Calling adventurers craving killer tacos, indie tunes and insta streetscapes—South Congress (SoCo) is the place to be. With roots stretching back to the 1850s and a true glow-up from rural postal route to cultural mainstay, SoCo is a day-in-the-life dream and a 24‑hour love affair with unique Austin charm.

Morning: Café Vibes & Culture

• Start at Jo's Coffee, home of the iconic “I Love You So Much” mural—originally scrawled in 2010 as “a love‑letter to the city” by musician Amy Cook. Snap that photo, grab a flat white and stroll the artsy pavement.
• Just across the road: Amy's Ice Cream—perfect sweet pick-me-up before heading further south or hitting photo-ops near the brightly painted utility-box murals celebrating Austin's “Keep‑Austin‑Weird” ethos and legends like Eric Burton of Black Pumas.

Midday: Shopping & Vintage Finds

• Wander into Allen's Boots, the red‑boot neon sign visible from miles south. Since 1977, it's been the go‑to for cowboy wear. You can smell the leather from the pavement outside, and the store is awash with colour. It's a true sensory experience. One pair may not be enough…
• Dive into thrift culture at the second‑hand emporium: From Feathers to Prototype Vintage, you'll find curated retro gems and all sorts you didn't know you needed.
• Don't miss the SoCo Makers Market—a weekend must-see where eco‑cool meets bargain‑hunter bliss. It's one-offs galore your friends can admire but not copy!
• Round it off with browsing quirky boutiques—local crafts, absurd magnets, cool leather accessories, all the SoCo staples.

Afternoon: Tex‑Mex & Tacos Galore

Mealtime is what Austin does best:

• Guero's Taco Bar—in a historic feed store with leafy outdoor seating and Wednesday Texas‑Radio‑Live vibes. Be warned, the guacamole is very, very morish.
• Craving street tacos? Torchy's Tacos offers tasty fillings and picante flavours.
• Fancy a slice? Café No Sé or Home Slice Pizza—order a foldable New York‑style and wander to the next streetside mural.
• For a quick dessert check out at Gelato Paradiso, if you have space.

Evening: Boots & Blues

• Sunset calls for C‑Boy's Heart & Soul, Soho‑club‑inspired soul digs, if THEBROSFRESH are playing you're in for a local treat. Then head down to the legendary Continental Club—SoCo's original live‑music shrine since the 1970s. Day or night you're guaranteed ice cold brews and dancing.
• If karaoke or cosy lounges are more your jam, check out Ego's, Jade Room or Hotel San José's outdoor courtyard, which is a gorgeous leafy oasis right in the heart of SoCo.
• Sip a cocktail and lean into the night: there's always live music to kick back to.

Night & Twilight: Sleep in Style

Rest your sleepy head in one of coolest addresses in town:

• Austin Motel, vintage glamour since 1938, with a killer kidney‑shaped pool and retro vibe.
• South Congress Hotel, a buzzy boutique stay with rooftop pool, three eateries and live‑music lobby nights.
• Soho House (members only) adds discreet luxe to the lineup.
• For serene minimalism, Hotel San José is the go‑to—quiet bungalows hidden behind lush gardens and natural shade.

Snap This: Street Art & Sightseeing

The street itself is art:

• Keep an eye out for Mr Rogers and Willie‑for‑President murals along SoCo. You will see homage paid to Wille Nelson throughout the city.
• Utility‑box art celebrates Austin's diversity and Wild‑West past.
• Plus, super‑Instagram‑worthy moments from the I Love You So Much mural, to the cheeky Austin Motel sign messages.

Bonus: Bats & Bridge

Just a stone's throw north sits the Ann W. Richards Congress Avenue Bridge, home to between 750,000 and 1.5 million Mexican‑free‑tailed bats. Watch their magical dusk emergence over Lady Bird Lake between March and October —SoCo magic with a side of wildlife.

In 24 hours, SoCo takes you from coffee-mural selfies and vintage boutiques to tacos, tequila and toe‑tapping live music—served up with a generous side of legendary local charm. Located between downtown's buzz and the bat bridge's nightly show, it's the must-do day‑to‑night Austin experience.

Start planning your break now at www.visitaustin.org

For media inquiries, please contact: Melina Collie, Head of Communications (UK & Europe, MDSG),  melina@mdsg.eu

About South Congress

A cherished Austin strip since the 1930s, SoCo transformed from dusty country road to eclectic artistic heartland. Following its punk‑era rebirth in the 1970s (hello, Continental Club!), and the 1990s boutique boom, it remains an iconic cultural destination. Today, SoCo still hums with local life, shop‑owner spirit and that unmistakable “Keep‑Austin‑Weird” soul.

About Austin, Texas

Known for its live music scene, eclectic culture, and technological innovation, Austin is the capital city of Texas and a melting pot of creativity. From the iconic South by Southwest (SXSW) festival to rich culinary experiences, The Live Music Capital of the World® offers a unique blend of tradition and innovation that captivates locals and visitors alike. 

Visit Austin is the official destination marketing organization for the City of Austin. We are dedicated to promoting Austin as a premier travel destination, offering unique experiences in music, culture, and outdoor adventure. For more information on upcoming events and activities, visit https://www.visitaustin.org