Everything’s Bigger in Texas — Including the Experience Economy
Austin has always been a magnet for creatives, but this year the city is buzzing at an entirely new frequency. SXSW is in full swing. Soho House Austin has become a second home for filmmakers, game developers and the architects of digital experiences. And the Formula 1 United States Grand Prix, now one of the biggest events on the global racing calendar, has cemented Austin as an international destination for high-performance entertainment. But it’s not just Austin. The state of Texas is emerging as a heavyweight in the experience economy. It's setting the stage for a future where immersive entertainment isn't just an experiment—it’s a way of life. Photo courtesy @sxsw via Instagram WHY TEXAS AND WHY NOW Texas didn’t just wake up one day and decide to dominate the experience economy. The groundwork has been laid for years. The state’s sheer size has always fostered big thinking, while brutal summers have fueled demand for indoor, high-tech attractions. At the same time, cities like Austin, Dallas, Houston and San Antonio are intentionally developing concentrated entertainment hubs rather than relying on sprawling, disconnected attractions. This shift has turned Texas into an incubator for the next generation of immersive experiences, setting it...