AUSTIN, TX (BRAIN) Mar 13, 14:43 MT—Mellow Johnny's Bike Shop is in the thick of Austin's annual South by Southwest music, interactive and film festivals, which run from March 9-18. The festival brings thousands of people to the city each year and Lance Armstrong's store makes the most of it, said shop spokesman Ted Arnold.
"We're in the epicenter so to speak," Arnold said. "We try to really embrace the event, hosting special events, doing extra rides, being ambassadors for not only Austin, but showing that bikes are a transportation solution for SXSW."
This year bag maker Chrome has set up a special store within Mellow Johnny's, offering its full bag line and a new custom T-shirt series.
Seattle radio station KEXP radio is doing live shows at the shop from Wednesday through Friday, with five bands each day. The video below is from a show at the shop during last year's SXSW.