The funky neighborhood of SoCo in South Austin is one of the nerve centers of South By Southwest each year. Once a blighted area, redevelopment began in the 1980’s, and today the area is a bohemian mix of restored motels, trendy boutiques and great restaurants and food trucks. One of the bigger attractions of the area during SXSW is the unofficial South By San Jose (SXSJ) event at the San Jose Hotel, a 5-day event of free music and vendors in the boutique hotel’s courtyard.