The who, what, where of SXSW
Austin PR maven, Cara Caulkins, breaks down the cultural festival’s must-see events
Friday 11 March 2022 By Cara Caulkins
Award-winning PR and events expert, Cara Caulkins, rarely sleeps in March. Between planning events, working with press, programming speakers on behalf of clients and executives, and selecting the right invite lists, there isn’t much downtime.
Her team at Cara Caulkins Communications works with both Austin-based and national brands to produce events throughout the SXSW festival to make sure the right people are in the room for any curated moment. Caulkins herself leads the PR and events this year at the festival for one of the most talked-about emerging tech brands in the world, ICON.
SXSW can be what you make of it – from networking or pitching new business ideas to purely social parties and live music, there’s something for everyone. The festival brings together both Austin locals and global visitors, and there’s even more excitement now that it’s physically back after a two-year hiatus.
Below, find Caulkins’ list of pop-ups and parties you won’t want to miss.
For the burners: Atlanta’s new season on FX is premiering during SXSW, and to celebrate, the TV channel is putting on an immersive experience that allows guests to explore a coffee shop where things aren’t always what they seem. Mesmerizing visuals, hidden Easter eggs from season three, and ‘surprise and delight moments’ that occur daily at 4.20pm will make this a trippy event you won’t want to miss. Saturday 12 to Sunday 13 March, 10am to 5pm, 720 Congress Avenue.
For the techies: for those who love tech and design, join a home tour of ICON's House Zero, the 3D-printed home changing the way we think about building and architecture. 1700 Riverview Street, Sunday 13 and Monday 14 March, 9am to 6pm – sign up here. In addition, ICON’s CEO and Soho House Austin member, Jason Ballard, is giving a featured talk on Tuesday 15 March at 2.30pm on some really futuristic stuff, like how we build space-faring civilizations. Would you live on the moon or Mars? It might be a reality sooner than you think...
For the change-makers: Goals House is hosting some cool tech and climate-driven roundtable discussions, expert panels and social events at Soho House Austin. Members can RSVP, but space is limited. I’m particularly excited for the Nightcap party on Tuesday 15 March with a DJ performance by D'Nice alongside DJ King Louie. Monday 14 to Wednesday 16 March, Soho House Austin.
For the fashionistas: from Friday 11 to Tuesday 15 March, in partnership with Warner Bros, CreateMe has an activation on East 5th (between San Jacinto and Trinity Street) where attendees can create customisable apparel and accessories from the fashion technology company.
For the beauty fans: on Friday 11 March, an Atelier Beauté CHANEL pop-up opens on Music Lane, just steps away from Soho House Austin. The short-term installation will be a one-of-a-kind, fully stocked beauty studio for learning, creation, and community. Expect product demos, expert panels, and more. 1009 South Congress Avenue, Unit 3-150.
For the activists: with an anticipated governor’s race ahead, Texas Governor candidate, Beto O’Rourke, is hosting a grassroots event and mixer, ‘Beers with Beto’ at Revival Coffee, 1405 E 7th Street on Saturday 12 March at 6.30pm (CT) with musical entertainment by DJ Mixer Rogers.
For the food lovers: Ooni is throwing a pizza party featuring chefs from Dough Boys, Sammataro, Show Me Pizza, and Justine’s Brasserie. Slices and paired wines will be served for all our Austin favourites – the perfect next-day cure for your Saturday night escapades. Sunday 13 March from 12pm to 6pm at LoLo Wine, 1504 East 6th Street.
For the locals: Soho House Austin member, Joah Spearman, is running for Austin City Council, District 9, and hosting a campaign meet-up and mixer at Whisler’s on Monday 14 March, starting at 8pm with DJ Kay Cali. 1816 E 6th Street.
For those that want to groove: local Austin musical duo and Soho House Austin members, The Bros Fresh, are performing at Saxon Pub as part of the BMI showcase. This will be a great dance party with some of our favourite Texas musicians. Wednesday 16 March, 1pm to 6pm, 1320 S Lamar Boulevard.
For the true Texans: the annual Luck Reunion hosted at Willie Nelson’s ranch is back this year with multiple days of live music, food and drinks with their series ‘Live at Luck’. It also includes a Saturday night performance by local Austinite, Shakey Graves, that I’m excited to check out. Saturday 19 March, 7pm.
