October 21 — “What if a university built a city?” That will be the question explored in a panel discussion hosted by Southwestern University at SXSW EDU 2027 in Austin. Focused around the Southwestern University 560 development, the panel will explore how universities can strengthen enrollment, create new models for institutional sustainability, and drive regional growth by building communities that extend their educational mission beyond the campus boundary.

Southwestern’s proposal was selected for inclusion at South by Southwest’s annual education-focused conference from over 1,500 applicants.

On stage, Southwestern President Laura Skandera Trombley will be joined by Princeton Review Editor and Chief Rob Franek, internationally recognized cultural strategist András Szántó, and Georgetown City Manager David Morgan for a dynamic and diverse discussion that dives into the future of higher education and how projects like Southwestern University 560 can help reimagine institutions’ roles. An audience Q&A will follow the discussion.

SU 560 is an innovative, ambitious, mixed-use development project designed to bring together housing, industry, retail, hospitality, arts and culture, civic spaces, and green space in a walkable district located across 560 acres contiguous to Southwestern’s historic campus. Groundbreaking for the development is set to take place on Friday, October 23.

Trombley has guided the vision of the development project since being named University President in 2020. Through her leadership, she is pioneering a model that extends the liberal arts and sciences mission into the surrounding community through innovation, entrepreneurship, and mixed-use development.

Franek provides an independent, national perspective shaped by decades of research with students, parents, counselors, and college leaders. Rather than representing a single institution, he brings broad insights into how students make college decisions and the changing expectations driving higher education. His expertise helps connect changing enrollment trends with how universities can rethink their role as places where students want to learn, work, and build their futures, with SU 560 serving as a compelling example of that model in action.

Szántó has played a central role in shaping SU 560’s vision as a place where culture and community are integral to the University’s mission. He helped develop the district’s design standards and is leading the search for the landmark public artwork that will define its identity for generations. His expertise in cultural strategy and placemaking is essential to understanding how universities can use art and design to create vibrant, mission-driven communities.

Finally, Morgan has been an essential partner in bringing SU 560 from vision to reality. As Georgetown’s City Manager, he helped guide the planning process, foster collaboration between the City and Southwestern, and supported the City’s decision to become the development’s first tenant. His perspective provides a vital look into how university-community partnerships can create lasting value for both institutions and the cities they serve.

Together, the quartet will tell the story of how place is becoming a competitive advantage in higher education, how mission-driven community development can extend a university’s educational mission beyond campus, and how partnerships with cities and industry can create lasting value for students, institutions, and communities.

SXSW EDU will be held March 13–16, 2027. Southwestern’s panel date and location will be announced at a later date.