Why I Couldn’t Miss UT’s Hook ‘Em House at SXSW

I might be labeled a traitor for writing this article, being that I’m a UTSA alumni, but there’s no way I could’ve come to SXSW this year and not stopped by UT’s Hook ‘Em House.

Located at the historic Antone’s music venue in Austin, the university transformed this concert space into a celebration of the campus and the Longhorn culture.

I almost couldn’t see any color other than orange for the rest of the day after being here, it was packed with those iconic colors and many odes to the Longhorns sports team. My favorite detail might have been the restroom entryways being decked out like they were locker rooms.

We were greeted by an open bar, with 3 different cocktails and free Poppy drinks to quench our thirst caused by the hot Texas sun.

I tried the orange cream soda – definitely a fan.

There was an activation inside by Raising Cane’s, where they gave out goodies like a keychain and fanny pack. The main attraction was the chicken tenders, handed out to everyone in little cups with that amazing Cane’s sauce at the bottom. 

I felt like I was in heaven.

There were also conferences happening throughout the day with some of the school’s brightest entrepreneurs, talking about their businesses and how they utilize social media to boost their platforms.

Before heading up to the second floor, you join a line to receive a UT bag along with a comfy UT sweatshirt. Once you reach the top, you get a customized UT hat, where you pick from three colors and three embroidered logos for the side.

I don’t know if I’ll be able to wear my white hat with “TEXAS” on the front and a little Longhorn on the side out in public back home, but hey, I couldn’t pass up on a pretty damn cool hat

Everyone else in Austin couldn’t pass up on it either. In the few days that this activation was live, the lines were wrapped around the block, with everyone having a chance to go inside having the best time, and me having a great highlight of my first SXSW experience.