SXSW 2026: Paramount+ Brings The Lodge Back to Rainey Street

One of SXSW’s most talked about fan activation experiences is returning to Austin this March. Paramount+ will once again transform The Clive Bar on Rainey Street into The Lodge, a multi level immersive activation that blends hit television series, championship sports, and interactive fan experiences during the festival.

Running from March 12 through March 15, the Paramount+ Lodge invites SXSW attendees and Austin locals to step inside the worlds of some of the platform’s biggest shows while exploring themed environments, cinematic photo moments, and interactive installations inspired by the brand’s growing lineup of series and live sports programming.

The Lodge has become a staple of the SXSW activation scene, drawing long lines each year for its creative set pieces and social media friendly moments. For 2026, the experience expands with new environments inspired by the record breaking series Landman, the milestone season Survivor 50, and the upcoming CBS Original series Marshals, alongside sports themed installations tied to UFC on Paramount+ and The NFL on CBS.

Inside the three level experience, guests will be able to explore a range of themed activations designed to put fans directly into the action.

One of the standout moments is a dramatic West Texas oilfield environment inspired by Landman, where guests can capture cinematic photos and videos before stepping into The Patch Café, a themed bar serving a signature cocktail created for the activation.

Fans of long running reality television will also be able to celebrate 50 seasons of Survivor inside a sculptural Tribal Council inspired installation where guests can light their torch, recreating one of the show’s most iconic rituals while capturing a share ready video moment.

The Lodge will also feature a Montana frontier photo experience inspired by the new series Marshals, giving visitors the chance to step into the rugged landscape that expands the Yellowstone universe.

Sports fans will find their own share worthy moments as well. The activation includes conference throne installations inspired by The NFL on CBS, where guests can choose between AFC or NFC themed seats built from football helmets, pads, and other game day elements.

Meanwhile, fight fans can walk through a UFC fighter walkout tunnel, complete with roaring crowd audio and dynamic graphics that transform guests into the main event entrance. While waiting for their turn, visitors can explore a visual timeline celebrating iconic UFC fighters and moments from the sport’s history.

Outside, the activation will also feature a Western inspired custom leather bar, where artisans will create personalized leather goods and keepsakes for visitors in a space designed to evoke a frontier style workshop.

Beyond the Lodge itself, Paramount+ hints that additional surprises connected to the upcoming series Dutton Ranch may appear throughout Austin during the festival.