South by Southwest looked different this year, but organizers say they believe attendance held steady, even as the shorter schedule might have cut into overall tourism revenue.

Why it matters: SXSW's new schedule was a major test — not just for the fest itself, but for the hotels, restaurants and venues that rely on its economic impact.

Driving the news: Compared to last year's 9-day run, this year's 7-day schedule meant nearly 20% fewer hotel rooms sold — equating to $10.5 million less hotel revenue citywide, per data from Visit Austin provided to Axios.

By the numbers: But when looking at comparable dates during this year's 7-day run, hotels saw demand up 12% compared with the first seven days of SXSW last year.

• Friday night alone approached "sellout status" — 95% occupancy — which hasn't happened since 2019, according Visit Austin president and CEO Tom Noonan.
• "The 2026 data tells a story of two halves: a record-breaking start ... contrasted by the expected impact of a shorter event window and the ongoing absence of the Austin Convention Center," Noonan tells Axios.

Zoom in: The shortened schedule also reshaped short-term rental demands, according to data from AirDNA, which analyzed Airbnb and Vrbo bookings during SXSW.

• Bookings surged early, with a 20% increase year over year for Friday, a 15% increase for Saturday and 6% increase Sunday, according to AirDNA research analyst Linda Rollins.
• Overall short-term rental demand was down 19% year over year across the same 9-day period, mirroring hotel trends.

What they're saying: SXSW organizers say they haven't received final attendance figures but expect 2026 attendance to be on par with the 309,300 attendees in 2025.

Yes, but: Downtown Austin saw a slight dip in average daily foot traffic, per cell phone data from the Downtown Austin Alliance.

• On average, 164,400 people visited downtown during each day of this year's festival — roughly 7,400 fewer than in 2025, when the average daily attendance was 171,900.

Caveat: Downtown Austin Alliance's boundaries don't include SXSW venues beyond the downtown area, like programming at Auditorium Shores, a show at Concourse Project and popular film venues like Alamo Drafthouse South Lamar and AFS Cinema in North Austin.

Lyft rides jumped

Austin-based biologist and conservationist Merlin Tuttle helped Austin embrace its Mexican free-tailed bat colony.

Catch up quick: Austin's bats weren't always beloved. In the 1980s, residents feared that the creatures settling under the new Congress Avenue Bridge would bring disease.

• Tuttle worked to shift public perception of Austin's bats — the largest urban bat colony in the world.

What's happening: We caught up with Tuttle ahead of his Earth Day conversation at Huston-Tillotson University to talk about misconceptions around bats, why they matter and how to help their population in Austin and beyond.

This interview has been condensed and lightly edited for clarity.

1. What are we still getting wrong about bats, even in Austin?

"Bats are incredibly valuable to the state of Texas. According to Texas Parks and Wildlife Department, they're saving Texas farmers a conservatively estimated $1.4 billion a year."

2. What's one simple way Texans can help bats?

"Putting up bat houses are certainly a good way to help such bats, but it also accomplishes something just as important. It gives you a conversation piece to explain to neighbors ... you can help them get over their pointless fear of bats and be more tolerant."

If you go: Tuttle's Earth Day event is free but tickets can be purchased at a pay-what-you-can rate. All proceeds benefit the university and Tuttle's bat conservation.

The best time to see bats

✏️ City Council members want more say in how 10 Austin ISD campuses closing this year will be used. (Austin American-Statesman)

🏙️ The developer behind the MetCenter business park in Southeast Austin is eyeing a mid-scale data center project in Hutto. (Austin Business Journal 🔒)

🎓 UT's Moody College of Communication will offer three new minors in digital game industries, advertising and radio-television-film beginning this fall. (The Daily Texan)

Girls are increasingly joining the typically male-dominated sport of football despite fewer leagues and opportunities.

The big picture: The NFL is investing in female flag football, and the Olympics is planning the sport's debut in 2028.

• Most women who want to play turn to flag football, but tackle is gaining traction.

The latest: Nationwide, 17 states' athletic associations have sanctioned girls varsity flag championships.

Zoom in: In Central Texas, a program supported by the Dallas Cowboys and Houston Texans just launched its second season.

• More than 250 girls from 18 high schools in the greater Austin area are participating in the program, as the sport aims for sanctioning from the UIL, which governs interscholastic competition.
• "This is such a special moment and an incredible opportunity for our female student-athletes to get out there, compete and be part of something bigger than themselves," Austin ISD Academic Coordinator Crystal Victorino said in a news release.

Meanwhile, CTX Sports runs a league in Leander, starting April 12.

👋 Asher here, your fearless flower correspondent.

Walking around my Austin neighborhood, just north of the University of Texas campus, I've been impressed by (and maybe a little jealous of) my neighbors' yards.

📸 Send us a photo of your yard in bloom — and we might just put it in an upcoming newsletter.

• Zap it to [email protected].

The bottom line: Springtime means flower time.