The population of Austin had doubled in the past 20 years. Threadgill’s, the city’s original source for authentic, southern cooking and live music, was running the risk of being gastropub’d to death. We had to figure out a way to make this institution relevant to new Austinites without compromising what Eddie Wilson had been building since he bought the place from Mr. Threadgill back in 1980. 
The strategy boiled down years of history, food and legendary live music centered around one word:
It summed up everything unique about the Threadgills experience, giving a voice to that gut reaction. That became our fuel and we leveraged it into years of print, TV, web, social, in-restaurant materials, clothing and even a branded event during SXSW: Dang Fest. Created through The Swizzle Collective.
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