Texas Governor Greg Abbott and Austin Mayor Kirk Watson held a press conference Friday to discuss a new deal with Southwest Airlines and its expected impact on the city.

The deal, approved Thursday by the Austin City Council, awards Southwest $2,750 for each new Austin-based hire over the next five years. In exchange, the airline plans to add 2,000 high-paying jobs with an average salary of $180,000 and invest in local workforce initiatives, including the city’s new Austin Infrastructure Academy.

Officials say the deal will strengthen Southwest’s presence at Austin-Bergstrom International Airport, where the carrier already handles more than 40 percent of all passenger traffic.

The partnership is expected to bring in nearly $20 million in local tax revenue, and the incentive program will last for five years and pay Southwest up to $5.5 million.

Mayor Watson said the agreement will not only create new jobs in Austin but will improve the overall experience at AUS.

“We’re building lives and careers at the same time we’re building tarmacs and terminals,” Watson said. “Southwest is choosing Austin because our people, our workforce, and our future make us a smart investment. This deal creates thousands of good-paying jobs, improves the passenger experience, and ensures the benefits flow directly to Austin workers, families, and tourists. This agreement is proof that Austin means business and cares about the success of its people.”

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Read the full story at KVUE.com.

You might ask, “Why is there an Ikon Pass Stoke Event in Austin, Texas?” 

Fact: There are more skiers and snowboarders in Texas than in Colorado. According to a 2017 Snowsports Industry Association study, Texas is home to roughly 800,000 skiers and riders, compared to Colorado’s 500,000. That impressive number puts Texas third in the nation for total ski and snowboard participants, behind only California and New York. Texans alone make up about 6% of all U.S. ski and snowboarders. And the proof is on the slopes: Ski areas in Colorado and New Mexico report that a staggering 70% of their out-of-state visitors hail from the Lone Star State. Yes—the legend of Texans being everywhere on the mountain is absolutely true.

Fact: Every Texan who skis is a destination skier. With no local ski resorts that are a quick Cottonwood Canyon in Salt Lake City or short interstate drive away, Texans go big: they travel, stay longer, and spend more at Ikon Pass Destinations. As Kristin Rust, Vice President of Communications for Alterra Mountain Company, puts it, “Texas is a huge market, and Austin has a great number of pass holders.” With Ikon Pass offering such a wide network of resorts, and Texas home to so many skiers, Austin is a natural place for a Stoke Event.

This year’s Ikon Pass Stoke Event took place at Loro, the wildly popular South Lamar hangout blending Asian smokehouse flavors with laid-back Austin vibes. The gathering drew a lively crowd of local Ikon Pass holders. Guests enjoyed a spread of standout dishes—Oak-Grilled Edamame, Wonton Chips and Dip, Arugula & Melon Salad, and Oak-Smoked Brisket—paired with beer, wine, soft drinks, and Austin-meets-après cocktails like an Old Fashioned and, of course, the non-traditional slope-side margarita, a playful nod to Jimmy Buffett and the city where Margaritaville was written.

Attendance was strong, and the outdoor, under-the-oaks setting added an easy, welcoming feel. The energy was high as skiers swapped plans for upcoming trips to Ikon Pass destinations including SkiBig3 in Banff, Jackson Hole, Killington, the six Utah resorts on the pass, and the perennial “home resorts” for Texans—those in Colorado and New Mexico. Members of Austin Skiers, the city’s long-standing ski and travel club, were out in force and buzzing about club trips to the Ikon Pass resorts of Snowmass, Mt. Bachelor, SkiBig3, and Steamboat.

A major hit of the night was the CMH Heli-Skiing virtual-reality experience, a full 3D immersion complete with helicopter-ride visuals of the Canadian Rockies and a run down untouched powder with a small ski group. Riders found themselves carving turns, watching skiers float past, and looking up, down, and across the alpine terrain—an astonishingly vivid taste of what a heli-ski trip feels like. The CMH station stayed packed all evening.

The night wrapped up with a spirited swag giveaway, where lucky attendees scored prizes including Yeti mugs, a coveted Shot-Ski, and an Ikon Pass. What a great way to top off a fantastic night!

In the end, the Ikon Pass Stoke Event proved to be a fantastic celebration of Austin’s vibrant ski community—a chance to meet fellow snow lovers, swap stories, and get excited about the season ahead. For one night, Austin truly became a “Ski Town.”