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DHL’s Now & Next Logistics Summit Reimagines the Campus-Style Event in Austin

When DHL set out to host its flagship logistics summit, NOW & NEXT, in October 2025, the goal was ambitious: convene over 500 global senior leaders to solve the supply chain’s most urgent challenges—from climate urgency to AI integration. To match this mission of forward-thinking innovation, DHL chose a city that breathes it: Austin, Texas.

However, with the Austin Convention Center undergoing a historic redevelopment, DHL and the Visit Austin team saw not a hurdle, but an opportunity. Together, they designed a sophisticated, campus-style event that utilized the city’s premier hotels and iconic venues to create a seamless, urban-integrated experience.

The Vision: Innovation Through Movement

The campus format wasn't just a logistical solution; it was a strategic choice to foster deeper connection. By spreading the summit across a curated selection of walkable locations, DHL encouraged attendees to engage with the city—and each other—in a more organic way.

"We wanted to design an experience that reflects how innovation and collaboration naturally happen, through movement, connection, and discovery," says Liz Perout, Global Events Manager at DHL. "Now & Next allows guests to explore multiple spaces throughout the day, sparking conversations, ideas, and perspectives."

A man sits inside a virtual driving game booth with DHL branding at the Now & Next Logistics Summit

The Campus Map: A Seamless Urban Circuit

The summit’s footprint anchored attendees in the heart of the city while providing distinct atmospheres for education, networking, and rest:

  • The JW Marriott Austin served as the flagship hotel, providing high-end accommodations and central proximity. For additional capacity, the Embassy Suites - Downtown South Congress offered a comfortable overflow option just steps away from daytime learning
  • Palmer Events Center, nestled alongside Lady Bird Lake, hosted the summit’s masterclasses and interactive zones. Its 70,000 square feet of adaptable space allowed DHL to build themed "Industry Zones" ranging from Auto-Mobility to Life Sciences
  • For the signature networking event, guests moved to the Long Center for the Performing Arts. With its sweeping skyline views from the H-E-B Terrace, the venue provided the perfect "Austin moment" to celebrate the summit's breakthroughs. And additional evening events were hosted at Pete's Dueling Piano Bar and Malverde, with live music support from the Austin Music Office who made connections with local artists, including DJ Kimmy, Madam Radar and RadioGold
 

A Partnership Built on Precision

Executing a multi-venue event requires a level of coordination that goes beyond standard booking. DHL relied heavily on the deep-rooted relationships and personalized support of Visit Austin.

"Visit Austin has been an invaluable partner," Perout notes. "Their local insights, relationships, and recommendations have helped us shape authentic experiences that bring Now & Next to life while showcasing the very best of Austin."

The success of the "campus" relied on the hospitality community’s ability to act as a single, unified team. From branding consistency to synchronized guest flow between venues, the collaboration was airtight.

"Consistency, communication, and collaboration are essential." says Perout. "Strong coordination on logistics, guest flow, and visual identity allow[ed] us to deliver a unified, high-impact experience from start to finish."

Why Austin?

Austin was chosen because its identity mirrors DHL’s focus on the future. As a hub for technology and sustainability, the city served as more than just a backdrop—it was a catalyst for the summit's objectives.

"Austin embodies everything Now & Next stands for—innovation, progress, and forward thinking," Perout explains. "It’s a city where technology and creativity intersect with real-world impact... Austin is a city that invites conversation, connection, and forward momentum."

The "Unconventional" Advantage

While the new, zero-carbon Austin Convention Center is slated to reopen in 2029, DHL’s success proves that Austin’s infrastructure is more than ready to host large-scale, complex events today. The city's walkable downtown and the "can-do" spirit of its local partners make it a premier choice for planners looking to break the mold of the traditional "big box" meeting.

For meeting planners, the DHL Now & Next summit serves as a blueprint: when you have a world-class destination team and a network of dedicated local partners, the entire city becomes your venue. Contact the Visit Austin team today for personalized event support and to learn more about our incentives.

Photo credits: DHL Group.

Attendees at the DHL Now & Next Logistics Summit enjoy an evening event on the patio at the Palmer Event Center with food trucks

DHL Now & Next

We wanted to design an experience that reflects how innovation and collaboration naturally happen, through movement, connection, and discovery. Now & Next allows guests to explore multiple spaces throughout the day, sparking conversations, ideas, and perspectives.

Liz Perout

Global Events Manager, DHL