It’s no secret that Texas likes to do things big. Big cars, big hair, big football games, big steaks.

And, for some cities, big booms and busts.

Austin has seen its share of both. After a truly Texas-sized expansion in the 1990s, the city underwent a stagnant period following the millennium. Hitching up its bootstraps — or, in the case of funky Austin, its sandal straps — the city went to work creating new jobs. In 2003, the Austin Chamber of Commerce’s Economic Development Council launched Opportunity Austin with a goal of 72,000 new jobs in five years and a $2.9 billion aggregate increase in payroll.

The plan proved a success, attracting 19 businesses in its first year alone, and the growth keeps coming. Recently Expansion Management magazine named the Austin-Round Rock metropolitan statistical area “Best Overall Metro” in a comparision of more than 360 other U.S. regions. Austin Mayor Will Wynn noted, “Job creation, business expansions, and sales tax revenues are all up while unemployment is down. City, county and state governments have been working together with school districts and the business community to ensure that Austin is a top competitor for good jobs that will enhance our reputation as one of the best cities in the country in which to live, work and play.”

Austin’s diverse economy revolves around state government, research, development and high technology, thanks in a large part to a booming microchip industry. The lion’s share of the manufacturing work force is employed by high-tech industry, with a large number of workers employed by such service-based high-tech businesses as computer programming and software design. Dell Computers alone employs 17,000 area residents, making it the largest private sector employer.

Although Dell is a homegrown company, other high-tech companies have relocated to Austin from Silicon Valley in search of lower costs, so many, in fact, that Austin is sometimes called “Silicon Hills.” South Korea’s Samsung Electronics built the manufacturer’s first installation outside of South Korea in the city. Currently the company is making plans for an additional $3.5 billion investment in another semiconductor plant. Other hightech giants include IBM, Advanced Micro Devices, Freescale and Motorola, as well as numerous game developers, so many that the city is considered a national leader in the field.

The computer gaming industry links Austin’s high-tech world with its creative industries: filmmaking and music. Considered the No. 2 U.S. city for filmmaking after Los Angeles, Austin also holds the title as “The Live Music Capital of the World” thanks to its numerous clubs and live venues.

It’s not just the business climate but also the unique atmosphere that makes Austin special. Sure, the capital city is home to both high-tech industry and numerous state offices, but the mood here is one that encourages any excuse to toss off the ties and suits. Special events, like Eeyore’s Birthday, celebrating the pal of Winnie the Pooh, and Halloween, an adult costume bash drawing more than 70,000 merrymakers to the downtown entertainment district, have given Austin a reputation as a city that doesn’t always take itself too seriously. It’s a sentiment echoed by the city’s most popular bumper sticker: “Keep Austin Weird.”

LODGING

THE DRISKILL

Built by a cattle baron, The Driskill historically has been Austin’s best known hotel, first drawing attention as a favorite of President Johnson, and serving as the headquarters for the White House Press Corps many times during his time in office. Each of the guestrooms reflects the long history of the hotel, and contains European bath amenities, three telephones, T1 computer lines, a minibar, and plush terry robes. The hotel is located on the edge of the Sixth Street Entertainment District, and within walking distance of the State Capitol complex and the Austin Convention Center. $$$$
THE DRISKILL
604 Brazos St.
t el 800 252 9367, 512 474 5911
fax 512 474 2214
http://www.driskillhotel.com

LAKEWAY RESORT AND SPA

On the shores of Lake Travis, just 40 miles from Bergstrom International Airport (AUS), the Lakeway Resort and Spa is the 21st century incarnation of the Lakeway Inn, a legendary Texas resort established in the 1960s as one of the state’s first dedicated resort and conference centers. The historic property, situated on a 16-acre peninsula in Texas hill country, features 168 newly remodeled guestrooms and two elegantly appointed suites, a spa, a 5,200-square-foot ballroom and meeting rooms with expansive views of the lake. There’s a fitness center and business center onsite. Guestrooms are wired for high-speed Internet access. $$$$
LAKEWAY RESORT AND SPA
101 Lakeway Drive
tel 512 261 6600, fax 512 261 7311
http://www.lakeway.dolce.com

BARTON CREEK RESORT AND SPA

Located southwest of the city, this often-lauded resort is a favorite with golfers. Offering 54 holes to challenge even the most dedicated player, the 300-room resort maintains a Southwestern style. Originally built as a conference resort, the property offers many business amenities including wireless and wired high-speed Internet service throughout the resort, a business center, and transportation to Austin-Bergstrom International Airport (AUS). $$$$
BARTON CREEK RESORT AND SPA
8212 Barton Club Drive
tel 800 336 6158, 512 329 4000
fax 512 329 4597
http://www.bartoncreek.com

