reason March can be so much fun for Baller ATX readers.

There is always something going on.

Even if you don’t attend a single official conference session, you can still walk downtown, listen to music, discover a new restaurant, grab a drink and stumble into an event.

The city becomes the festival.

Music isn’t the only part of SXSW either.

The film festival brings premieres, screenings and celebrities into town, while the interactive and conference portions attract entrepreneurs, technology companies, artists and business leaders from around the world.

For restaurants and bars, that means a constantly changing customer base.

One night you might be surrounded by musicians.

The next night it’s filmmakers.

Then technology executives.

Then college students.

Then tourists.

Austin becomes an international meeting place.

And the food and nightlife industries get to serve all of them.

Outside the official festival, March is also the beginning of Austin’s spring outdoor season.

The weather is warming up.

Patios are becoming more attractive.

Outdoor concerts are returning.

Breweries are getting busier.

Restaurant patios are filling up.

People are spending more time outside.

That makes March one of the best months to explore Austin’s outdoor drinking and dining scene.

A brewery afternoon can easily turn into dinner.

Dinner can turn into a concert.

A concert can turn into drinks.

And drinks can turn into tacos.

That is the Austin March itinerary.

Another thing to watch this month is the continued growth of Austin’s cocktail scene.

New bars and restaurants are increasingly emphasizing specialty cocktails instead of simply offering the standard beer-and-well-drink menu.

Austin has become a serious cocktail city, and SXSW gives those bars a huge opportunity to introduce themselves to visitors.

A good cocktail bar can become one of the most talked-about discoveries of someone’s trip.

That is why March is such an important month for new businesses.

A restaurant that opens quietly in January can suddenly find itself packed with SXSW visitors in March.

A new bar can gain thousands of new customers in a single week.

A local chef can suddenly get national attention.

And a small music venue can host an artist who becomes the next big thing.

SXSW has always been about discovery.

That is true for restaurants and bars just as much as it is for music.

So if you’re looking for something new to do this month, don’t automatically head to the places you’ve already been.

Try something new.

Eat at a restaurant that just opened.

Check out a new cocktail bar.

Go see a band you’ve never heard of.

Walk down a street you normally drive past.

Try a new food truck.

That’s how you experience Austin during March.

The city is changing quickly, and SXSW makes those changes much easier to see.

By the middle of the month, downtown will be packed.

Music will be coming from nearly every direction.

Restaurants will be full.

Bars will be busy.

People will be standing in lines.

The sidewalks will be crowded.

And Austin will once again feel like the unofficial capital of live music, food, technology and nightlife.

For Baller ATX, March is the month to get out and experience it.

You don’t need to attend every SXSW event.

You don’t need to buy an expensive badge.

You don’t need to spend every night downtown.

You just need to take advantage of the fact that the entire city is putting on a show.

March is when Austin becomes Austin.

The music is everywhere.

The food is everywhere.

The bars are packed.

New restaurants are opening.

New businesses are trying to make a name for themselves.

And thousands of visitors are coming to town looking for the next great thing.

The best part?

Some of those visitors are going to discover something that locals already know.

Austin is pretty damn good at throwing a party.

Go Behind the Scenes at SXSW… for FREE!

When you think of SXSW, you think of the parties, the shows, the drinks, and the FUN! And the best way to experience everything SXSW has to offer is to have that magical official badge. But how do you get a badge on a budget?! VOLUNTEER for SXSW. I know what you’re thinking. “I don’t have enough time to volunteer! So many hours! It’s too much work!” But no worries… there are different levels of time commitment, and the best part is you’ll get to see the inner workings of this amazing conference/festival!

Make your schedule work and sign up to volunteer. You work some (mostly easy) shifts, you get a badge. A badge most people pay WELL over $1800 for. It’s almost too good to be true! There are plenty of crews who need volunteers, so head on over to https://volunteer.sxsw.com/register/ to learn more.

There is no longer a “Volunteer Call” where you must sign up for shifts in person. All shift sign-up is now done online, and is currently OPEN!

You’ll get into SO many parties, lounges, panels, films, shows, etc. that you wouldn’t have if you didn’t have that badge. RSVPing can only get you so far… so help out, get a badge, and have the best SXSW ever!

