South by Southwest Conference & Festivals has become synonymous with Austin; the 2017 Zandan poll revealed that it is one of two events most closely tied to the city’s identity, according to the Austin respondents surveyed. SXSW tied with Austin City Limits Music Festival and topped out the Trail of Lights and The University of Texas football games, according to the poll. But Austin residents will comprise just a portion of the conference’s 70,000 attendees. The official SXSW begins March 9 and continues through March 18. Here is what locals should know about changes at Austin-Bergstrom International Airport, ride-share options, local hotel tax revenue and the economic effect of the event.