South by Southwest (SXSW) in Austin is putting on a brave face as it moves ahead with a 2021 virtual event following the city's unilateral decision to cancel this year's event due to COVID-19.
However, SXSW apparently doesn't want to discuss physical, in-person events until event organizers know for certain whether those are possible.
Lone Star Standard reached out to SXSW's press office to ask about the impact of an online-only event and the planning status any future in-person events with the city and other governmental officials.
Austin Mayor Steve Adler
| austintexas.gov
Lone Star Standard has yet to receive a reply.
"The challenge of building a new future is one that we're excited to tackle," SXSW CEO and Co-Founder Roland Swenson said an Oct. 6 announcement of 2021 events. "This has been such a year of change and we, like the entire world, are reshaping our perspective on how we connect. We're pleased to be working on SXSW Online as part of our program for 2021, and regardless of platform, we will continue to bring together the brightest minds from creative industries worldwide.”
Like many at the beginning of the pandemic, SXSW initially had some denial issues only days before the planned March 13, 2020 event. In a March 6 announcement to attendees, SXSW said it was "working closely on a daily basis with local, state, and federal agencies to plan for a safe event" and "proceeding with the 2020 event with the health and safety of our attendees, staff, and volunteers as our top priority."
It didn't happen.
Later that day, Austin Mayor Steve Adler announced the event cancellation because of COVID-19 concerns.
"We are devastated to share this news with you," SXSW said on its website shortly after Adler's announcement. "'The show must go on' is in our DNA, and this is the first time in 34 years that the March event will not take place. We are now working through the ramifications of this unprecedented situation."
Damage from the this year's cancellation was immediate. A third of SXSW's staff was laid off, with SXSW placing the blame on "the City of Austin’s unprecedented and unexpected cancellation of the SXSW 2020 events."
While SXSW appears unwilling to discuss the 2020 economic losses, an analysis of the economic benefits of SXSW 2019 revealed an attendance impact of more than $182 million. SXSW also had an operation impact of more than $157 million and a consumer impact of almost $17 million, according to the analysis.
In a Sept. 22 Twitter post and an Oct. 6 news release, SXSW announced plans for "SXSW Online: A Digital Experience" via "SXSW Online" for 2021 events March 16-20. The Digital Experience will be "part of our 2021 offerings," the announcement said.
"The digital experience will feature conference keynotes and sessions, screenings, showcases, networking, and exhibitions," the announcement continued.
Both announcements also said that SXSW is working with the city and public health authorities on plans for a physical event next year and that updates will be made available "as more information becomes available."
