SXSW

• Some City ordinances & policies are inhibiting solutions which might alleviate problems – one specific example is the Sign Ordinance (in the context of temporary special event signage) which greatly restricts the ability to create informational and wayfinding signage As a result, SXSW is experiencing increasing negative feedback from users and sponsors that threaten the event's future success if unchecked. Populous Observations Below is an overview of Populous' observations as an independent third party. • SXSW operations staff and operations procedures appear to be very good. Populous' immediate assessment is that the SXSW event is extremely well planned, staffed and operated. • City public safety entities appear to be good, with planning processes, and resources consistent with other cities. • The current policy of the City with respect to the permitting process as "first come, first served" and/or "must treat everyone equally" appears to have become detrimental to the event planning process and management of the key stakeholders interests. The SXSW event is one of the largest events in the world, and bespoke treatment is needed to facilitate a continuing safe event in Austin. • The downtown Austin area, particularly 6th Street, appears to be at a critical juncture in terms of risk, liability, and general success – both during SXSW and yearround. This is not only the observation of Populous but of other professionals who have consulted with SXSW, as well as City staff. • The potential for risk appears to be high due to crowd size, city infrastructure confinement limitations, nature of crowd coupled with the limitations of control features afforded to the event managers, operators, and public safety officials – this comes from reports from SXSW, video footage, social media accounting, and COA staff comments. • Since the SXSW event and the City of Austin have an intertwined relationship, the potential risk of damage to the reputation of both are high if conditions continue to decline. • It is understood that there are issues about 'fairness' and constitutionality in this discussion. However, in Populous' experience, other cities have found solutions to allow prioritization of key economic development initiatives and business like festivals and events that directly contribute to the public benefit in return for an event environment that allows for a safe and viable operation. Populous Recommendations The group discussed a significant list of recent adjustments and new ideas, concepts, and potential solutions during the Workshop. The following points are "big picture" ideas formulated by the group to evaluate before implementation. • City designation of certain "signature events," which would include major recurring events that would be eligible for special assistance and permissions from the City. • Development of an integrated plan that brings all key features of SXSW events and nonSXSW events together, which would be developed and coordinated with key stakeholders such as the APD, AFD, EMS, local businesses, local hotels, and neighborhood groups. • A method to control ambush or splinter events that contribute more heavily to the overall problems of overcrowding, queuing problems, and unruly behavior – utilizing public ordinance and permitting • Utilization of signage, lighting, and video boards for messaging, crowd management, and way finding. • A Host Committee, sanctioned by the City, providing the interface between the City and SXSW in the delivery of services and goods as well as the ongoing management of the relationship. Conclusion Based on the observations and information provided, as well as Populous' experience in the Special Event industry, Populous would regard the SXSW event as a significant and desirable community asset. Major events of this scale are usually regarded as an important part of the economic development plan of a city. In the event world, nearly $300 million in recurring annual economic impact is a rare and highly coveted prize. Cities that aspire to be regarded as good host cities enact priority permitting and a comprehensive integrated safety plan with the added peace of mind of a multiyear plan and, in this case, an agreement between SXSW and the City of Austin being conducive to the longterm operations of the event. This is seen as a winwin approach since the success of the event has a direct bearing on the image and success of the City. Perhaps more importantly, Populous knows from experience that a number of cities across the United States would share this view and would aggressively and proactively cultivate such an event.

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