WASHINGTON, D.C.—What do the CIA, Amazon and the USDA Forest Service have in common? They all attended the South by Southwest Creative Industries Expo. In March, the National Partnership Office staffed a Forest Service booth at South by Southwest, held every year in Austin, Texas. SXSW is a well-known film and music festival, and the Creative Industries Expo is the convergence of many industries on the cutting edge of technology, design, social impact, health and wellness, and more. Companies and agencies present at the event included the U.S. Army, the National Park Service, Salesforce, Honda and Lowes.

The National Partnership Office is passionate about innovation and attracting and retaining new talent, particularly from younger generations. The event provided a unique opportunity for the Forest Service to highlight its innovation and technology advancements, connect with a diverse audience, and foster new connections and partnerships.

Sarah LaDell, National Partnership Office program manager, noted, “Our team connected with roughly 100 people each day. We addressed a wide variety of inquiries, from careers to carbon, and identified several potential partnerships. Conversations were exciting! Our presence was more than welcomed and appreciated. I was thrilled to see so many people interested in Forest Service careers, including internships.”

Participating in events like SXSW is crucial to the mission of the partnership office and Forest Service. It’s a way to spread the word on the work we do, build relationships, make connections, and collaborate on future projects with a creative and innovative approach. With AI use increasing, having staff travel to events like these allows employees to be exposed to advanced technologies and ways of doing business.