Three Learnings Mid-sized Cities Can Take from SXSW
Looking to elevate their startup ecosystems, mid-sized cities often turn to events and conferences as a way to draw attention, entrepreneurs, capital, and talent. Perhaps the most well-known and successful event that employs this method is South By Southwest (SXSW). Last week, I attended my fifth SXSW, and although there was a general haze following the Silicon Valley Bank news, the event felt like a true return to pre-COVID serendipity. Despite the exhaustion that can come with attending, being in Austin reminded me of how important this event has been in transforming the city’s startup ecosystem.
From its origins as a music festival in 1986, SXSW has grown to become one of the premier events for creatives, startups, investors, and ecosystem builders to come together for a week of panels, keynotes, and networking. And one of the primary drivers in why Austin now competes as one of the top tech towns. In this blog, I’ll share three insights that I think mid-sized cities can take away from SXSW and apply to their own ecosystems.
1. Amplify, don’t create
Mid-sized cities should focus on amplifying the culture and unique characteristics that already exist within their ecosystem, rather than trying to create something entirely new. SXSW demonstrates the power of amplifying existing culture rather than importing or crafting a new narrative for the city. SXSW’s success was built in part on the quirkiness of its location, known for elevating an indie culture throughout music, art, food, and business. This was already present before the festival was established. Instead of opting for trends or fads, midsized cities should take time to uncover their city’s own brand of weirdness. By amplifying what already exists, they can build a thriving ecosystem that reflects their own unique strengths.
2. The main event doesn’t have to be the sole focus
By being open to new and unexpected areas of opportunity, mid-sized cities can benefit from broadening their horizons beyond the main event. An interesting fact about SXSW, a lot of people attend without even having a ticket to the event. There’s enough happening around the event, that it’s not particularly necessary to attend the conference. Evidenced through the countless activations seen from brands, cities, and even television shows. There are plenty of interesting activities happening around the event that create a diverse environment and attract people with different perspectives. By thinking beyond the main areas of focus, mid-sized cities can elevate their startup ecosystem and create opportunities for collaboration, and achieve a strong return on investment.
3. Turn your stage into a trampoline
By creating opportunities for collaboration, mid-sized cities can turn their ecosystem into a “trampoline” that propels individuals and companies to new heights of success. SXSW has long been known as a place where startups, films, and even presidential candidates have launched into the collective zeitgeist. Between 2007–2009, Twitter, AirBnB, and FourSquare all famously gained traction utilizing the popularity and buzz around the event. Becoming a place where the unknowns can become known, would be a strong value proposition for any city looking to elevate their ecosystem. Mid-sized cities should seek to create their own events and activities that foster this collaboration, and turn their stage into a trampoline for launching people, companies, and ideas.
There’s a lot midsized cities can learn from SXSW, while still creating events that are uniquely their own. Hopefully, we begin to see more experiences from these cities such as: SlossTech in Birmingham, AL, Maha Festival (formerly Big Omaha) in Omaha, NE, or Tom Tom Festival in Charlottesville, VA. By amplifying their existing culture, exploring new opportunities, and fostering collaboration, these cities can create a thriving community that reflects their unique strengths and attracts the human and financial capital to galvanize their ecosystem.
