SXSW Marks Triumphant In-Person Return to Austin

Following three long years of COVID lockdowns and rigid restrictions on in-person events, South by Southwest returned in full force to the streets of downtown Austin this past week.

Initially canceled just one week shy of its scheduled dates in 2020, the 2021 edition was an exclusively virtual event. Returning to its former glory for 2022, Austinites and local businesses rejoiced over the revival of a beloved annual tradition.

SXSW 2022 featured a total of 1,500 showcasing musical artists, along with 101 presentations from the SXSW Film Festival. Despite the smaller attendance numbers compared to festivals from years past, many exhibitors felt the more intimate crowds allowed for a better chance to spotlight their work. SXSW Chief Programming Officer Hugh Forrest expressed his satisfaction with the success of this year’s event, stating:

“I think everything generally went as planned. We benefitted from people just being excited to be back at SXSW with face to face interactions, after two years of up-and-down COVID restrictions.”

A shining marquee of A-list names lit the way for this year’s festival programming, including performances from high-profile artists such as Dolly Parton, Beck and Lizzo, and documentary films centered around stars including Sheryl Crow, Tanya Tucker, and Brandi Carlile.

This year’s event comes as Russia’s unprovoked onslaught against Ukraine reaches its grim one-month milestone, prompting the festival to shine light on the war and its consequences. Saturday night’s programming featured Ukrainian vocalist Oleksandra Zaritska, backed by a number of local Austin artists who performed alongside her in a show of support for Ukraine. Festival organizers announced via email that SXSW will issue donations to refugee relief efforts via Global Giving, as well as through an independent media outlet known as Kyiv Independent.

While attendance numbers were slightly lower than past editions of SXSW, local business owners are breathing a collective sigh of relief. Historically, SXSW and the spring festival season are monumental to the survival of Austin’s downtown district, accounting for as much as 50% of annual revenue for many local bars, restaurants and retail outlets. According to a study commissioned by SXSW, the festival’s economic benefits to the area totaled an estimated $356 million in 2019 alone.

Michele Van Hyfte, vice president of urban design for the Downtown Alliance, noted the much-welcomed boost in local revenue, stating:

“Since SXSW 2022 attendance did not reach 2019 levels, the economic impact may not reach 2019 levels. However, the additional revenue will provide much-needed relief to not only businesses that have been waiting for an in-person spring festival season for two years, but also to the dozens of new businesses now operating in downtown.”

The festival’s return signals a boom in tourism to the Austin area, with current numbers signaling a return to pre-COVID norms. In the fourth quarter of 2021 alone, tax collections reached levels rivaling those in pre-pandemic 2019. According to Tom Noonan, CEO of Austin’s convention and visitor’s bureau, ripple effects of SXSW will be felt across Austin’s business sector in the weeks and months ahead, marking what will hopefully become a new trend of steady growth.