Sarah Ticho’s exhibitor guide to SXSW

Sarah Ticho is a multi award winning artist, entrepreneur, and change-maker at the intersection of health, wellbeing and embodied storytelling using immersive technologies. A year on from winning the Special Jury award at SXSW 2024 for Soul Paint, Sarah returns to SXSW 2025 as Future Art and Culture’s ambassador, kicking off this year’s expedition with exhibitor tips, a detailed food & drink guide and all you need to know before you head to Austin. Over to you, Sarah.

Sarah Ticho

“Congratulations on being accepted to show your work at SXSW! This is a mammoth achievement and I can honestly say SXSW was one of the biggest, most joyful moments of my life. 

As you already know, it is a lot of work to get your piece finished and to meet the needs of the exhibition. Taking Soul Paint there last year was the most memorable experience of my life. We made so many invaluable connections, and made friends with our neighbours and people we met throughout.

The SXSW team who talked us through the process and really went above and beyond to help, so please do know that you are in safe hands. As it was our first rodeo at SXSW, we didn’t know what to expect, so to help you with the knowledge we gained, here is a summary of some key learnings and a list of the best places to eat, drink & dance”.

Exhibition Costs

Exhibiting at SXSW is a bit like having a wedding. There are a lot of costs and things you may not realise you need to pay for, many of which are also tied to the venue. Some of those things include:

• Electricity - you will need to pay both for the required amperage and each plug socket themselves. 

• Wifi - Yes, you need to buy wifi. Prices are extremely variable, and either cable or with a splash page. We managed to negotiate our cost down substantially, but it is worth also speaking with other exhibitors to see if there’s scope to share the cost of wifi if you all do require it.

• They offer screens and other tech  but they are extremely expensive. Some people have recommended renting through another company or buying via large retailers and returning at the end of the festival. I am not officially recommending but just saying.. Other people have… 

• Budget for plenty of taxis around, Lyft, Uber and even the odd scooter.

Installation Set Up 

You’re probably ahead of planning your installation. However, a few key things that can make a big difference include:

• Lighting - the room is very dark, so you will need to consider additional sources of lighting to illuminate key areas, or help create some ambience around your installation. 

• Build a booking desk (A place to handle bookings, charging items, hiding bags)

• Create a place where guests can put their bags during the experience, otherwise people can end up tripping oer them. 

• Charging spots - create areas where you can charge tech including laptops, phones and headsets and remember that you will want easy access to it. 

• We also really loved having a guestbook, this helped gather feedback, and also was a space for grabbing people’s details. Having a business code/QR code also is a quick and nice way for people to remember you.

Running your installation

You will be setting up and running your installation all day every day. There will likely be other things you want to go to, or key meetings to attend. Consider who will be there to run it, and care for each other’s energy, creating shifts or bringing in extra support.

• You can book volunteers through the festival in exchange for money (they give you a minimum wage you must offer) or a ticket to the festival. Some people have had experience of volunteers not showing up so if your exhibition truly relies on them, make sure you have a back up plan. 

• Alternatively you can of course bring your own team, we did this to be on the safe side (and they had multiple roles) although it does have substantial financial implications.

• Buy snacks! It’s a long day, so having anything on hand to keep you going makes a big difference. Bring your keep cups, and having a tupperware with you for inevitable leftovers was actually quite handy.

Networking

You’ll meet plenty of people across the festival. There are parties, but also keep an eye out for key events. Many of the immersive meet ups are at the Fairmont, and a few other satellite events across the official panels, UK House. Keep your cards on you, and alongside LinkedIn, IG etc,  also I’ve been using Blinq as a handy digital business card that can link to your website, socials and they can also share their details back immediately. Some of the most interesting people we met were in a bathroom line at a gig, or navigating the city. Embrace the American ultra friendliness. 

See Austin!

Austin is utterly magical - make sure you can see a bit of the place too. Barton Springs was amazing for a little bit of recovery and a dip, walk along the river, check out the Blanton Art Gallery, step inside the James Turrell at the University of Texas, and make sure you get to the Bat Bridge at sunset! Get there before sunset so you've got time to find a good spot - it’s best if you sit on the grass under the bridge, or hire a paddle board and sit underneath as you watch 1.5 million Mexican free-tailed bats emerge. One of the most incredible things I’ve ever seen (although can be variable in how dramatic it is apparently- we might have just gotten lucky!).

