Austin businesses are preparing for a busy fall event season, with major gatherings such as the Austin City Limits Music Festival (ACL Fest), Formula 1, the Texas Book Festival, and Texas Longhorns football expected to draw large crowds. These events are seen as important drivers of economic activity in the city.
In October 2024, Austin collected over $28 million in sales tax revenue. ACL Fest alone contributed a record $538.8 million in economic impact to the region last year.
Local businesses are using various strategies to benefit from these events. Happy Chicks Chicken Kitchen, a fried chicken restaurant with four locations in Austin, has experienced significant growth by engaging with the city’s event scene.
“Successful marketing programs begin with clear, measurable goals — and event-related activations are no exception,” according to guidance provided for business owners. Businesses near major venues often start planning months ahead by hiring staff and securing permits. For example, Happy Chicks begins food preparation three months before an event and hires additional staff one month prior.
Businesses are also encouraged to use multiple marketing channels before and during events. Physical signage along busy routes like South Lamar and Barton Springs Road can help reach attendees traveling to ACL Fest or F1 shuttle stops. Audio advertising on radio and podcasts is another effective approach; a 2024 report indicated that 84% of podcast listeners take action after hearing about a brand, including making purchases.
Combining in-person activities at festivals with online engagement can increase visibility and build community connections around brands. Since opening in 2017, Happy Chicks has reached customers through festival booths, local business events, social media platforms, and billboards.
Beyond immediate revenue gains, associating with local events can help businesses develop lasting relationships with customers. Happy Chicks has hosted watch parties for sports teams like Austin FC and Round Rock Express and supports schools through academic awards and fundraising spirit nights.
Business leaders encourage owners across Austin to take advantage of opportunities presented by the city’s active event calendar.
“Austin’s booming event scene presents a tremendous opportunity for businesses of all sizes, and business owners can and should seize the chance to be active participants.”
