AUSTIN, Texas — “We’re very committed to being in Austin, Texas. We are excited that in March 2027, we will be back in Austin for another iteration of SXSW,” said SVP of SXSW Programming Greg Rosenbaum.

South by Southwest organizers are continuing to deny speculation that the festival could be moving out of Austin. A demolished convention center has forced South By to make significant changes this year, but that does not mean the festival will be uprooted.

The demolition of the Austin Convention Center forced SXSW to create a reimagined, decentralized footprint. Instead of having panels, sessions, and workshops in one central hub, everything is now everywhere in Downtown Austin.

Three SXSW clubhouses spread across downtown are now serving as smaller hubs for Innovation, Music, and TV and Film. Each gives its audience a place to relax, network, and attend sessions.

“It is a completely different experience,” said Walter Silva.

This is Silva’s third SXSW. Sitting in the Innovation Clubhouse at 4th and Brazos Streets, he says his opinion about the extra walking and navigating this year has changed from Day 1 to Day 5.

ALSO| SXSW denies rumors that the event could relocate to a different city in the future

“At first, well, I found myself rushing a little bit and trying to manage it. But no, it is fine. It is fine because, you see, at most conferences you get stuck in a convention center. You do not get the opportunity to walk around the city,” said Silva.

South-By has been intentional this year in giving badge holders and the public more to see and do. Rivian’s Electric Joyride in front of the State Capitol offers a passenger seat view of the festival’s new format. It is part of a first-time takeover of three blocks of Congress Avenue during all seven days of the festival.

“We’ve been excited to see folks embrace the city of Austin and really get on their feet, see the city, and be part of the programming here,” said Rosenbaum.

Hulu’s street activation for the new show The Testaments pushed the boundaries of the festival even further. The South Congress event is another example of how South by Southwest organizers are committing to Austin as their home base.

“Will you be coming back to Austin next year?” asked CBS Austin Reporter Bettie Cross.

“South by Southwest has been in Austin for 40 years. We are so proud of 40 years of SXSW in Austin, Texas, and we see many, many, many more years ahead of us. We are so proud to be in Austin, and our future is here,” said Rosenbaum.

Badge holders say they hope the clubhouse concept stays even after the new convention center opens.

“I prefer the decentralized way,” said Silva. “I prefer this format.”

The rebuild of the convention center will take a couple of more years. The new and improved facility will be open for SXSW 2029.

Good morning, Texas. Here’s what you need to know today. 

Your Weather Planner

After a chilly start, Texas will experience bright and sunny skies with southerly winds. Temperatures will rise into the 60s and 70s. Wednesday morning will bring another chilly start, but temperatures will gradually climb toward the end of the week as high pressure moves over the state. This will result in summer-like temperatures tonight to kick off the official start of spring on Friday.

Get your 7-day forecast: Austin | San Antonio | Dallas

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Around Texas 

1. Austin Fire provides guidance on protecting your property during high fire risk

As strong winds and dry conditions continue to rattle Central Texas, the Austin Fire Department has created a tool to help mitigate the risk of wildfires around your home or property.

During high fire danger days, Austin Fire recommends moving any items within the immediate zone at least 5 feet away from one’s property, or store them in a closed structure.

2. Mother of Robb Elementary shooting victim gives speech at Oscars after ‘All the Empty Rooms’ wins best documentary

The mother of a victim in the 2022 mass shooting at an Uvalde, Texas, elementary school gave a speech at Sunday’s Oscar ceremony, after a documentary she was interviewed for won an award.

“All the Empty Rooms” won the Academy Award for best documentary short at Sunday’s Oscars. The film follows CBS News correspondent Steve Hartman and photographer Lou Bopp as they document the empty bedrooms of children lost to school shootings over seven years.

3. Democrat, Republican leaders discuss the importance of Latino vote at SXSW

In an Axios House South by Southwest Conference and Festival (SXSW) conversation on Saturday, some state leaders discussed how the power of the Latino vote is shaping up ahead of midterms. Democratic Rep. Greg Casar of Texas’ 35th Congressional District, Republican Party of Texas Chairman Abraham George and Univision Networks Group President Ignacio Meyer discussed how the Latino voting force could decide 2026’s razor-thin congressional battles.