Lastly, protect your energy. This is the FOMO world summit. You will miss parties, talks, weird merch from bizarre brand activations. This is your big moment to share your work, and feeling bad the next day because you stayed out that little longer makes a big difference. Partying can be saved for after the exhibition is done (two-stepping at the White Horse, anyone?).

Good luck, I can’t wait to see you all there -  you’re going to rock it. 

Sarah x

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Austin Restaurant & Venue Guide (Passed on from SXSW Regulars)

Restaurants

• Kemuri Tatsu-Ya – A fusion of Japanese izakaya and Texas BBQ, serving smoked meats with umami-rich flavors. (East Austin) This was my absolute favourite. It was absolutely incredible. 

• Emmer & Rye – Modern American dining with a strong emphasis on whole grains and locally sourced ingredients. Don’t miss the cacio e pepe. (Downtown)

• Launderette – A trendy spot known for its upscale American fare and fantastic brunch. (East Austin)

• Josephine House – A charming cottage serving New American cuisine with a strong focus on fresh ingredients. (Clarksville)

• Loro – A casual Asian smokehouse & bar blending the best of Texas BBQ with Southeast Asian flavors. Great for groups. (South Austin) Another favourite, and really good for big groups. 

• Justine’s – A stylish French bistro with a lively atmosphere, ideal for late-night dining. (East Austin)

• Down Low Dumont – A bar serving craft cocktails with delicious tacos. (Downtown)

• Domo Alley Gato – A unique Japanese bar featuring creative drinks and Japanese comfort food. (East Austin)

• Hestia – A modern live-fire grill concept with a focus on wood-fired dishes. (Downtown)

• Intero – An Italian-inspired eatery with house-made pasta and sustainable whole-animal butchery. (East Austin)

• Pecan Square Cafe – A neighborhood cafe offering a seasonal menu with Italian and Mediterranean influences. (Clarksville)

• Apartment 113 – A hidden gem offering an intimate dining experience with curated cocktails and a rotating menu. (Downtown)

Garage Bar. Photo Credit: Julie Cope

Lunches/Breakfast

• Paperboy – Elevated breakfast and brunch spot with fresh pastries and an inviting rooftop patio. (East Austin) Great for on the go tasty breakfasts, and a nice rooftop. 

• Better Half Coffee & Cocktails – All-day cafe with a solid coffee program and a great burger. (West Downtown)

• Taco Flats – A casual spot for classic Tex-Mex tacos and margaritas. (Multiple Locations)

• Spartan Pizza – A food truck serving New York-style thin-crust pizzas. (East Austin)

• Taco Guerrero Truck – A beloved taco truck known for authentic Mexican flavors. (East Austin)

• Cuantos Tacos – A taco truck specializing in Mexico City-style street tacos. (East Austin)

Coffee Shops

• Mañana – A bright and airy coffee shop known for its espresso drinks and pastries. (South Congress)

• Houndstooth Coffee – A well-respected coffee shop serving expertly crafted brews. (Multiple Locations)

• Flat Track Coffee – A local favorite for strong coffee and bike-friendly vibes. (East Austin)

• Café Medici – A cozy coffee shop with excellent espresso drinks and a relaxed ambiance. (Multiple Locations)

• Cuvée Coffee – Known for their signature nitro cold brew and high-quality beans. (East Austin)

• Fleet Coffee – A tiny but mighty coffee bar serving expertly crafted drinks. (East Austin)

• Figure 8 Coffee Purveyors – A minimalist cafe with high-quality espresso and pour-overs. (East Austin)

Bars

• Garage Bar – A hidden cocktail bar tucked inside a parking garage. (Downtown)

• Small Victory – A cozy, intimate bar known for its expertly made classic cocktails. (Downtown)

• The Roosevelt Room – An upscale cocktail lounge with an extensive menu of innovative drinks. (Downtown)

• Midnight Cowboy – A speakeasy-style bar with a reservation-only policy. (Downtown)

• Here Nor There – An exclusive speakeasy featuring high-end cocktails. (Downtown)

• Howards – A lively bar with great music and a fun crowd. (East Austin)

• Whisler’s – A rustic-chic bar offering craft cocktails and a mezcaleria upstairs. (East Austin)

• Auberge – A stylish and refined cocktail bar. (Downtown)

• Water Trade – A sleek Japanese-inspired cocktail bar attached to Otoko. (South Congress)

Future Art and Culture (FAC) is a major UK showcasing and networking initiative that focuses on the intersection of art and technology. Hosted annually as part of SXSW in Austin TX, FAC is produced by British Underground and Arts Council England with partnership support from the British Council.

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