For years, SXSW has been a cornerstone of the innovation calendar. SXSW represents a rare moment when policymakers, founders, corporate leaders and culture-makers all converge in downtown Austin. But after a whirlwind few weeks, SXSW isn’t just in the news for what’s on the agenda. The headlines are all about who’s in charge and what’s next.
Longtime Chief Programming Officer Hugh Forrest is out, suggesting a potential pivot away from grassroots innovationtoward a more polished, possibly corporate direction. The leadership transition also follows Penske Media Corporation’s majority acquisition of SXSW a few years ago. Penske, the parent company of Variety, Rolling Stone and Billboard, has now appointed Jenny Connelly as director in charge.
All of this comes on the heels of layoffs impacting a third of staff and news that SXSW will temporarily lose its home base as the Austin Convention Center, which is officially under construction until 2029. Fewer programming days, less physical space and leadership realignment are all reshaping what this conference will look like in 2026.
So what does this mean for your brand, booth or big idea? We’ve helped clients navigate moments of industry change before. Here’s what we’re keeping top of mind for next year.
Plan ahead: Booth space will be tight
With no convention center to anchor the event, SXSW 2026 will take place across a patchwork of hotels, ballrooms and temporary event spaces across Austin. That decentralization creates both logistical and strategic challenges.
For brands, it translates to fewer available booths, more fragmented foot traffic and the need for a greater emphasis on thoughtful experiences. Legacy sponsors and big-name players will likely lock in premium spaces early, leaving fewer opportunities for smaller or newer brands to break through. If SXSW becomes more exclusive or media-driven, it may be harder for smaller startups to gain visibility. And with fewer programming days on the books, total attendance and press attention could decline.
So, if you’re looking to exhibit or activate, start planning now. Lock in venues early and don’t be afraid to think beyond the booth. Coffee carts, private lounges or brand-led side events can be just as impactful as traditional tradeshow real estate.
The key is to create something people want to talk about, visit and share.
Expect programming shifts and realign your thought leadership
Hugh Forrest was the brain behind SXSW’s tech track. His departure, and Penske’s expanded leadership role, signals a potential editorial shift in what gets stage time.
The 2026 conference may spotlight more entertainment-adjacent panels, high-profile brand executives and media-savvy founders tied to Penske’s media universe. Tech won’t disappear, but the bar for stage time and storytelling is likely to become higher than ever.
Submit ideas that speak to the moment. The story behind your technology matters just as much as the technology itself. Focus on timely, provocative topics that connect to broader industry conversations.
Prioritize pre-event PR
With the event spread across multiple venues and a shorter schedule, press will be more selective and harder to catch in passing. Reporters may not “drop by” booths or linger in expo halls like they used to. Rather, they’ll plan their schedules in advance and prioritize companies that reached out early.
That makes pre-event pitching more essential than ever. Build your press list and assets early, tap into the official media list when it’s released and reach out with pre-briefing options at least a few weeks before the event. Even if meeting times are still tentative, getting on reporters’ radar early helps you secure critical visibility when it matters most.
Don’t overlook post-show PR
Some of the most valuable SXSW conversations happen after the show ends. Yet many brands drop the ball on follow-up, losing momentum just as relationships are forming.
Track who visits your booth or event in real time, then personalize your outreach based on what they cared about. Did they ask to demo a product? Want to set up a call next week?
Personalized follow-up is key.
Same SXSW energy, just a new playbook
There’s no denying that SXSW is in the midst of transformation. Some may see the changes as growing pains; others may view them as an evolution. Either way, the SXSW 2026 will demand more precision, earlier planning and a higher standard for PR and activation.
Wondering how your brand can rise above the noise and make the most of the new SXSW landscape? Bospar has the SXSW and PR experience to navigate this new environment.
In fact, we’re already assisting clients to prepare for the road ahead. If you want to show up, stand out and make a lasting impact at SXSW 2026 – or at any industry event, any time – we’re ready to help you with event planning and strategic PR.
