In the Spotlight

Tools
News & Features
Austin's Power
By Jon Gordon
December, 1999
Part of MPR's "Minnesota in the .Com Age" special

Click for audio RealAudio 3.0


Austin, Texas has transformed itself from a sleepy government and university town into a high-tech Mecca in the space of about 15 years. Cities from all over the world are studying what's called the "Austin Model" in the hope they, too, can cash in on the new innovation economy.

In Austin, nearly 2,000 high-tech firms employ about 20 percent of the workforce. Some of the big names include Dell Computer, Motorola, and IBM.
 


Ray Benson has lived in two different Austins. The founder of the western-swing band "Asleep at the Wheel" says the 1960s and '70s Austin was a cheap, funky place where artists, hippies and students came to kick back. The high-tech Austin of the '90s is a far cry from what it once was.
Benson: It's a vibrant, unusual, different, new community built around high tech. It's really exciting. But when I compare it to 1979, gosh, you could live in town and be a 10-minute walk to wilderness, swimmin' holes and this, that, and the other; that's all gone because of the development.
200,000 people called Austin home in 1960. Today, there are more than a million. Nearly 2,000 high-tech firms employ about 20 percent of the workforce. Some of the big names include Dell Computer, Motorola, and IBM.

How did Austin manage such a dramatic transformation? For one thing, it had a visionary leader. George Kozmetsky, the former dean of the University of Texas Business School, imagined an Austin that drew its strength from brain power, instead of oil. In the early 1980s, when low oil prices plunged Austin into recession, Kozmetsky founded a technology think tank and incubator. David Gibson is director of global programs at the IC2 think tank.
Gibson: Technology wasn't thought about much in this state. It was agriculture, oil, ranching, "Dallas" the TV show, "Giant" the movie, all those things pretty well captured the ethics, the goals, what people believed in in this state. But George saw some potential here.
Back in 1983, Kozmetsky, business leaders and the Texas governor beat out 70 other cities to land MCC, a for-profit technology consortium conceived by Bill Norris, then chief executive of Control Data in the Twin Cities. National media branded Austin a high-tech hotbed. That image attracted others, including a major 3M research center in 1984. Local attorney Pike Powers helped lure 3M to Austin when he was chief of staff to Governor Mike White.
Powers: Just to have them here with a corporate presence for a town that hadn't had a lot of that historically was a tremendous shot in the arm and permitted us to tell that story over and over again to other people, even in California, to say, "If 3M thinks we're good, you ought to come check us out."
How much growth is too much? Ray Benson of Asleep at the Wheel says Austin is at a crossroads.
 
Many high-tech companies did check Austin out, and liked it. The sunny climate, live-music scene and a large university with growing strength in engineering and entrepeneurship helped companies recruit employees.

Austin's high-technology industry, now known for microprocessor manufacturing and research, software, and Internet startups, has come into its own. Attorney Pike Powers.
Powers: I spent over a decade out in the Silicon Valley chasing Silicon smokestacks, if you will. We don't have to do that anymore. We have more of a self-generating economy. People are starting their own companies. They're spinning off, saying "I wanna do this over here, I wanna start something."
One of those startups is Broadjump, a high-speed Internet services company. Its founders were local, and saw no reason to leave. Co-founder Kenny Van Zandt says one advantage in Austin is local venture capital.
Van Zandt: Being able to take good ideas to people who are looking almost exclusively for Austin opportunities is great. They want to invest in Austin, they want to keep the success of Austin rolling. And so they look exclusively for opportunities here. That is absolutely huge. We would not have been able to raise funding in the time frame we did if we would have had to go exclusively to the Bay Area for money.
Most Austin movers-and-shakers say the city's success its the result of business, government and university leaders collaborating on a plan. Not everyone agrees.
Zandan: God, I think some folks would like to say that this was planned. I am in the camp of saying this wasn't planned. This was fortune.
Peter Zandan, founder of Austin-based technology research firm Intelliquest, says Austin succeeded because of the university, cultural scene, and natural assets.
Zandan: Generally, most of the year Austin is a wonderful place to be outside. We have 300 days of sunshine here. When you're recruiting people to town, whether it's from the northeast or north, they come down here in the middle of winter, they can hang out in shorts, go to outdoor concerts. It's pretty attractive.
Along with Austin's success has come problems: big-city traffic, suburban sprawl, higher cost of living. Kay Plavidal is a technical writer from Austin.
Plavidal: The laid-back atmosphere that Austin used to have has really changed. Things are a little more yuppie, a little bit more, I don't know if you want to call it materialistic. There's just more of an emphasis on dressing up and fancy restaurants. Money seems to be more of an issue in Austin these days.
Austin's new-money culture is a threat to the old Austin, according to Jon Dee Graham. A long-time fixture of the Austin music scene, Graham left the city for Los Angeles in 1987. When he came back in '95, things were different.
Graham: In my circle of friends and musicians, I know of three people who've just pulled up stakes and left because they could no longer afford the rent, you know, that sort of economic brinkmanship that goes along with being a live musician, it didn't really work that well in an economy that takes so much cash to get by.
Such concerns have some in Austin asking the question: How much growth is too much? Ray Benson of Asleep at the Wheel says Austin is at a crossroads.
Benson: It's either got a bright future or it's gonna have a bad time of it. There's a lot of people, a lot of change, and how we manage this change and growth is going to be the answer to that question. I would hope we have a good bunch of folks here able to handle it.

Austinites say their success can't be copied exactly, but they advise other cities to capitalize on existing strengths. For the Twin Cities, that might mean growing technology businesses on the foundation of agriculture, graphic arts, advertising and medical devices. But those less thrilled with the Austin's transformation warn other cities, "Be careful, you may get you're asking for."