AUSTIN -- The "Austin Welcomes the World Showcase" in front of Austin City Hall helps music lovers of all ages get into the groove of a festival that's expected to bring about 300,000 people to Austin over ten days.
Shilpa Bakre with the Austin Convention and Visitors Bureau says hotels are full and the economic impact of the festival is expected to top last year.
SXSW also brings increased traffic.
Assistant Chief of the Austin Police Department Raul Munguia says they're watching and adjusting the light cycles, working with SXSW promoters to make sure they have enough police presence in the right places.
The Texas Department of Transportation wants to make sure all the buzz created at SXSW doesn't carry out onto the roadways.
Right now it's also Spring Break and TxDOT warns March through May is the most dangerous season for alcohol-related traffic crashes.
Spokesperson Chris Bishop says the buzz word you should remember is "PASS" for person appointed to stay sober.
Assistant Chief Munguia says those driving downtown should watch the signs as towing is being enforced.
He says it's a safe festival, and wants people to come out and enjoy downtown Austin with the rest of the world.