DINING

SHORELINE GRILL

For a ringside seat to view the bats making their evening departure from beneath the Congress Avenue Bridge, this elegant eatery next to the Four Seasons Hotel Austin is the place. Most often lauded for its crab cakes and prime rib, the menu also offers such popular options as Texas fried shrimp with habanero sauce, grilled tuna and roasted salmon. The restaurant offers an excellent view of Town Lake and al fresco patio dining is tops most of the year. $$$$
SHORELINE GRILL
98 San Jacinto Blvd.
tel 512 477 3300
http://www.shorelinegrill.com

STUBBS’ BAR-B-Q
Stubbs’ is well known for both its barbecue and its blues, with a long history of featuring both smokin’ musicians and slow-cooked meats. Try Stubbs’ beef and pork link sausage, beef brisket, and either beef or pork spare ribs. Plates are heaped with traditional side orders such as potato salad, coleslaw, beans, country greens and more. If barbecue’s not your thing, you’ll find a catch of the day on the menu as well as chicken-fried steak, marinated chicken breast, and other dishes prepared away from the smoker. $
STUBBS’ BAR-B-Q
801 Red River
tel 512 480 0203
http://www.stubbsaustin.com

FONDA SAN MIGUEL
Fonda’s hacienda Sunday brunch is an Austin treat, as is the classic Mexican cuisine on the regular menu. Veracruz-style fish, shrimp in tomatillo sauce and Yucatan-style pork are top menu options. The restaurant features a beautiful setting of Mexican tiles and artifacts and a plant-filled bar serving unique drinks. $$$
FONDA SAN MIGUEL
2330 W. North Loop
tel 512 459 4121
http://www.fondasanmiguel.com

DIVERSIONS

The focal point of Austin is the State Capitol, truly a building of Texas-sized proportions. Taller than its national counterpart, the pink granite building is filled with history and legend, and guided tours as well as display cases share the story. Start your visit at the Capitol Visitors Center (112 E. 11th St., tel 512 305 8400, http://www.tspb.state.tx.us/CVC/home/home.html) for tours and exhibits.

A short walk north, the Bob Bullock Texas State History Museum (1800 N. Congress Ave., tel 512 936 8746, http://www.thestoryoftexas.com) showcases the history of the Lone Star State from European exploration to recent times. Also within walking distance lies Austin’s newest museum: the Blanton Museum of Art (Martin Luther King Boulevard at Congress Avenue, tel 512 471 7324, http://www.blantonmuseum.org). The largest university art museum in the country, the Blanton’s collection includes more than 17,000 works and is recognized for its Old Master paintings as well as modern and contemporary American and Latin American art.

More history also can be seen at the Lyndon Baines Johnson Library and Museum (2313 Red River St., tel 512 721 0200, http://www.lbjlib.utexas.edu), located on the campus of the University of Texas at Austin. This grand facility is filled with more than 35 million historic documents, films and exhibits on Johnson’s life and career, and even a reproduction of the White House Oval Office. LBJ’s first lady was the powerhouse behind the Lady Bird Johnson Wildflower Center (4801 La Crosse Ave., tel 512 292 4100, http://www.wildflower.org), located on the south side of town. This unique institution is the only one in the nation devoted to the conservation and promotion of native plants and flowers.

During warm weather months, nightlife in Austin often starts at sunset along the shores of Town Lake. These lakeshores offer one of the top ecotourism attractions in the area: the chance to watch the night flight of the nation’s largest urban colony of bats. Located within walking distance of the Austin Convention Center and many of the downtown conference hotels, the lakeshore draws hundreds of onlookers every day from March through October when more than 1.5 million Mexican free-tailed bats make the nightly exodus at sunset to feed on the insects of central Texas. Austin has adopted the little creatures, so much so that the city’s hockey team has even taken the name the Austin Ice Bats.

The city’s warm feelings about the tiny mammals are just a hint at the strong ecotourism sentiment found in the capital city. Protected areas around the city offer hiking to view endangered bird species while downtown swimmers can take a dip year-round in the clear waters of Barton Springs (2101 Barton Springs Road, tel 512 476 9044, http://www.ci.austin.tx.us/parks/bartonsprings.htm), one of Texas’ largest swimming holes. Located in Zilker Park, the springs are home to endangered salamanders and are fiercely protected by local conservation groups.

After sunset, the attention turns both north and south. The city that’s nicknamed “The Live Music Capital of the World” is an eclectic scene powered by talent ranging from garage-band startups to internationally known names. Thanks to television’s Austin City Limits, the Austin beat has caught on around the world through names that include Willie Nelson, Lyle Lovett, Kelli Willis, Pat Green and Robert Earl Keen. They’re all well received by music fans in this city that gave Janis Joplin her start years ago.

