A five-star bathroom experience, a 30-foot-tall inflatable poop: Addison-based Pourri made a splash at its South by Southwest debut.

Why it matters: It's a buzzy marketing moment for the 17-year-old company and founder Suzy Batiz as she maneuvers Pourri into its next chapter.

State of play: Pourri, which dropped the "poo" from its name in 2022 to take on a wider variety of odor-elimination products, partnered with Rolling Stone for events scattered around the festival.

Between the lines: Companies like Pourri see SXSW as a massive stage to capture consumer attention and showcase their brands.

• Brand "activations," as they're called at SXSW, are known for headline-grabbing stunts at various venues, with big musical acts and free swag to drive attendance. It's common to see a line down the block to get inside.

Zoom in: It seemed like Pourri was everywhere at South by Southwest.

• Attendees were encouraged to pick up tap-enabled Poo-Pourri pocket sprayers in the convention center's registrant lounge. The sprayers served as a pass to Pourri x Rolling Stone events and featured a "bathroom finder" with an option to review public bathrooms in the area and be notified of daily giveaways.

What's next: Batiz said she expects Pourri's Dallas-area headquarters to continue growing as the brand moves into other categories, and she has no plans to call it quits.

• "We're in a major expansion phase, and I can see that expansion keep happening," Batiz told Axios. "People always ask me, 'Would you sell the company?' and I'm like, well, somebody needs to come run it better than me or do a better job. It's not that I think I'll have Pourri forever, but it's my child. She's growing."

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About 3.8 million Texans are eligible to use a new Internal Revenue Service tool to file their 2023 federal taxes for free.

Why it matters: Texas is one of 12 states participating in the IRS Direct File pilot, which could reshape how millions of Americans do their taxes and disrupt the multibillion-dollar tax preparation industry, per Axios' Jacob Knutson.

The big picture: April 15 is the deadline for most taxpayers to file their personal federal returns, pay any taxes owed or request an extension.

How it works: Users can check their eligibility using the Direct File website and, if they're eligible, enter their income information to file their federal taxes.

• The tool comes with customer support, a checklist for completing the steps and tutorials in English and Spanish.
• Users can review the information they've entered and see how much they owe before filing the return.

Yes, but: Eligibility depends on your type of income and tax credits. You also can't itemize deductions.

• The tool only does federal filings — not state ones. Texas doesn't have a state income tax, but people who conduct business where there's a state income tax have to file returns there.

What's next: The IRS says it issues most refunds within 21 days but taxpayers shouldn't depend on receiving a payment by a certain date because of delays.

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The average spring temperature in Dallas-Fort Worth has increased nearly 4 degrees since 1970, per a recent Climate Central analysis.

Why it matters: Seasonal climate change discussions often focus on summer and winter, when temperatures are typically at their annual high and low extremes.

• But the "between seasons" are affected too, report Axios' Alex Fitzpatrick and Alice Feng.

What they found: Average springtime temperatures warmed by 2.2°F from 1970 to 2023 across nearly 230 U.S. cities analyzed by Climate Central. The group's analysis is based on NOAA data and looks at meteorological spring, which begins March 1 and ends May 31.

• Spring has gotten notably warmer in the American Southwest, where average seasonal temperatures have risen by more than 6 degrees in some places.

Zoom in: In D-FW, the average springtime temperature was about 63 in 1970. It was 67 last year.

• El Paso saw an increase of 6.3 degrees. Muggy Houston's springtime average rose 4.7 degrees.

The bottom line: Warmer springtime temperatures can lead to longer allergy seasons and changes in agricultural growing times.

🛳️ Dallas-based Heritage Auctions is selling roughly 1,000 movie props this week, including the wooden plank-turned-raft that "Titanic" fans have questioned for decades. (DMN)

🏈 Former Cowboys linebacker Leighton Vander Esch announced that he's medically retiring from the NFL, just days after being released from the team. (NBC5)

🍻 The Old Monk, the long-standing pub on Henderson Avenue, will open a second location in Oak Cliff. (D Magazine)

💼 Check out who's hiring on our Job Board.

1. AVP, Release Management at Bank OZK.
2. Website Personalization Manager at Apple Leisure Group.
3. Dir, Integrated Communications at University of North Texas.

Want more opportunities? Check out our Job Board.

Hiring? Use code FIRST50 for $50 off your first job post.

A warm spring day calls for tacos, margaritas and a visit to the park.

• Well-decorated Miriam Cocina offers a robust menu just across the street from Klyde Warren Park.

What to order: #5 — a chicken mole enchilada and a slow-cooked beef short rib taco served with red rice and black beans.

Where: Miriam Cocina Latina, 2015 Woodall Rodgers Freeway.

Cost: $18

Pro tip: The cocktails and margaritas are delicious, but teetotalers can get a tasty alternative by ordering an agua fresca or the El Sanador, an herbal, citrusy concoction with Topo Chico.

Six-word review: Delectable sauce, flavorful meats, perfect sides.

🤔 Know a great taco we should try? Hit reply and tell us.