Everyone wants to be in the right place at the right time during SXSW. Just remember, there are a lot of right places and right times happening everyday of the conference -- chance encounters with a celebrity, hallway chats with a fellow founder or investor and being at a session where someone says something that ignites a new idea.
There are many approaches to finding the coolest stuff for you. By now, the most studious among us have already plotted their path on a nearly hour-by-hour basis with backup options in case a session is cancelled or at capacity. But, for the rest of us, the plan of attack is really more an exercise in improvisation based on the cool stuff friends tell you about, recommendations like the ones below and following your heart to things that just look fun along the way.
If you're like me, you probably want a mix of enlightening panel conversations, leisurely demos, celebrity sightings, chill lounges with refreshments and as many exclusive-ish parties you can find. So, with that daily diversity in mind, here are my top three picks for each day. And just scroll to the bottom if you want a few tips on how to be properly equipped and get around town during this massive tech/music/film/etc throw down.
One final note, I've done my best to list official and unofficial events that don't require any special access. But things change (and I sometimes overlook things), so double check events before you go to ensure you're properly registered and have the right credentials. And keep in mind new events will be announced along the way -- so monitor the official schedule page, the SXSW app, Twitter and Facebook to keep up.
Friday
The Obvious: Sen. Cory Booker (D-New Jersey) provides the opening remarks of SXSW 2017. He's one of the more independent and outspoken senators in Congress. He once helped start a tech startup called Waywire. And he is among those leading the fight against President Trump's travel ban. (More information)
Innovative Option: We hear a lot about smart cities. It's this idea that somehow traffic is going to flow better, we'll have more affordable housing and be carbon neutral. But it's much more and goes much deeper. Intel's Howard Wright, Verizon's Kathleen Grillo, Atlanta Mayor Kasim Reed and US Ignite's Joe Kochan will dive into it at 11 a.m. (More information)
Party Time: The official SXSW opening party is at Handsome on East 6th. Expect drinks, music and a ton of movers and shakers. (More information)
Another party option: Loom, People Pattern and WeWork are throwing a party with acoustic musicians Ericka Wennerstrom of the Heartless Bastards and Matthew Logan Vasquez of Delta Spirit. It runs 5-10 p.m. (More information)
Saturday
The Obvious: Jennifer Douda, co-inventor gene editing, is one of the world's brightest minds. She delivers a keynote address at 2 p.m. (More information)
A Place for Jobs: Job hunters and recruiters - this is your jam. TechUp and TechHire are launching a 50-city Tech Jobs Tour. And it's a pretty badass launch party at the Highland Lounge starting at 4 p.m. with CNN commentator Van Jones, Recode co-founder Kara Swisherand Code2040 founder Laura Weidman Powers. (More information)
Bonus Bite: Are you a fan of "Breaking Bad" and/or fried chicken and curly fries? AMC, which has a lot going on at SXSW this year, will have a popup of the Los Pollos Hermano fast food chicken restaurant that was featured in the TV show. It's at 5th and Colorado Friday noon-10 p.m., Saturday 11 a.m.-8 p.m. and Sunday 11 a.m. to 4 p.m.
