I know this first-hand from 15 years of attending (14 in-person, 1 virtually). In that time I’ve spoken four times, helped multiple brands activate and engage at the conference, attended the inaugural SXSW V2V in Las Vegas, and have served as a member of the SXSW Advisory Board for seven years.
I directly credit SXSW, the connections I’ve made there, and the things I’ve learned with impacting my career in significant ways.
But you have to put a lot in to get a lot out. And many do…
“Businesses shouldn’t go to SX for the sheer number of opportunities. They should go because no other festival or conference on the planet creates a mindset like SX. It’s this ready-for-disruption mentality that makes SXSW one of the most productive conference for businesses. You can create 1,000 scenarios for people to mingle and meet at CES or Dreamforce, but you can’t fabricate a mindset. People go to SXSW to be inspired. They go to learn about new ideas. They go to start movements and take risks, and—of course—snap stories (there were more than 105 million views of Snapchat Live Stories last year). B2C companies show up for the baked-in amplification offered by the conference’s size and scope. But combined with that mindset, SX becomes a powerful place for B2B companies to forge relationships, incept ideas and build sales, too.”
SXSW GO is the official mobile app for the conference. You can browse the session, lounge and speaker lineup and create your personal schedule to sync with all of your devices. During the event there will be late-breaking sessions and schedule changes, the app is the very best way to keep track. Get it here: iOS, Android.
This is an interactive+film+music festival in Austin, TX. Dress casually. Don’t overthink it. Be you. No suit jackets!
Wear comfortable walking shoes. By the second day you’ll be glad you did.
If you’re going to pick up swag, bring a backpack. But I recommend to travel light. Just don’t forget that backup battery and/or charging cord.
Bring a jacket that can tolerate rain. Austin isn’t really built for downpours and many event venues are designed around patios or open air courtyards. Stay dry!
If there’s one session you care a lot about, schedule your day around getting into it. This is a critical piece of advice. Pick one or two a day and then work around them.
Seek out the smartest, weirdest, most disruptive topics and experiences you could not get back home. The curation of breakthrough content and thinkers at SXSW is amazing — take advantage.
Do not go to any sessions that are essentially case studies you could read about online. Instead, make a note for yourself to go read those when you get home.
Do not go to any sessions where you yourself could be on the panel. You’re already a subject matter expert. Go learn something new!
Do not to go any sessions with a movie, television or social media celebrity. The lines are often huge, the content isn’t great, and there’s probably a niche session down the hall where you’ll find more value.
If a session is a let-down, get up and walk out immediately. Look at the rooms next to your session, and there is most likely something amazing nearby with lots of open seats.
Go to every session in your schedule early, and expect to wait in line. Lines are long and rooms will fill up quickly.
Most keynotes are simulcast in empty rooms at every conference space and archived as streams online, so don’t stress about getting back to the convention center to see keynotes each day.
Badges can be picked up at the Austin Convention Center. Do this as soon as possible upon your arrival to Austin!
Austin is famous for its BBQ and tacos. Be sure to eat some! There is nothing sadder than eating a sad convention center ham and swiss sandwich when you’re in Austin, Texas.
Eat a big breakfast each day. Lunch breaks can be hit or miss, depending on the sessions you pick. A protein bar in your bag will help you power through that next session.
Eat a good dinner each night. Make dinner reservations in advance and invite strangers you meet during the day to hang out and share what they heard during the day. You can’t hit every session, but this gives you an exponential window into what you missed.
Innovators and creative thinkers from around the world have traveled to Austin. Meet them! When you’re standing in lines, sitting in a session, or hanging out in a lounge. Every corner of Austin is filled with smart people – say hello and introduce yourself!
Network like crazy. Don’t hang out with your crew from back home. Meet and befriend the creatives, innovators, and disruptors sitting next to you in sessions, standing in line with you for the restroom, and sitting outside of the convention center. These chance encounters are just as valuable as the content. Don’t be shy!
Spend time with your coworkers when you get back processing, writing, and sharing your takeaways and connections. And don’t forget to formally connecting with the amazing people you met via LinkedIn.
TOO BIG OR JUST RIGHT?
SXSW has grown so large that it’s not easy to attend casually and get the most out of the experience. That means the conference can get a bad rap as a boondoggle at a scale too large to be of value. But that’s entirely unfair. Rather, I contend that this is the global hub of innovation and creativity in our space — no wonder it has grown so large!?! There is a reason this event attracts speakers like President Obama, Mark Zuckerberg, Elon Musk, and NASA astronauts. If you put in the effort, its benefits are unrivaled by any other event.
So plan ahead. Get in line early! If a session stinks, get up and find something better! Network your butt off! Learn something.
And merchandise!! Be sure to share your thoughts on social media. Then host an all-staff, brown-bag-lunch session or special meeting when you’re back to share your insights. Create a dialog about what you’ve heard and what challenged you. Show your boss and coworkers why the investment was worth it! For example, here’s my 2022 SXSW recap. BOOM.
LET’S HANG OUT IN AUSTIN
Want to hang out? Best way to hook up is text — 612-845-1020.