The heart of the nightlife scene is the Sixth Street Entertainment District where Friday and Saturday nights are often standing-room-only. West of Sixth Street, the Warehouse District once was filled with dilapidated storage facilities. Today from its heart at Fourth and Colorado streets, this area offers everything from cappuccino to cigars to cabernet — plus cool clubs. Dominating the district is Antone’s (213 W. Fifth St., tel 512 320 8424, http://www.antones.net), “Austin’s Home of the Blues.” Moving west, blues, rock and country are showcased at the Austin Music Hall (208 Nueces St., tel 512 495 9962, http://www.austinmusichall.com) where the city once said good-bye to its own blues legend, Stevie Ray Vaughn, with a starstudded tribute.

In addition to all the downtown options, Austin’s music scene flows across Town Lake and into South Austin to one of the city’s best known country venues, the Broken Spoke (3201 S. Lamar Blvd., tel 512 442 6189, http://www.brokenspokeaustintx.com). The sounds of performers ranging from Bob Wills to Willie Nelson have filled this South Lamar honky-tonk, and the dancehall is still the place for some two-steppin’ and boot-scootin’.

At Home With Bob Lander, President and CEO
Austin Convention and Visitors Bureau

Global Traveler: Please tell us about your background in the tourism industry and how you came to be at the Austin CVB.
Bob Lander: Prior to joining ACVB, I spent more than 20 years in the hotel industry in various positions including general manager, director of marketing, regional sales and marketing director and vice president sales and marketing, primarily with Stouffer and Renaissance Hotels & Resorts. In 1996, I joined the Greater Phoenix Convention & Visitors Bureau as vice president of sales and marketing and eventually became the executive vice president. My move to Austin as president and CEO of the Convention and Visitors Bureau was announced on Sept. 10, 2001.

GT: How has Austin changed during your tenure at the Austin CVB?
BL: The hotel market in Austin, heavily reliant on the technology sector at the time I arrived, had already started to experience occupancy declines. From flying high in 1999 and 2000, Austin’s hospitality industry was impacted by 9/11, the crash of the dot-com industry and global economic fallout. Our sales staff spent the next two years concentrating on short-term group business, diversifying our market mix, and preparing our staff and the destination for the infrastructure changes that were already under way. Within that time frame, the Austin Convention Center completed construction on an addition that doubled the meeting and exhibit space, including an additional 48,000-square-foot ballroom and an interior remodel of the existing space.

In addition, an 800-room Hilton Hotel opened adjacent to the Austin Convention Center, providing a much-needed headquarters facility downtown. Further hotel development ensued, and currently our convention package offers more than 5,500 available guestrooms in the downtown area. Several other hotel projects are either under way or in the early stages of development: a 1,000-room Marriott-Renaissance Hotel project, a Kimpton Hotel, a W Hotel, a Westin Hotel, two independent luxury properties and a conference center.

Business travel demand has diversified in all sectors of the city, and occupancies and average rates have increased across the board. Demand has continued to outstrip supply in each of the last three years. Leisure travel has also increased significantly as Austin’s reputation as an entertainment and cultural destination continues to grow. The vitality of the music scene, new museum offerings, a healthy arts community and a general vibe that Austin is a “place to be” resonates with all market segments.

GT: When talking with Austin visitors, what most surprises them about Austin?
BL: First-time visitors are surprised at the unique topography of our capital city, with myriad waterways and the surrounding beauty of the Hill Country.Within a short drive of Austin are at least 20 different side trips that provide very interesting diversions from the city. The nightlife offers something for everyone with nearly 200 live music venues that demonstrate the broad scope of our music and our culture.

GT: Based on your experience, how do you predict Austin changing in the coming 10 years in terms of appeal for business travelers?
BL: The Austin region will continue to grow in the upcoming years with Williamson County to the north experiencing unprecedented development and San Marcos to the south continuing to close in on our southern border. The challenge, however, for the city of Austin will be to manage growth while continuing to provide a quality experience for visitors and a quality of life for residents that represent the values that make Austin unique. Virtually every decision on growth involves intense public discussion and community representation.

A vital city core will remain a priority in the years to come, with more than 25 residential projects currently under way in downtown Austin. As a city, Austin provides a unique quality of life for its residents, which will always make it attractive to businesses interested in relocation or for company events. We continue to attract the best and the brightest to our work force and hope to continue our growth in the business and leisure travel sectors.

INFO TO GO

Austin is served by the Austin-Bergstrom International Airport (AUS); although some direct service is available, many flights connect through Dallas or Houston. The airport terminal boasts many distinctive Austin touches including eateries, local artwork, and often live music. Expect a 15- to 20-minute ride from the airport to downtown; numerous taxi services as well as SuperShuttle (tel 512 258 3826, 800 BLUE VAN, http://www.supershuttle.com) provide service.

Austin’s clean-air Capital Metro (tel 512 389 7400 or 800 474 1201, http://www.capmetro.org) city buses (they burn natural gas) serve passengers downtown and around town. The green ’Dillo Express is an easier way to get around downtown; the free trolleys provide circular service to downtown and the restaurants and clubs on Sixth Street, to the University of Texas campus, and state office buildings. There’s also a weekend route that links the most popular tourist attractions.