Party Time: Did someone say DJ sets by Nancy Whang of LCD Soundsystem and Neon Indian? Count us in. This is a party that's somehow about a new Levi's jacket that Google and Rolling Stone have something to do with. Haven't researched that yet, but sounds like a nice party. Starts at 7 p.m. (More information)
Also, running all day is the Nerdist backyard bash, which includes games, comedy and other shenanigans. Haven't heard of Nerdist? Consider downloading a podcast -- those guys are hilarious and insightful, which is a brilliant mix. (More information)
Sunday
The Obvious: Former Vice President Joe Biden, introduced by Jill Biden, will talk about the new Biden cancer initiative and share insights on what he learned as part of the White House Cancer Moonshot. It's at 3:30 p.m. at the Austin Convention Center. (More information)
The Less Obvious: Mark Cuban, Adam Lyons (co-founder of The Zebra) and Michele Skelding (former tech leader at the Austin Chamber of Commerce) will talk about navigating government regulations with disruptive ideas -- both working with and against government. If you've followed Uber, Airbnb, HomeAway, DraftKings and many others, you understand how important this topic is. (More information)
Party Time: Start the evening out easy. It may be SXSW but it's still a Sunday. You can catch a screening of "Seed," a new film about three start-ups from different parts of the world and with different economic backgrounds who go to San Francisco for AngelHack’s Silicon Valley Week. (More information)
Or skip the movie and check out the SXSW Accelerator awards at 7 p.m. (More information)
Monday
The Obvious: It's ATX Startup Crawl Monday night. Big parties everywhere. (More information)
The Less Obvious: Creativity and coding. They're blending more each day. In a panel by Cartoon Network, experts will talk about how coding plays a role in unlocking creativity. (More information)
Demo Time: If you haven't had a chance to check out virtual reality gaming and other applications, you're in luck. Capital Factory has built out a 5,000-square-foot space to experience all kinds of VR equipment and an array of different experiences. They also have a variety of conversations about AR and VR going on. You might want to book a time to ensure you get a chance to check out the AR demos. (More information)
Party Time: Austin-based travel recommendation app Localeur is celebrating its fourth birthday with a big bash and live bands. It's at Whistler's at 9 p.m. (More information)
Tuesday
The Obvious: Buzz Aldrin walked on the moon. He's worth hearing from, and he'll be on stage at 3:30 p.m. (More information)
The Less Obvious: Mike Maples, a founding partner at the Silicon Valley-based venture capital firm Floodgate. He's also an active investor in Austin. He'll join Scott Cook, co-founder of Intuit Inc., and TechCrunch writer Katie Roof in a discussion about how to identify game-changing ideas and what it takes to make the most of them. It's at 12:30 p.m. (More information)
Even Less Obvious: I'll be moderating a panel discussion on raising venture capital, even when there's not a lot of venture capital to be had. But, don't come for me. It's all about the smart and candid experts I'll be questioning. They include: Aziz Gilani, a partner at Mercury Fund; Rob Taylor, co-founder and CEO of Convey; and Jean Anne Booth, CEO of UnaliWear. It's at 9:30 a.m. (More information)
Party Time: Interactive Closing Party is at Stubb's, and you can expect a helluva bash with live music, food and more. (More information)
Other SXSW Guides
You've seen my top picks. Now, check out with these other publications have outlined for this year's SXSW conference.
The Austin Chronicle: Unofficial Parties & Free Shows
Hugh Forrest (of SXSW): 15 More Fascinating SXSW 2017 Speakers
Silicon Hills News: Ten SXSW Interactive Events Highlighting the Austin Tech Community
512Tech: And here our SXSW Interactive journey begins: What’s new and different for 2017
WP Engine: The Ultimate Tech Guide to SXSW Interactive 2017
The Huffington Post: A Guide for Global Startups at SXSW 2017
Be SX Prepared
What to Bring
You probably know what you need. If not, here are a few common items you might want to have handy: your ID, your SXSW badge, a phone charger, water bottle, comfortable shoes you can walk a mile-plus in, printed programs and maps (which are often easier to quickly look at than their digital twins) and something warm and something dry in case the weather shifts (temps will likely range from 50 to 80 with occasional rain).
Transportation and Apps
Most folks will also want to have at least a couple ride-hailing apps ready to go at the end of the day. For on-demand rides, Fasten, RideAustin and Fare are the top apps. Austin still appears to have fewer drivers than it did a year ago when Uber and Lyft operated here, so don't be surprised by a significant wait during peak travel times like rush hour and late night.
You can also book rides in advance with Wingz -- or you can use Arcade City (which has been accused by the city of operating illegally in the past). And Capital Metro is your friend. The city buses provide single rides for $1.25 and are especially effective on north-south routes - since they have dedicated lanes downtown, it's often the quickest way out of the crowd. You can buy tickets through their app. Grab a taxi by using the zTrip app or old fashion hand waving on the street.
Open Minds
Finally, my best bits of advice: Be prepared for long lines and have something to read or someone to chat with to ease the mind. Don't worry about what you're missing. Focus on the moment because a meaningful conversation with the person sitting next to you will likely be more rewarding than grabbing a selfie with someone famous. Only take the swag you really want -- you'll probably be carrying it around all day. And don't let your beer/cocktail to water ratio get too far out of sync.
