Contest: SXSW 2007 DVD

Despite the poor review I gave it, I'm going to run a contest in which you can win a copy of the SXSW Live 2007 DVD. Hey, don't complain, it's free! And there are some good performances on it. So here's the deal, the first person with the correct answer to the following question gets the DVD:

In recent years, Austin, home of SXSW, has adopted an unofficial motto to promote its eccentricity and diversity and to promote small, local businesses. What is it?

Don't put your answer in the comments though. Make everyone else work just as hard even if they don't get the DVD. Send me your answer here. I'll announce the winner next Monday (August 27).