In September, the renovated Riverside ballroom at Austin, Texas's Radisson Hotel & Suites Downtown opened with a food-centric event that saw produce contained in veggie cartons as decor.
Patrón’s branded train parked at the Austin Amtrak station hosted several dinners and happy hours helmed by local chefs and bartenders throughout the festival. On March 18, Rolling Stone partnered with the tequila brand to screen a documentary about Austin-based musician Gary Clark Jr. Vases and planters from halved bottles of the tequila were scattered on tables. There was also the taste wall, where guests could try different types of tequila.