This year, Las Patronas hit the streets of Austin for an unforgettable SXSW. While it was the first time for me and MaryAnn, we were lucky to have Anjelica a seasoned SXSW veteran leading the way. Having been many times before, Anjelica was our beacon of advice, providing the mentorship we needed to navigate the beautiful, high-energy chaos of the festival.
Even with a pro in our corner, the scale of SXSW is unlike anything else. We initially felt that pang of FOMO realizing we couldn’t be everywhere at once. But with a little reassurance from Anjelica, we realized the magic isn’t in seeing everything; it’s in the quality of the moments you choose. Once we leaned in, our true journey began.
The absolute peak of the trip was the Sony Music Latin Showcase. We had an incredible interview setup where MaryAnn absolutely knocked it out of the park. Watching her connect so authentically with the artists, followed by seeing those same artists command the stage live, was an electrifying reminder of why we do what we do. It was a 10/10 moment of pure creative synergy.
To make the most of the festival, we split up to cover different ground, and the insights we brought back to the group were incredible:
Empowerment at the Women’s Event: Monica and Anjelica attended a Women’s networking event that was deeply moving. Standing in a room full of powerhouse women, hearing their stories and introducing ourselves, was incredibly inspiring. Hearing what everyone is building made us both a bit emotional it was a powerful opportunity to connect and feel the strength of our community.
The Future of Health: MaryAnn headed to the Healthcare Innovation Stage for a fascinating panel: “Renaissance in Obesity Treatment Innovation.” It was an eye-opening look at how clinical innovation and technology are converging to reshape care, proving that SXSW is as much about the future of our well-being as it is about entertainment.
The networking within the dedicated “Houses” was unparalleled, and we loved exploring what each represented.
The Tech Expo was mind-blowing, but the “activations” were where we experienced the brand magic. As the major sponsor, Rivian pulled out all the stops. Their Joyride experience was a total 10/10. Being driven through a professional obstacle course with the Texas State Capitol as our backdrop was phenomenal!
With the Convention Center under construction, the walking was no joke. Anjelica’s #1 piece of advice held true: Dress for comfort. Your shoe choice will make or break your experience. Comfortable footwear isn’t just a suggestion—it’s a requirement for survival!
The biggest takeaway? The road to SXSW 2027 starts now. We are walking away with full hearts, new ideas, and a stronger bond as a team. We are already counting down the days until we can do it all over again!
Our 2027 Mantra:
