Why a mission to SXSW changes what you bring back from Austin

Join Experience Club + PROS at South By Southwest 2027 for a curated experience built around content, connections and the conversations shaping what comes next.

Every March, Austin brings together some of the most relevant conversations in business, technology and culture. Across hundreds of sessions, activations and meetings, executives, entrepreneurs, investors and creators discuss the forces reshaping companies and markets — from AI and the future of work to consumer behavior, leadership and new business models.

The opportunity is enormous. So is the challenge.

South By Southwest (SXSW) happens everywhere, all at once. The most valuable session may compete with a private meeting across town; an unexpected conversation can change the day’s agenda; and the sheer volume of content makes it difficult to separate what is interesting from what is genuinely relevant to your business.

That is why how you experience SXSW can matter as much as being there.

A better way to experience Austin

For the fifth consecutive year, Experience Club + PROS will take a selected group of business leaders to SXSW, combining content curation, exclusive networking and a shared journey through Austin.

The experience starts before the flight. Through the Upload, participants arrive with a clearer view of the themes, sessions and conversations worth following. During SXSW, real-time recommendations and daily coverage help the group make better choices across an agenda that changes constantly. After the festival, the Download brings the week together, organizing the main insights and helping translate them into business perspective.

But the mission is not only about navigating the agenda. It is also about who you navigate it with.

CEOs, executives, founders and investors from different industries spend the week exchanging impressions, comparing what they are seeing and continuing conversations long after a session ends. Daily gatherings, content wrap-ups and networking moments create an environment in which a discussion about AI can quickly become a conversation about talent, customer experience, strategy or the future of an entire industry.

The goal is not to come back from Austin with more notes. It is to come back with better connections, stronger references and a clearer view of what may matter next.

What participants bring back

For Maurício Ferreira, CMO at Microsoft, the combination of curation, organization and relationships changed his first SXSW experience:

“Real care and attention to detail before, during, and after the event. The curation covers everything in detail, packed with content, paired with moments of fun and downtime. An incredible group that goes way beyond networking.”

Renata Persona, CMO at TotalPass, also highlights the value of having a group that helps organize both the content and the experience around it:

“I always dreamed of attending SXSW and wanted to be with a group that would help organize the agenda, share tips about the city and the content, build good connections, and give me peace of mind to enjoy the event. Being with EXP+PROS was the best choice. Those were incredible days, full of knowledge, new friends, and new places. A wonderful experience.”