Festival City
How Austin Became a Favorite Festival Destination
Written by John T. Davis
In the beginning, there was the Austin Aqua Festival. In the end, it was lame.
What began in 1962 as a fun, hometown salute to Austin’s river-and-lakes aquatic benison, featuring a Little Miss Aquafest beauty contest, themed music nights and water parades, sputtered to a halt 36 years later in a dusty welter of overpriced concert acts, political acrimony and red ink.
That was then.
As Aquafest was entering its last painful throes, a handful of upstarts inspired by a New York music conference conceived of a “spring break for the music business,” and South By Southwest made its debut in 1987.
Today, thanks in large measure to SXSW and the Austin Film Festival (now in its 18th year), the Texas Book Festival (founded in 1995) and the Austin City Limits Festival (which turns 10 this year), the city has become a year-round festival destination.
Austinites, especially those living in the newly minted condo towers downtown and the neighborhoods south of the river, can’t seem to swing a dead cat without hitting some doofus with a laminated pass and a swag bag.
There is a festival seemingly every month, sometimes every week, and the diversity is astonishing: biker rallies, food-and-wine festivals, gay-pride festivals, film festivals, gay film festivals, barbeque festivals, yoga festivals, Jewish book festivals, hot-sauce festivals, and music festivals of such profusion and variety as to blow the mind and numb the ear. The city sometimes seems to exist mostly as a backdrop for one group of black-clad out-of-towners after another (“grackles with credit cards,” as writer Michael Corcoran once characterized the SXSW crowd).
A seven-page, single-spaced printout from the Austin Convention & Visitors Bureau lists no less than 35 festivals during the course of 2011, and that is far from a complete list of events. (By comparison, the traveltex.com state tourism website lists approximately 247 festival events throughout the state).
“I never really have to sell Austin,” says Clay Smith, literary director of the Texas Book Festival, who travels to New York every year to meet with publishers and agents. “It sells itself. It has this sort of vibe for New Yorkers and people in L.A. They want to go to Barton Springs, to South Congress, to East Sixth Street.”
Rose Reyes, director of music marketing for the Austin Convention & Visitors Bureau, agrees, adding that people are drawn to Austin, thanks to its reputation as a place to have fun, be yourself and unwind.
“People really come to Austin to take it all in,” she says. “They really plan their visits around where they’re going to get their breakfast tacos. We’re a festival capital, and we love it; it helps us tell our story. People might come to ACL or SXSW, but they fall in love with the city and want to come back.”
Lindsay Hoffman, festival marketing manager for C3 Presents, which produces the Austin City Limits Music Festival, concurs, saying the citizenry plays an essential part in making the city desirable.
“I genuinely think it’s the people of Austin that make this a top destination for festivals,” she says. “Austinites are hospitable, helpful and warm, and that is so important because it’s not just what happens at the festivals, but at the coffee shop and the hotel and the gas station.”
But is it too much of a good thing?
“You’re asking the wrong person,” Reyes says. “We [the ACVB]love the city to be busy, for the hotels and restaurants and live music venues to be full at all times.”
Reyes does say the city is beginning to ration the use of popular parks such as Waterloo Park or Zilker by festival producers.
“Downtown residents might complain about the Republic of Texas biker rally or SXSW, but that’s why people want to move to Austin and live downtown,” says Reyes, who personally looks forward to the Texas Hill Country Wine & Food Festival, the Pachanga Latino Music Festival, the Fun Fun Fun Fest and the East Austin Studio Tour each year. “It’s vibrant. It’s alive. It’s a mixture of visitors and residents, and we don’t want to change that.”
It’s not only downtown-based citizens who feel jostled. Sometimes the festivals jostle up against one another. This year, for the first time, the Texas Book Festival and the Austin Film Festival are overlapping the same weekend in October. The juxtaposition has to do with UT’s football schedule. A Longhorn home game trumps everything in terms of sold-out hotel space. Organizers of the TBF, AFF and the Austin City Limits Music Festival have to float their festivals’ dates around the university’s away-game schedule, which changes each year.
Making the best of the situation, the book festival and the film festival have been working hard to create complementary programming that will allow fans at each fest to sample the other.
“It’s a really beautiful partnership because it’s two festivals that are devoted to writing,” says TBF’s Smith, alluding to the Austin Film Festival’s focus on screenwriting. “There’s a real affinity there.”
To the Austin Film Festival’s executive director and co-founder Barbara Morgan, the city has a collection of elements that make it a festival magnet.
“I think part of it is the weather, that we live in a truly beautiful place [where]people want to come. There’s a thriving art and creative community — a maverick culture. People come here to be outside and to experience that creative culture. One way that culture is manifested is through festivals.”
Then there is the university, and that endless well of engaged, excited young people.
