Plus, we're breaking down the origins of the breakfast taco.
 
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💸 In this economy?

How much do Austin’s festivals contribute to the local economy?

The ACL flags flapping over a crowd of festival-goers.
The first ACL Fest was held in 2002. | Photo by Chad Wadsworth
Festival season is in full swing, but let’s be real, when isn’t it in Austin?

Whether you’re a festival fanatic or prefer to avoid festival traffic, Austin’s annual international festivities keep the local economy chugging. We’re taking a quick look into how much cold, hard cash some of Austin’s most famous events bring in.

Austin City Limits Music Festival

ATX_ACLeconomicImpact

ACL 2020 was not included, because it was held virtually.

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Graphic by ATXtoday

All-time economic impact: $3.08 billion, equivalent to 32,201 jobs.
All-time funding for the Austin Parks Foundation: $55 million

2022
  • Contributions to the Austin economy: $447.9 million
    • That figure is equivalent to 3,578 full-time jobs.
    • In comparison, the 2023 Super Bowl contributed about $600 million to Arizona’s economy.
  • $7.2 million, excluding annual fees for Zilker Park restoration efforts, was donated to the Austin Parks Foundation for projects including:
    • Trail improvements and maintenance at the Barton Creek Greenbelt
    • Restoration of the historic Henry Madison Cabin at Rosewood Neighborhood Park
    • Designing Austin’s first all-abilities playground at Onion Creek Metropolitan Park
Note: ACL Festival began tracking economic impact in 2006, four years after the festival began.

SXSW

A graph showing SXSW's economic impact from 2009-2022.

SXSW 2020 and 2021 were not included, by nature of being canceled and held fully virtually.

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Graphic by ATXtoday

Economic impact since 2009: ~$2.88 billion

2022
  • Contributions to the Austin economy: $280.7 million
  • $1.8 million in hotel occupancy tax revenue, which came from 10,000 SXSW direct hotel reservations, or 45,500 room nights.

Formula 1 US Grand Prix

All-time economic impact: ~$7 billion

2021
  • Contributions to the Austin economy: ~$1 billion
    • Around 400,000 fans sat in the audience.
    • Formula 1 fans reportedly spent $600 million in the city during Grand Prix weekend.
  • The day after the race ended in 2022, Austin Bergstrom-International Airport saw a record-breaking amount of passengers.
Note: the 2022 US Grand Prix economic impact report had yet to be released at the time of publication.
Events
Thursday, July 6
  • “Mortal Kombat” | Thursday, July 6 | 7:30 p.m. | The Paramount Theatre, 713 Congress Ave., Austin | $11 | The screening of this film, which is based on the popular video game, is co-hosted by We Luv Video.
  • RuPaul’s Drag Race: “Werq The World” 2023 | Thursday, July 6 | 8 p.m. | ACL Live, 310 W. Willie Nelson Blvd., Austin | $75-$125 | Don’t miss seeing your favorite “RuPaul’s Drag Race” Season 15 finalists at this production taking place in the “Netwerq.”
Friday, July 7
  • Louis Tomlinson | Friday, July 7 | 7 p.m. | Moody Amphitheater, 1401 Trinity St., Austin | $33-$408 | The Snuts and Andrew Cushin will perform alongside the former One Direction star.
  • Roald Dahl’s “Matilda the Musical” | Friday, July 7-Saturday, Aug. 12 | 8:15-10:30 p.m. | Zilker Hillside Theater, 2206 William Barton Dr., Austin | Free | Roald Dahl’s classic tale of a young girl discovering her magic comes to life at Zilker Park.
Saturday, July 8
Events calendar here
Click here to have your event featured.
 
News Notes
Travel
  • Austin Bergstrom-International Airport and Copa Airlines will celebrate the inaugural nonstop flight from Austin to Panama City today. Flight CM 0716 to Panama City will depart at 3:34 p.m. on Mondays, Wednesdays, Thursdays, and Saturdays.
Event
  • The Bullock Texas State History Museum will celebrate former Lieutenant Governor Bob Bullock’s honorary 94th birthday with a big, free party. The Bob Bullock Birthday Bash will include admission to all galleries, Texas-inspired games, and interactive activities from 10 a.m.-5 p.m. on Sunday, July 9.
Sports
  • You can now support Verde everywhere you go with specialty Austin FC license plates. More than 350 Texans have already pre-ordered the plate, which is available now starting at $50 per year. (KXAN)
Open
  • The Nutty Brown H-E-B is now open, in the same spot where the Nutty Brown Café and Amphitheatre stood until November 2021. The new location pays homage to its roots with displays of memorabilia from the venue, including signed guitars and vintage photography. (KVUE)
Community
  • Deep Eddy Pool reopened after closing for repairs and cleaning in late June. The historic swimming pool is once again open from 8 a.m.-8 p.m. daily.
Trending
  • In case you missed the fireworks on the Fourth of July, they were pretty happy. The annual fireworks show over Auditorium Shores debuted smiley face explosives that delighted Austin Redditors.
State
  • The Lower Colorado River Authority awarded $800,000+ during the most recent round of grants to 34 projects across the state, including those for first responders and the community. Applications for the next round of grants closes on Monday, July 31. (KXAN)
Shop
  • If you’re looking to buy a new pair of sunglasses this summer, you’re in luck. Our online store (Six & Main) has you covered with a variety of polarized, floating sunglasses… that’s right they float in the water. Find your perfect pair now.
Food

🌮 Taco ‘bout history

The delicious history of breakfast tacos

A close up of a breakfast taco from Cenote.
Cenote’s breakfast tacos are so big, you might need to eat them with a fork. | Photo by @konarik305
Spoiler alert: Austinites love breakfast tacos. But where was the first breakfast taco served?

In short, no one really knows for sure.

Breakfast tacos — a staple meal to residents of Austin, San Antonio, Rio Grande Valley, and Corpus Christi — are widely believed to have originated in Monterrey, Mexico in the early 1900s before spreading to Texas around ~1950.

Texas Monthly’s taco editor José Ralat doesn’t believe any Texas city can definitively claim to be the origin of the humble breakfast taco.

Here’s what we do know about Austin’s taco ties:
  • Austin Hot Sauce Contest founder Robb Walsh claims Austin coined the Anglo phrase “breakfast taco,” but did not create the dish itself.
  • Breakfast tacos are a source of competition between Austin and San Antonio, so in 2016, mayors of both cities held the Great Breakfast Taco War to break tortillas — er, bread.
One thing is for sure: breakfast tacos are for everyone to enjoy.
Asked

What’s your go-to breakfast taco order?


A. Bacon, egg, and cheese
B. Sausage, egg, and cheese
C. Potato, egg, and cheese
D. Other
Order up
 
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The Wrap
 
Laura Figi.jpg

Today’s edition by:
Figi

From the editor
Growing up in Albuquerque gave me some pretty strong feelings about Mexican food. Burqueños love to eat a breakfast burrito, the heartier rolled cousin of the breakfast taco.

These days, I’m a raving breakfast taco fanatic, but I prefer to eat them served on corn tortillas. You can take the girl out of New Mexico, but you can’t take the burqueña out of the girl.
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