March in Austin normally means one thing:

SXSW.

For decades, South by Southwest had transformed Austin every spring.

Music venues filled.

Restaurants became packed.

Downtown sidewalks became crowded.

Brands took over buildings.

Musicians appeared on tiny stages.

Movie premieres brought celebrities.

And for roughly two weeks, Austin became the center of the entertainment world.

Balleratx.com biggest week every year is SxSw. we get more than a million unique vistors that hit up this website looking for free events.

Then COVID happened.

SXSW 2020 was canceled.

That cancellation became one of the defining moments of the early pandemic in Austin.

A year later, SXSW returned — but not in the way anybody expected.

SXSW 2021 was held primarily online.

Instead of thousands of visitors descending on Austin, attendees logged in from home.

The festival became a digital experience featuring music, film, technology, panels and other programming.

For Austin, it was surreal.

The city was accustomed to seeing SXSW physically everywhere.

Instead, March 2021 arrived without the usual crowds.

No massive lines downtown.

No endless streams of people walking between venues.

No packed bars.

No streets overflowing with festival attendees.

The economic impact was enormous.

Restaurants, bars, hotels, rideshare drivers, musicians, temporary workers and countless other businesses depend heavily on SXSW.

The festival doesn’t simply bring people to Austin.

It creates an ecosystem around those people.

When the crowds disappeared, so did much of the business.

But SXSW 2021 still represented something important.

It proved the festival could survive.

It also demonstrated how much the entertainment industry had changed.

Virtual concerts and online panels had become normal.

Artists could perform for audiences without traveling.

Conferences could bring together people from around the world without putting everyone into one convention center.

The question was whether virtual SXSW could ever replace the real thing.

For anyone who had experienced SXSW in Austin, the answer was probably obvious.

It couldn’t.

The magic of SXSW has always been connected to Austin itself.

The tacos.

The bars.

The weird venues.

The crowds.

The musicians playing unexpected shows.

The random celebrity sighting.

The feeling that something could happen on the next block.

You can’t completely recreate that online.

Still, SXSW 2021 was an important bridge.

It kept the festival alive during a year when holding the traditional event was impossible.

And it gave Austin something to look forward to.

The city would eventually welcome SXSW crowds again.

Restaurants would fill.

Hotels would recover.

Bars would become packed.

Musicians would return to stages.

But March 2021 was different.

It was the year Austin’s biggest festival became a digital festival.

And looking back, it is one of the clearest snapshots of how much the pandemic changed Austin.

by Traci Mondragon

Much to the seasoned Austin spring festival-goer’s delight…the FADER Fort is back for SXSW 2019!

The fort will return to it’s 2018 digs, at 1501 E. 7^th St, which last year boasted a lush green lawn, plenty of stage-viewing space, and fun activities for attendees.

This always anticipated, invite-only event will showcase artists CHARLY BLISS, LIL GOTIT, MEGAN THEE STALLION, OMAR APOLLO… plus many more acts to be announced!

The FADER FORT welcomes Intrinsic Wines and Spotify as new sponsors. Spotify Premium members will get some exclusive access and perks… so stay tuned for those details! FADER FORT is happening March 13-15…so stay tuned for updates!

by Traci Mondragon

After weeks of teasing, and giving us glimpses of their first-ever book, FADER FORT: Setting The Stage, on Instagram, the FORT is back for SXSW 2018!

Although the space has moved a bit farther east to 1501 E. 7^th St, it is once again a more intimate, invite-only event. But last year, small space did NOT mean smaller acts, as Lizzo, Cardi B, and Bishop Briggs rocked the stage.

This year, the FORT will showcase artists SOB X BRE, Now, Now, YBN Nahmir, and Soccer Mommy (with over 20 more acts to be announced!) and their new book will be available for purchase on-site.

The FADER FORT welcomes Pabst Blue Ribbon and Smirnoff Vodka as a new sponsors, who join past sponsors Jack Daniel’s Tennessee Whiskey and vitaminwater® to keep attendees refreshed! They also welcome new sponsors New Balance, SPiN, and Apple Music’s Beats 1. Prepare for an amazing week if you are among the lucky invitees. FADER FORT is happening March 14-16…so stay tuned for updates!