“You cannot disregard UT in the formula of how we manage to have so many of these kinds of events and why so many of them have become successful,” Morgan says. “There’s a constant pool of potential volunteers and interns, and a constant pool of ticket-buyers — all new, all young, all excited about your event.”
Back in 1987, Roland Swenson didn’t have an event to be excited about, so he created his own. Along with co-founders Louis Jay Meyers and The Austin Chronicle’s publisher Nick Barbaro and editor Louis Black, Swenson was intrigued by the idea of a music-industry festival and conference modeled on New York City’s New Music Seminar. The end product, of course, was SXSW.
“When I attended NMS, one of the things that impressed me about it was the festival and the nightclubs,” says Swenson, SXSW’s managing director. “I thought, this could happen in Austin. Austin had the diversity of musical styles that made it unusual and desirable. And we had the venues. … When we started out, we said, this will be great for Austin’s economy, but that wasn’t our primary goal. We wanted to create an event that would expose people to interesting new things and familiar old things in one setting. I think that’s one of the draws of a successful festival: creating a critical mass by drawing all of these creative people together in one place at one time.”
Today, SXSW (which is actually three overlapping events highlighting music, film and interactive media) is the chain-smoking, over-caffeinated, cellphone-yammering, so-hip-I’m-bored-shitless 800-pound gorilla on the city’s cultural calendar. Happening as it does each March, running concurrently with Rodeo Austin and the University Interscholastic League sports competitions, SXSW turns the city into a loud and festive parking lot for pretty much the entire month.
The economic impact of SXSW and the other March events is staggering. According to the Austin Music Office, SXSW 2008 had an economic impact of $110 million, making it the city’s highest revenue-producing special event.
The Austin American-Statesman broke out some numbers for March of this year in a story published on May 15: $73.8 million in hotel receipts; 801,553 logged through at ABIA, a record; $20.8 million in wine, liquor and beer sales in downtown bars and restaurants. Not bad for one 30-day stretch in an otherwise unremarkable month.
Swenson, for his part, is not surprised at the proliferation of festivals in the city. Just look around, he says.
“Austin’s culture has always had a cosmopolitan atmosphere because of the people who come here from all around the world to teach or study at UT,” he says. “And the demographic here is pretty young, and the income is on the higher side. So you’ve got this young, active population that likes to go out and do things.”
The other big pole in the festival tent is, of course, the Austin City Limits Music Festival, which will take place Sept. 16 through 18 this year at Zilker Park. Originally founded, in part, to help build out the brand of the long-running PBS music series of the same name, the ACL Music Festival has become the rare festival entity that sells out each year, even before the lineup is announced. This year’s 10th-anniversary affair spans generations, with headliners ranging from Stevie Wonder to Kanye West.
Fans at ACL have complained of crowding and inconvenience almost since the festival’s inception. But C3’s Hoffman says the organic nature of the festival experience and the changing fortunes of the acts themselves make it impossible to precisely control events like crowd flow.
“Every year, we conduct a fan survey and use the feedback as a jumping-off point to make the festival experience even better than the prior year,” Hoffman says. “But at the end of the day, there are certain things we can’t control like a lesser-known band gaining a huge following and changing the anticipated flow of traffic in the park.”
Like SXSW, ACL is an economic powerhouse. Last year, according to economic consulting firm Angelou Economics, the festival poured some $73.7 million into the city’s economy.
Those are the sorts of numbers the city cannot ignore, especially in these difficult economic times. To that end, the City, the Austin Police Department, the Austin Music Office, the Parks Department and the ACVB have developed close working relationships with festival producers, helping with street closures, outdoor gathering logistics, hotel bookings and other infrastructure minutiae.
“When we started the Austin Film Festival in the early 1990s, I don’t think this was the direction the city was planning to go,” says AFF’s Morgan. “They were trying to lure all this high-tech business and looking at business models that were more traditional. Now they’ve picked up on the fact that, wow, this [festival industry]is a business model, too, and it’s bringing people to town.”
So, the Austin festival calendar stays booked. But might there be room for one more itsy-bitsy little festival? Something fun and accessible, homegrown, funky, indigenous to our landscape and even a little (dare we say it) weird? Maybe something with boats and a floating night parade and pretty girls in bathing suits and some mix of local music, be it Tejano corridos or east side blues or German oom-pah polkas.
Maybe, just maybe, it’s time to close the circle with a new old-fashioned Austin Aqua Festival.
133 Comments
KjO10t Very good blog article.Really thank you! Cool.
You need to participate in a contest for the most effective blogs on the web. I all recommend this site!
Thank you ever so for you blog post.Much thanks again. Cool.
Im obliged for the blog.Much thanks again. Great.
Your opinion is valueble for me. Thanks!
You have touched some pleasant factors here. Any way keep up wrinting.
