SXSW Interactive 2012: How much larger can it get?

Yesterday was the deadline for early-bird registrations for SXSW Interactive, held each March in Austin. This will be my third year attending, and it is, by far, my favorite interactive conference. Yes, I know that after 6:00pm it's more like "Geeks Gone Wild," but that doesn't offset the value and depth of information presented during each day's sessions.

 

The SXSW organization reserves nearly every hotel within a 15-mile radius of Austin, so unless you want to stay in Round Rock and drive in, you must buy your badge and go through their office to secure a hotel room. Last year, I booked about this time and stayed at the Residence Inn just across from the Convention Center and was looking forward to doing so again. To my dismay, I discovered that not only was that property sold out (evidently by the second week in August), EVERY hotel near the event is unavailable. So, even 6 months ahead, the closest room I could secure was miles away on the shuttle route.

I'm not unhappy with that situation, just surprised. This leads to the question, "How much larger can the SXSW Interactive Conference get?" It is already to the point one has to run between seminars to hear the most popular topics, frequently to find a long waiting line. Getting a mobile connection is spotty (although it was much better in 2011 than in 2010). Don't even think about eating during "normal" meal times, as every bar and restaurant is packed, often with 6-7 people crowded around a table for 4. And I've completely given up on any party or event that is "free" - life is just too short and I can afford to buy my own beer, thank you very much.

At some point, maybe even in 2012, one of two things is going to happen. Either people like me will say, "This is nuts - whatever the info, its not worth fighting the crowds. I'm not doing this next year." Or, the Austin Fire Marshall will come to the Convention Center one day, look around and say, "Seriously?"

But one thing is probably certain: SXSW 2013 will cost more than 2012. Badge prices will go up, hotels rates will go up and sell out faster, and the number of restaurants who use "special" menus that week will increase. So, if you've ever wanted to go to SXSW, cowboy up this year and just do it. Buy your badge right now, get a hotel room, and join us for the show - just in case this is the last time its worth it.