Around The Nation

1. Major airlines warn of more travel chaos, urge end to DHS shutdown as political rhetoric ramps up

2. More than 7,000 military and commercial targets have been struck in Iran, Trump says

3. China warns Trump’s latest tariff moves could damage trade ties

Deep in the Heart of Texas

The sights and sounds of Western tradition were seen and heard at NRG Stadium on March 5, 2026, three days after the 20-day event started. Crowds of cowboys and cowgirls had their boots on the ground, exploring everything Rodeo Houston is best known for. (Photo: Houston Livestock Show and Rodeo)

Houston Livestock Show and Rodeo continues over 90-year tradition

Nearly 3 million fans are expected to attend this year’s Houston Livestock Show and Rodeo, which is happening now through March 22. It’s considered the largest rodeo in the world, drawing fans to Texas since 1932 and transforming over the decades.

AUSTIN, Texas, March 16, 2026 (GLOBE NEWSWIRE) — Austin Natural Mattress is celebrating its 26th year serving Central Texas, marking a milestone that reflects how dramatically consumer awareness of mattress materials and sleep environments has evolved over the past two decades.

Austin Natural Mattress: Serving Austin Healthy Sleep Since 1999

Founded by Shane Coker, Austin Natural Mattress opened at a time when most shoppers focused primarily on mattress firmness, while synthetic petroleum-based foams such as memory foam had become the conventional industry norm. Today, many customers arrive asking detailed questions about mattress construction, materials, and whether products contain synthetics, fiberglass, or chemical fire retardants.

“Twenty-six years ago few thought twice about what their mattress was made of,” said Shane Coker, owner of Austin Natural Mattress. “Now customers regularly ask about natural latex, organic certifications, and whether mattresses contain fiberglass or chemical fire retardants.”

Americans spend roughly one-third of their lives in bed, and growing interest in sleep health has led many consumers to pay closer attention to the materials surrounding them during sleep.

That awareness has increased in recent years as conversations about indoor air quality, allergy season, and low-toxic homes have become more common among homeowners. News organizations, scientists, and whistle-blowers have also alerted the public & helped inform the discussion.

According to Amanda Demuth, MSN, RN, wellness advisor at Austin Natural Mattress, the bedroom environment plays a larger role in sleep health than many people realize.

“The materials in mattresses and bedding are in direct contact with people for eight hours every night and can influence the air they breathe,” Demuth said. “Many of our customers come in looking for relief from chemical sensitivities that can show up as morning congestion, headaches, sore throats, or itchy skin. Others have just done their research and have come to realize just how toxic many non-organic mattresses can be.”

Austin Natural Mattress specializes in natural, organic, and non-toxic mattresses made with materials such as certified organic latex, cotton, and wool, and maintains a showroom free of products containing fiberglass or chemical fire retardants.

The store carries natural, organic, and luxury brands including Avocado, Naturepedic, Vispring, and The Natural Mattress Home, all known for using natural materials and transparent construction.

Austin Natural Mattress has remained locally owned since its founding in 1999 and continues to serve customers across Central Texas and beyond. The company later expanded with a sister showroom, Houston Natural Mattress, serving the Greater Houston area.

Media tours of the showroom and interviews with owner Shane Coker and wellness advisor Amanda Demuth, MSN, RN are available upon request.

About Austin Natural Mattress

Locally owned since 1999, Austin Natural Mattress specializes in natural, organic, and luxury sleep solutions. Our curated selection includes premium, eco-friendly brands such as Avocado, Naturepedic, Vispring, Posh + Lavish, and The Natural Mattress Home. Dedicated to superior comfort, sustainability, and wellness, Austin Natural Mattress continues to set the benchmark for healthy, luxurious sleep.

Press Inquiries

Amanda Demuth
amanda@austinnaturalmattress.com
(512) 452-4444
https://www.austinnaturalmattress.com
Austin Natural Mattress
7530 Burnet Road
Austin, TX 78757

A video accompanying this announcement is available here: https://youtube.com/watch?v=uT6GLULk4GU