This is one awesome article.Really looking forward to read more. Much obliged.
wonderful issues altogether, you simply received a new reader. What could you recommend in regards to your put up that you simply made a few days ago? Any certain?
wow, awesome article post.Much thanks again. Awesome.
Wow! This could be one particular of the most helpful blogs We have ever arrive across on this subject. Actually Wonderful. I am also an expert in this topic therefore I can understand your hard work.
Really appreciate you sharing this blog post.Much thanks again. Much obliged.
I value the blog article.Really thank you!
it as time to be happy. I have learn this publish
louis neverfull it truly is an remarkable present in neatly style.
Thanks for sharing, this is a fantastic blog article.Much thanks again. Will read on
This is a good tip especially to those new to the blogosphere. Short but very accurate information Appreciate your sharing this one. A must read post!
I was recommended this website by my cousin. I am not sure whether this post is written by him as no one else know such detailed about my trouble. You are wonderful! Thanks!
Looking forward to reading more. Great blog article.Really thank you! Cool.
Perfect piece of work you have done, this internet site is really cool with excellent information.
I was reading through some of your blog posts on this website and I conceive this website is rattling instructive! Retain posting.
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your website is magnificent, let alone the content!. Thanks For Your article about sex.
Thank you ever so for you blog post.Really looking forward to read more. Really Great.
Utterly pent subject material , regards for information.
Loving the info on this web site, you have done outstanding job on the articles.
Steel roofing is roofing your own house made of metal,
Major thanks for the post.Really thank you! Really Great.
This website was how do I say it? Relevant!! Finally I have found something which helped me. Kudos!
You could certainly see your skills in the work you write. The world hopes for even more passionate writers like you who aren at afraid to say how they believe. Always follow your heart.
This can be a set of phrases, not an essay. that you are incompetent
Really informative article post.Really looking forward to read more.
Wow, incredible blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your website is fantastic, let alone the content!
Wow, great blog post.Really thank you! Want more.
You are my inspiration , I have few blogs and occasionally run out from to brand.
Looking forward to reading more. Great blog article.Really thank you! Awesome.
uvb treatment There are a lot of blogging sites dedicated to celebrities (ex. Perez Hilton), love, fashion, travel, and food. But, how do I start one of my own specialty?.
therefore where can i do it please assist.
Well I sincerely liked reading it. This tip offered by you is very practical for proper planning.
We are a group of volunteers and starting a new scheme in our community.
the idea beach towel should be colored white because it reflects heat away-
My brother recommended I might like this web site. He was totally right. This post truly made my day. You can not imagine just how much time I had spent for this information! Thanks!
That as truly a pleasant movie described in this paragraph regarding how to write a piece of writing, so i got clear idea from here.
What a stuff of un-ambiguity and preserveness of valuable knowledge regarding unexpected feelings.|
Simply wanna say that this is very useful, Thanks for taking your time to write this.
Michael Kors Grayson Will Make You A Noble Person WALSH | ENDORA
It is usually a very pleased day for far North Queensland, even state rugby league usually, Sheppard reported.
Im thankful for the article post.Really looking forward to read more. Awesome.
Would you be occupied with exchanging hyperlinks?
Would love to incessantly get updated great web site!.
Thanks for the blog article.Really thank you! Great.
Major thankies for the blog post.Thanks Again. Keep writing.
This article will help the internet viewers for creating new blog or even a weblog from start to end.|
I was suggested this blog by my cousin. I am not sure whether this post is written by him as nobody else know such detailed about my difficulty. You are wonderful! Thanks!
You have brought up a very great details , thanks for the post.
Wow! This could be one particular of the most helpful blogs We ave ever arrive across on this subject. Basically Great. I am also a specialist in this topic so I can understand your effort.
I was suggested this website by my cousin. I am not sure whether this post is written by him as no one else know such detailed about my difficulty. You are wonderful! Thanks!
Incredible! This blog looks exactly like my old one! It as on a completely different topic but it has pretty much the same layout and design. Great choice of colors!
moment but I have bookmarked it and also included your RSS feeds,
Say, you got a nice article post.Really looking forward to read more. Will read on
Regards for helping out, great info. аЂааЂ I have witnessed the softening of the hardest of hearts by a simple smile.аЂ аЂа by Goldie Hawn.
Outstanding story there. What happened after? Take care!
P.S Apologies for being off-topic but I had to ask!
I saw someone talking about this on Tumblr and it linked to
Very good blog article.Really thank you! Will read on
Would love to constantly get updated outstanding website !.
LOUIS VUITTON HANDBAGS LOUIS VUITTON HANDBAGS
Wow! Thank you! I always needed to write on my blog something like that. Can I take a fragment of your post to my site?
particularly wonderful read!! I definitely appreciated every little
Sources Wow! Thank you! I continuously needed to write on my blog something like that. Can I take a portion of your post to my site?
