REGULAR MEETING of the TOURISM COMMISSION WEDNESDAY, September 9, 2026, AT 2:30 P.M. CITY HALL, COUNCIL CHAMBERS ROOM 1001 300 W. 2ND STREET AUSTIN, TEXAS Some members of the Tourism Commission may be participating by videoconference. The meeting may be viewed online at: http://www.austintexas.gov/page/watch-atxn-live Public comment will be allowed in-person or remotely via telephone. Speakers may only register to speak on an item once either in-person or remotely and will be allowed up to three minutes to provide their comments. Registration no later than noon the day before the meeting is required for remote participation by telephone. To register to speak remotely, contact April Thedford, (512) 404-4054 or april.thedford@austintexas.gov CURRENT COMMISSIONERS: Ed Bailey, Chair, District 5 Greg Chanon, District 2 Francisco “Cisco” Gamez, District 1 Stefani Mathis, District 8 Maxwell "Max" Pearce, District 7 Catherine Whited, District 9 AGENDA CALL TO ORDER PUBLIC COMMUNICATION: GENERAL Cristina Masters, Vice Chair, District 10 Bishop Chappell, District 6 Sophia Gonzalez, District 4 Anna Panossian, Mayoral Dani Pruitt, District 3 The first 10 speakers signed up prior to the meeting being called to order will each be allowed a three- minute allotment to address their concerns regarding items not posted on the agenda. APPROVAL OF MINUTES 1. Approve the minutes of the Tourism Commission Regular Meeting on July 8, 2026. DISCUSSION ITEMS 2. Presentation by SXSW regarding SXSW’s Economic Impact, Opportunities and Challenges related to the Convention Center construction, insights into SXSW Global Expansion, and Media Acquisition Benefits. Presentation by Peter Lewis, Chief Commercial Officer. 3. Presentation by Circuit of the Americas regarding COTA’s Economic and Visitor Impact, and Expansion Opportunities. Presentation by John Villarreal, Director of Government Relations. WORKING GROUP UPDATE 4. Update from Hotel Occupancy Tax (H.O.T.) Grant Programs Working Group. FUTURE AGENDA ITEMS ADJOURNMENT The City of Austin is committed to compliance with the Americans with Disabilities Act. Reasonable modifications and equal access to communications will be provided upon request. For assistance, please contact the Liaison or TTY users’ route through 711. A person may request language access accommodation no later than 48 hours before the scheduled meeting. Please call or email April Thedford at Austin Convention Center, at (512) 404-4054 or april.thedford@austintexas.gov to request service or for additional information. For more information on the Tourism Commission please contact April Thedford at (512) 404-4054 or april.thedford@austintexas.gov. The next Tourism Commission meeting will be on October 14, 2026.
TOURISM COMMISSION REGULAR MEETING MINUTES WEDNESDAY, July 8, 2026 The Tourism Commission convened in a Regular meeting on Wednesday, July 8, 2026, at 301 W. 2nd Street in Austin, Texas. Chair Ed Bailey called the Tourism Commission Meeting to order at 2:35 p.m. Commissioners in Attendance: • Ed Bailey, Chair, District 5 • Cristina Masters, Vice Chair, District 10 • Greg Chanon, District 2 • Francisco “Cisco” Gomez, District 1 • Sophia Gonzalez, District 4 • Stefani Mathis, District 8 • Anna Panossian, Mayoral • Dani Pruitt, District 3 • Catherine Whited, District 9 PUBLIC COMMUNICATION: GENERAL None present. APPROVAL OF MINUTES 1. Approve the minutes of the Tourism Commission Regular Meeting on June 10, 2026. The minutes from the Tourism Commission regular meeting on June 10, 2026, were approved on Commissioner Channon’s motion, Vice Chair Masters’s second on a 9-0 vote, Commissioner Chappell and Commissioner Pearce were absent. DISCUSSION ITEMS 2. Presentation by Austin Arts, Culture, Music, and Entertainment, regarding an overview of the Hotel Occupancy Tax Grants. The presentation was made by Laura Odegaard, Acting Division Manager. 1 Discussed. 3. Presentation by Austin Woman’s Club, 2026 Heritage Preservation Capital Grant recipient, regarding an overview of the organization, its role in the tourism industry and plans for their heritage grant. The presentation was made by Mary Ann Golden, President. Discussed. 4. Presentation by Preservation Austin, 2026 Heritage Event Grant recipient, regarding an overview of the organization, its role in the tourism industry and plans for their heritage grant. The presentation was made by Bridget Gayle Ground, Learning and Engagement Manager. Discussed. DISCUSSION AND POSSIBLE ACTION ITEMS 5. Discuss and approve the annual report of the Tourism Commission. Discussed. No action taken. WORKING GROUP UPDATE 6. Commissioner Pruitt provided an update from the Hotel Occupancy Tax Grant Programs Working Group. The working group is continuing to reviewing the grant application process; collecting and reviewing data received from grant recipients; and learning more about the grant recipients. The working group will continue to meet and will provide an update at the next monthly meeting. STAFF BRIEFING 7. Staff briefing on commission deadlines and resources. The presentation was made by April Thedford, Commission Liaison. Chair Bailey adjourned the meeting at 4:35 p.m. without objection. 2
SXSW 2027 SXSW 2027 A brief overview of SXSW for the Austin Tourism Commission 1 Where the world convenes Where the world convenes Every March since 1987, SXSW turns Austin into the meeting place for the people shaping what's next. Four festivals — Music, Film & TV, Innovation, and Comedy — run at once across downtown, so a filmmaker, a founder, a marketer, and a musician all move through the same seven days. That convergence creates maximum impact for our attendees and our city. 2 SXSW INNOVATION CONFERENCE SXSW MUSIC FESTIVAL & CONFERENCE SXSW FILM & TV FESTIVAL & CONFERENCE SXSW COMEDY FESTIVAL The ideas, technology, and founders defining the next decade of business and culture. A must attend for brands, marketers, and creators. Seven nights of showcases and the discovery that breaks tomorrow's headliners. Not just a festival, it’s the industry event for the music business. Premieres, screenings, and the creators redefining how stories get made and seen. It’s up-and-coming talent crossing red carpet paths with Oscar-winners. The comics and shows setting the tone for what the culture laughs at next. Comedy is a sharp filter on what’s next in culture. 3 SXSW by the numbers SXSW by the numbers 200K+ 75+ 2,000+ $375M+ Creators, founders, and executives converge on Austin across the conference and festivals. Countries represented — a genuinely global room your delegation steps into. Conference sessions across four festivals — a full week to build a schedule around. Annual economic impact — the scale of the platform your group plugs into. 4 Economic Impact Economic Impact 'South By,' as Austin residents call it, has become an economic powerhouse, its effect on the local economy akin to hosting a Super Bowl, reaching $356 million last year...” -The New York Times 5 1 in 4 attendees travel internationally, from 75+ countries. Delegations arrive from Canada, the UK, Brazil, Mexico, Germany, Japan, and Australia — allowing you access to a worldwide cohort. 1 in 4 attendees travel internationally, from 75+ countries. Delegations arrive from Canada, the UK, Brazil, Mexico, Germany, Japan, and Australia — allowing you access to a worldwide cohort. 6 SXSW 2026 Demographics SXSW 2026 Demographics Gender Female Male Other Includes non-binary, gender fluid and transmasculine Education 4-year (BA, BS) college degree Graduate degree Some college PhD Associate's degree High school graduate/GED 51% 46% 3 % 42% 38% 7% 7% 3 % 3 % Age Under 21 …
