The San Diego Tourism Authority (SDTA), the sales and marketing organisation responsible for promoting for San Diego as leisure and business travel destination, is bringing a taste of America's Finest City to Austin for SXSW 2024. During the week, SDTA will host a rooftop 'Happiness Hour' at the JW Marriott in partnership with media company Vox Media, official partner of the annual Festival, and their food brand, Eater.

Crafted by The Shipyard, agency of record for SDTA, the experience is all about 'Dishing Happiness' and will transform the hotel's Edge Rooftop into a vibrant San Diego oasis. Through thoughtful design elements reflecting the city’s sense of warmth, hospitality, and vibrancy, attendees will indulge in San Diego-inspired cuisine and bespoke cocktails.

“San Diego’s Happiness Hour will showcase our city’s sunny optimism through the region’s highly-acclaimed culinary and beverage scene, said Kerri Kapich, COO of the San Diego Tourism Authority. “Through this unique engagement, we are offering SXSW attendees a taste of Southern California, featuring multi-cultural fusion, award-winning craft breweries and stylish beverages as only San Diego can deliver.”

San Diego-based mixologist Alicia Perry, beverage director at Consortium Holdings – a hospitality and restaurant group, will be onsite to welcome guests with her signature cocktails. The Cali-Baja food menu will feature light bites like ceviche, Baja fish tacos and avocado tostadas paired with craft beers and canned cocktails from renowned San Diego-based breweries, including Stone Brewing, Cutwater and Juneshine.

“The Eater and SDTA partnership is set to introduce San Diego’s welcoming and diverse culinary scene with unique, memorable activations across the US this spring,” said Casey Soulies, VP digital media, at The Shipyard. “We are excited to launch this initiative at SXSW, inviting attendees to fall in love with San Diego’s vibrant atmosphere and good vibes at our Happiness Hour.”

In addition to the event, local editors and experts from Vox Media’s famed Eater will debut an Eater San Diego Local Maps, highlighting the top cocktails across the city. The activation during SXSW marks the beginning of a four-part culinary focused campaign running this spring with Vox, including a pop-up restaurant experience in New York City in May.