I think the admin of this site is genuinely working hard
Thanks for sharing this fine write-up. Very interesting ideas! (as always, btw)
This blog is definitely cool and also informative. I have chosen a lot of useful things out of it. I ad love to go back again soon. Thanks a lot!
of money in getting high quality Search engine optimization software if you begin
Major thankies for the blog post.Really thank you! Keep writing.
you ave got a great weblog right here! would you prefer to make some invite posts on my weblog?
There is apparently a lot to identify about this. I believe you made certain good points in features also.
pretty beneficial stuff, overall I consider this is well worth a bookmark, thanks
Say, you got a nice blog post.Really looking forward to read more. Awesome.
You made some clear points there. I looked on the internet for the subject matter and found most guys will agree with your blog.
I’аve learn several good stuff here. Definitely value bookmarking for revisiting. I surprise how a lot attempt you put to make such a wonderful informative web site.
Major thankies for the blog post.Much thanks again. Cool.
Muchos Gracias for your article.Really looking forward to read more.
This is one awesome blog article.Really looking forward to read more.
Wonderful work! That is the type of info that should be shared around the internet. Shame on Google for no longer positioning this put up upper! Come on over and consult with my website. Thank you =)
Thank you for your article.Really looking forward to read more. Much obliged.
I think this is a real great blog post.Much thanks again. Fantastic.
In fact no matter if someone doesn at know after that its up to other viewers that they will help, so here it happens.
I think this is a real great article post.Really looking forward to read more. Fantastic.
Very good article.Really looking forward to read more. Fantastic.
My brother suggested I might like this website. He was entirely right. This post actually made my day. You can not imagine simply how much time I had spent for this information! Thanks!
Just discovered this blog through Bing, what a way to brighten up my year!
shopping so appаА аЂааА аЂаling. There are mаА аЂаny things which eveаА аБТy Internet shopper
I surely did not realize that. Learnt some thing new these days! Thanks for that.
tiffany and co Secure Document Storage Advantages | West Coast Archives
You are my inhalation, I have few blogs and occasionally run out from brand . Truth springs from argument amongst friends. by David Hume.
Very good information. Lucky me I came across your website by chance (stumbleupon). I have book-marked it for later!
Just wanna remark on few general things, The website style is ideal, the topic matter is rattling good
It as hard to find educated people in this particular subject, however, you seem like you know what you are talking about! Thanks
Some really choice blog posts on this web site , saved to fav.
to carry this out efficiently, appropriately and safely.
Thanks for sharing, this is a fantastic article.
that is the end of this write-up. Right here you
Very nice article, just what I was looking for.
I think this is a real great post.Thanks Again. Fantastic. this site
If you know of any please share. Thanks!
read!! I definitely really liked every little bit of it and
You have made some decent points there. I looked on the net for more information about the issue and found most individuals will go along with your views on this web site.
Keep up the excellent piece of work, I read few posts on this web site and I think that your web site is really interesting and contains circles of good information.
pretty handy material, overall I feel this is well worth a bookmark, thanks
Thanks-a-mundo for the post.Much thanks again.
You are so cool! I don’t believe I have read through a single thing
Wow, fantastic blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your website is excellent, as well as the content!
You, my friend, ROCK! I found exactly the info I already searched all over the place and simply could not find it. What a great web site.
This blog is the greatest. You have a new fan! I can at wait for the next update, bookmarked!
Recent Blogroll Additions I saw this really great post today.
Outstanding story there. What occurred after? Good luck!
Some really superb content on this web site , thanks for contribution.
Just wanna input that you have a very decent web site , I the layout it actually stands out.
Louis Rams on Saturday in San Diego, as he led the Seahawks to a winning season and for the year.
It as not that I want to duplicate your website, but I really like the layout. Could you let me know which theme are you using? Or was it especially designed?
I think this is a real great post.Thanks Again. Keep writing.
I went over this internet site and I conceive you have a lot of great information, saved to favorites (:.
It as fantastic that you are getting ideas from this paragraph as well as from our dialogue made here.
Thank you for your post.Much thanks again. Fantastic.
These online stores offer a great range of Chaussure De Foot Pas Cher helmet
My brother suggested I might like this web site. He was entirely right. This post truly made my day. You cann at imagine simply how much time I had spent for this information! Thanks!
Pretty! This was a really wonderful post. Thank you for supplying these details.
Really enjoyed this blog post. Want more.
Say, you got a nice post.Really looking forward to read more. Keep writing.
well happy to share my knowledge here with mates.
I will bookmark your blog and check again here regularly.
I’аve read several outstanding stuff here. Unquestionably worth bookmarking for revisiting. I surprise how lots attempt you set to generate this kind of great informative web page.
So great to find somebody with some unique thoughts on this issue.
you ave gotten an awesome weblog right here! would you prefer to make some invite posts on my blog?