There is something odd about rush hour in the heart of Austin’s business district.  Corporate workers are hustling to work at 08:00 on a Wednesday morning, but not in the typical suit and tie or smart business skirt. Instead, casual shirts and pants or jeans are the norm. Cowboy boots abound. Locals easily stand out from business travellers, given their choice of informal attire.  There really is something weird happening deep in the heart of Texas. And that is a good thing, locals would argue. In fact, the Austin Independent Business Alliance coined the phrase “Keep Austin Weird” to symbolise the authenticity and unique nature of the city.  In the past decade, businesses of every kind have responded to Austin’s uniqueness.  As economic development officials have worked to attract “non-polluting” industries to town, technology firms have responded. International Business Machines Corp, Dell Inc and Texas Instruments are just some of the companies that have flocked to the city or nearby suburbs. It is attractive, too, for newer tech companies such as digital coupon provider RetailMeNot. Austin, often referred to as Silicon Hills, now has an influx of business travellers visiting the city to work with area companies.  “[In Austin you] will find incredibly smart, driven, hard-working talent (plus) people having a lot of fun,” said Matthew Della Croce, a public relations executive based in New York who travels frequently. “The food and music scene in Austin is world class.” Della Croce said business travellers will find they’ll work hard during the day — but shouldn’t plan to go to bed early.  Perhaps the biggest event in Austin is the South by Southwest Festival (known as SXSW or simply “South By”), a confluence of music, film, and technology influencers from around the globe. More than 37,000 attendees are expected to descend during the 10-day event in mid-March to enjoy live music, films, business and technology sessions and face-to-face client meetings.  New in 2015, SXSW will feature a medical trade show component, expanding the type of people the event attracts.  Bergstrom International Airport, named the best domestic airport by the Airports Council International in 2007, is only 12km (7.5 miles) from downtown. A ride from the airport takes 20 minutes and costs $30 in a taxi or $20 via Uber. The airport itself is a gateway to the music scene in the city, with six live performance venues spread throughout the terminal, where local musicians entertain travellers five days a week.  The Capital Metro bus #100 plies the route between downtown and the airport every half hour from 05:30 to 11:00 for only $1.50.  In December, the airport opened an expanded US Customs facility, which is expected to contribute to increased, and easier, international flights to Austin.  The low cost of living means attracting businesses is much easier. Don’t be surprised to get a cup of coffee and wrapped-to-go, gourmet breakfast taco stuffed with local veggies and meat at Jo’s Coffee downtown for less than $7. In this foodie town, low prices do not translate to boring taste.  Exchanging money is easy to do at the airport upon landing, but those with debit cards will find a better exchange rate using an ATM. Austin has no shortage of ATMs, including at the airport. European cards should work without a problem, although the US doesn’t yet use chip-and-pin technology, so you will have to sign a slip with each purchase.  Austin is as laid back as it gets. Despite being the state capital, corporate suit apparel is minimal. Business meetings are generally casual. After hours, only the uninitiated Austinite would be caught in business attire. Whether meeting a client for a drink or dining solo, lose the tie and dress shoes and opt for jeans. If you own a pair, don cowboy boots.  While the city sits on the edge of what appears to be a river, it is known as Lady Bird Lake since it is dammed at both ends. Rowing and canoeing are popular activities, and people can rent equipment by contacting their hotel concierge.  Austinites refer to their city as ATX (an abbreviation for Austin, Texas).  The city thrives on being different. The “keep Austin weird” ethos can also be seen in the variety of cafes, shops and businesses. Don’t let the southern drawl fool you. The city is a haven for intellectuals, environmentalists and creative types who thrive on the independent spirit here.  The 1,012-room JW Marriott is the largest JW Marriott property in the Americas and second largest in the world. Designed around business travel needs, the hotel offers one gigabyte of internet speed (more than most hotels typically offer), nearly a dozen power outlets in each guest room and is located within a few blocks of the convention centre. Guest rooms allow travellers to integrate their mobile devices and laptops with the flat-screen TV.  A favourite of business travellers for its serenity is the Hyatt Regency Lost Pines, only a 25-minute drive from downtown. The 491-room hotel boasts free wireless internet and in-room bottled water plus playful extras like free kits to make S’mores (a sweet treat made by grilling marshmallows over an open flame and layering the gooey sweetness with chocolate between graham crackers) around the fire pit. Chef John Pivar wows diners with a locally flavoured menu including the BLTG sandwich (bacon, lettuce, tomato, and Texas goat cheese) and a Texas pizza with family-owned V & V smoked sausage and mozzarella cheese. His innovative menu has helped to make Firewheel Cafe one of the top-grossing eateries in the Hyatt portfolio of hotels. Of special note for travellers with food allergies, the menu is designed around gluten-free or vegetarian preferences, among others. Doing business over a round of golf reaches its pinnacle at the 12th hole with the entire resort and its manicured grounds in the background.  Osteria Pronto at the JW Marriott is known for its hand-made pastas, lengthy wine list and wide range of fresh seafood and meat dishes. Business travellers can take a booth for one-on-one business meetings, while those dining alone can grab a seat near a window where the street front locale provides entertainment. The fettuccine bolognese is not to be missed. The sauce is so delicious when scooped up with fresh bread that donning the cloth napkin is a must.  Barbecue fiends have heard of Franklin’s, the city’s famed haunt for finger-licking barbecue, though the four-hour-long waits can be a drag. Head for Lambert’s instead where an equally delicious menu awaits.  Politicos can walk to the downtown State Capitol building (larger than Washington DC’s Capitol Building) for a brief tour.  True to its music heritage — bands such as The Impossibles and former musicians Janis Joplin and Stevie Ray Vaughan hail from Austin — there are more than 250 live performance venues in the city and music lovers flock to lively Sixth Street or South Congress Avenue to discover why the city has earned the nickname of “Live Music Capital of the World”. Beginning in the late afternoon, The Continental Club on South Congress Avenue is a mainstay of toe-tapping music, but those in the know head upstairs to the Gallery for improve and jazz performances. They also head for the secret entrance at the back of Sixth Street’s newest address, Vinyl. Here, you can sample artisan cocktails and light bites amid a display of thousands of vintage vinyl records showcasing Americana music history.  To get away from downtown’s bustle, hop an Uber or city taxi for the 25-minute ride to nearby Bastrop. This suburb is known for its artistic vibe. The main street is lined with art galleries such as the Lost Pines Art Bazaar which carries everything from oil paintings to larger-than-life iron statues. An afternoon wandering the charming, Old Town streets can calm the nerves after stressful meetings.  Austin is all about supporting home-grown business and ideas. Whole Foods started here, and the Texas wine industry enjoys a strong loyal following. Be sure to order a glass of Texas wine like a McPherson Viognier (a classic McPherson wine). Texas is among the top wine producers in the US. The arid temperatures, much like those of Spain, provide a rich harvest of grapes that keep labels like the Lubbock-based McPherson Cellars at the top of many award rankings.  To comment on this story or anything else you have seen on BBC Capital, please head over to our Facebook page or message us on Twitter.
A city that prides itself on nonconformity, from cowboy boots in the office to world famous music. And the food, well, ever tried a BLTG?