More than 6,500 public school administrators and other school leaders gathered in January at the Austin Convention Center for more than 200 concurrent sessions (along with general and thought leader sessions) during the Texas Association of School Administrators (TASA) Midwinter Conference.

Midwinter is truly a success if attendees leave with their "cups" overflowing with knowledge and inspiration, according to Sheri Hicks, director, conferences and events for TASA.

"We can measure it by the buzz and chatter it generates on social media and by how much the conference grows from year to year," she says. "We also send a survey to all attendees that generates valuable feedback, but we love it when attendees take the time to quote a speaker or share nuggets of information they learned during a session on social media, or when they recommend attending Midwinter to a colleague."

‘A collaborative bunch’

Hicks says that because educators are a "collaborative bunch," the conference is a great place to discuss challenges they’re facing and share possible solutions.

"Being a superintendent, in particular, can be lonely, because theirs is the only job like it in a particular school district," she says. "Midwinter gives them an opportunity to meet with their peers from other districts across the state to address issues school leaders face every day. Networking and attending the many sessions offered at the conference allows them to learn new things and gain fresh insights to take back home with them."

Student performances during general sessions are a highlight of the annual conference, according to Hicks.

"We invite public school choirs, orchestras and other performing groups to kick off each of those sessions, and they are always a hit," she says. "It really is a treat for our attendees, and we love being able to spotlight these amazing student groups."

The ever-evolving world of event food and beverage is also having an impact on Midwinter, with more options to elevate the attendee experience.

"It’s no longer just standard banquet food; our hotel and convention center vendors go out of their way to make our meals memorable while maintaining affordability," Hicks says. "The hotels surrounding the convention center become hot spots for groups to host fun receptions in conjunction with Midwinter, and they serve local favorites that provide a true Austin feel. The Austin Convention Center and Levy Catering even partner with food trucks to bring a bit of street party atmosphere and options for events downtown."

But every event has its challenges, and housing is the biggest challenge for the Midwinter Conference, Hicks says.

"To maintain walkability, we try to keep the attendees in hotels that are within a few blocks of the convention center," she says. "The hotel inventory near the Austin Convention Center has always been a challenge. However, that is changing, and every year more hotels open downtown. We are excited to see what the next decade brings with a brand-new convention center to be built starting in 2026 and more hotel space than ever before."

‘Coming back year after year’

Partnerships are key to the success of Midwinter, from education-related groups to the host venue.

"Because Midwinter draws so many of the state’s school leaders, we get requests from many other education-related associations and organizations to host their meetings or events—including numerous breakfasts, luncheons and receptions—in conjunction with the conference," Hicks says, noting that Austin has always been home to the conference.

Austin’s central location in the massive state of Texas makes it easier for school leaders from all corners of the state to attend, but that’s not the only reason for staying put.

"We’ve also kept it in Austin because the Austin Convention Center, our partner hotels and Visit Austin are outstanding partners that provide so many first-rate resources to elevate our conference to the attendees," Hicks says. "The Austin Convention Center staff are top-notch professionals that provide an easy planning environment, leaving us to focus our attention on the things that make our event run smoothly. The city and Visit Austin have helped source anything we need, from entertainment to unique venues for offsite events. When a winter storm hit during the 2023 Midwinter Conference, the convention center, the city and our partner hotels banded together to ensure our attendees were safe and fed, and that any stranded attendees had hotel rooms until they could leave the city. It’s the partnerships that keep us coming back year after year."

A massive expansion/reimagination of the Austin Convention Center will result in a state-of-the-art facility with significantly more space, according to Paul Barnes, deputy director and chief operations officer for the Austin Convention Center Department.

"Building upon our current technological advancements and our reputation for providing best-in-class service, the new center will provide an even more advanced and cutting-edge technology experience," Barnes says. "The redesigned layout will feature expanded exhibit areas, meeting rooms, flex halls, ballrooms, enhanced arrival experiences and retail spaces, all aimed at improving attendee satisfaction. We are embracing a concept that promises a light and airy ambiance. We are already collaborating with clients to ensure that mid-year 2029 and beyond will be our most successful yet."

WHAT’S NEW IN AUSTIN

State-of-the-art infrastructure, innovative meeting spaces and world-class hotels nestled in the heart of the city keep groups coming back to Austin, according to Steve Genovesi, executive vice president of Visit Austin.

Another part of the appeal, he says: The famous Lady Bird Lake hike and bike trail, the Texas Hill Country, legendary live music venues, shopping on South Congress and by the Domain and some of the best chefs and restaurants in the U.S.

"There are several new venues and hotel options across Austin that planners and attendees will be equally excited about, including Cambria Hotel Austin Downtown, citizenM Austin Downtown, Hyatt Centric Congress Avenue and many others recently opened and under construction to open soon," Genovesi says. "New restaurants and event spaces include Bart Toti, Mayfair, Inn Cahoots and Cosmic Saltillo."

The city has also begun construction on a new terminal at Austin-Bergstrom International Airport that will offer three new gates, dining areas for new concessionaires, a children’s play area, a new mezzanine with a public outdoor balcony and more when it debuts in spring 2026.