AUSTIN, Texas (Feb. 26, 2026) – As Phoenix emerges as one of the fastest-growing innovation hubs in the country, from semiconductor expansion to startup density, a parallel creative movement is reshaping the city’s cultural identity. On March 12, 2026, Visit Phoenix, in partnership with There Space, a one-of-a-kind screen printing and artist services studio, will bring that evolving energy to A Desert Alternative Showcase, a free, official SXSW activation spotlighting the city’s most exciting emerging artists, collaborators, and creative scene.
“Phoenix makes headlines for its economic growth and iconic desert climate, but now we’re excited to give attendees a front-row seat to the creativity shaping our city,” said Steven Totten, director of marketing at Visit Phoenix. “With a new wave of emerging talent in every type of industry you can imagine, our city is fueled by collaboration and DIY spirit. Partnering with There Space allows us to bring a slice of that vibrant energy to Austin and share the spirit of Phoenix at the ground level of innovation.”
Taking place from 1 to 6 p.m. at Chess Club (617 Red River St.), the event will immerse SXSW attendees and Austinites in the sound, flavor and spirit of a city rapidly redefining the Southwest’s creative landscape.
At the center of the showcase is a lineup of boundary-pushing Phoenix artists shaping the “Desert Alternative”:
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fearofmakingout – A cornerstone of Phoenix’s Desert Alternative movement, entering SXSW ahead of a remix rollout for their recent album, Mi Cielo, leading into their summer tour later this year.
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Belgium Tree – The electroclash/indie sleaze revival duo is known for intense, self-produced live performances, building toward the release of their upcoming album.
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Pariah Pete – A staple of the Arizona music scene for over a decade, Pariah Pete has opened for artists including Doja Cat and Earthgang and established himself as a proven ticket-seller across the Southwest.
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kJADE – An alternative rapper cosigned by the likes of Ovrkast and Danny Brown, kJADE recently released “SUPERJAIL,” the first single from her album slated to release commercially around SXSW.
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Estelle Allen – Blending hyperpop, pop, rock and R&B, Estelle brings a fully self-realized sound with indie film placements, a forthcoming album, and a summer tour alongside fearofmakingout on the horizon.
“There Space was initially established in a garage to print merch for a family member’s band. A simple decision to do what needed to be done has since spiraled into a passionate artistic community in the heart of Phoenix. We have dedicated ourselves to a lifelong focus on empowering emerging talent across mediums on their journeys towards a dream,” the There Space team says. “This collaboration with Visit Phoenix is the continuation of our goal, allowing us to expand the spirit that defines the place we’re from further than ever.”
The showcase’s culinary experience will be led by Phoenix chef Devan Cunningham, founder of Fat Fat’s Chicken Shack. Honored by Phoenix New Times on its “Top 100” and “Rising Star” lists, Cunningham has earned national acclaim as a competitor on HBO’s “Ciao House” and as a winner of Food Network’s “Chopped.” Guests will enjoy fried chicken wings tossed in a signature Arizona-inspired blend of spices. “The Phoenix Cocktail,” created by a local mixologist and selected by residents as the city’s official cocktail, will be available as the event’s signature drink.
The activation will also feature live screen printing by There Space; guests are encouraged to bring their own items (tees, totes, etc.) for custom on-site printing. The first 50 guests to arrive will receive a free tote bag filled with goods from various Phoenix businesses.
For more information and to RSVP, visit desertalternative.eventbrite.com and follow along on @visitphoenix and @there.space.
About Visit Phoenix
Visit Phoenix is a private, not-for-profit organization dedicated to helping the traveling public discover and experience America’s sunniest metropolis. We market Greater Phoenix to national and international audiences, with a team of 50+ experts delivering essential information on accommodations, transportation, and attractions to meeting planners, travel professionals, and key media contacts such as editors, journalists, and content creators. Our sales team serves as the primary booking agent for the Phoenix Convention Center in downtown Phoenix and facilitates meeting requests for hotels and resorts across the metropolitan area (including the cities of Scottsdale, Mesa, Glendale, Tempe, and Sedona). Visit Phoenix works closely with local governments and the hospitality community to promote the visitor industry in Phoenix, which is the fifth-largest city in the United States and one of the premier meeting, convention, and tradeshow destinations in North America. More than 22 million people visit the Phoenix area annually, contributing $13+ billion in direct spending to the regional economy.
About There Space
Established in 2020, we began our journey as Arizona’s only membership-based screen-printing company from a garage in Tempe and have since grown into a full brick-and-mortar in downtown Phoenix. Since day one, our mission has remained the same: keep screen-printing affordable and accessible for beginners and creatives starting out on their own design paths. However, as the community grew, so did our scope! In 2024, we launched There Space Studios to oversee our newly established live venue and recording studio arms, creating a more comprehensive artist support system. Today, There Space is a cultural gathering point committed to skill-building, collaboration, and independent artistic expression.
