My 2016 South by Southwest To Do List

South by Southwest kicks off this week, and even though it’s my third time attending, it still feels like I’m a decade behind.

Which of course is crazy to have FOMO over something you’re actually doing, but nonetheless, that’s how I feel. Stronger than my FOMO is my HYPE. I’m uncontrollably excited. SXSW is a magical convergence of art, business, inspiration, food, networking, and Austin. Love that place. If you’ve never been and are going…I won’t spoil it for you. It’s supremo.

The first time you attend SXSW, people advise that you use it as a breaking-in experience. The event is so overwhelming, broad, and consuming that it really does require a massive adjustment. There are times in the day when you don’t know which of the fifty sessions to be in. What activations to spy on. What margarita bar to drink in. What trade show exhibit to immerse in. Or maybe you should just wander into a coffee shop and meet some new friends.

My first Southby I got sick. I never get sick. I couldn’t believe it. I spent over two days in bed with the flu. My second Southby was amazing, but I had to leave after two days. This year? Well, I am not feeling great as I write this, which means by flying time I will be perfect! I’ve booked a five-night stay so I can see every bit of the Interactive festival as possible. Though I would love to stay for Music, it’s just too long a run.

So armed with self-forecasted good health and all the time I need, I can now put the perfect Southby plan in place. Want to know what I plan to do?

1. See Obama. The POTUS and the First Lady were both announced just last week as keynote speakers. I won’t be there to see Mrs. O, but I plan on lining up early to see the President. I’m giddy with excitement.

2. See Trump. No, just kidding. He’s not on the agenda.

3. Shake hands with a man who designed and built his own artificial arm. The SXSW Trade Show doesn’t start and stop with digital media activations. There are robots, new products, tech gurus, and inspiring medical discoveries. Last year there really was a one-armed man and a crazy long line just to shake his robotic hand. In fact, this year they’re even launching an inaugural Robot Ranch at SXSW Create. Get ready to step into the future.

3. Go to SoutBites. This convergent track has a ton of sessions covering food industry and marketing and festivals, and is a must-attend for any packaged goods marketer. I was particularly enthralled with where food festivals are headed. Culinary events are going to explode over the next few years as the affluent and young both seek new experiences. The way to a man’s heart, and wallet, is still through his belly.

4. Wear my T1 pin with pride when our Chief Creative Officer Graham Lee presents Comic Sans Exists for a Reason on Saturday. I am absolutely sure no one else has original footage of Russell “The Cashman” Oliver in their presentation! Join the discussion around the key question “Is bad design good?” Need the deets? This snazzy graphic says it all.

5. I plan to Dare Greatly. That’s the title of an amazing book I just finished reading, about how dealing with vulnerability can help you succeed. Its author Brené Brown is also doing a keynote, and I’m sure she will be a great presenter, as she crafted the fifth most-watched TED talk of all time.

6. Go to SXsports. The future of sports and the future of tech meet head-on in an open field collision that produces some pretty amazing content. Last year a session on how players are prepared for the NFL combine, down to the minutes they sleep and the ounces of water they drink, was packed. Of course none of us attendees were going to any combine. But oh to dream.

7. Share. I will be writing a couple of blogs for the Association of Canadian Advertisers. So check those out. As well, my team is building an insights presentation about the conference, which we plan to share with our clients in the weeks after our return. Plus you can follow our whole team’s experience through #T1atSXSW. The live feed on our homepage starts Friday, so don’t miss a beat.

I just checked the weather forecast, and the first day or two are a bit rainy, but then the clouds are breaking and it gets very warm. Let’s add sun worshipping to my To Do list right now!