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This is a story about Swagger. Swagger is how we find ourselves dancing salsa at sunset with a stranger, sharing the password to a speakeasy, venturing off the menu, welcoming everyone up to the rooftop, splurging on first press vinyl, or rocking new boots at a hockey game.

Swagger is how we be our true selves. It’s the power source where artists find the spark, innovators find the fuel and icons find their timeless voltage. It’s a feeling that anything is possible, and everyone is welcome.

Like no city on earth, Dallas offers up an irresistibly magnetic confidence—a hyper-original can-do, can-be vibe. A collective sense that the walls around what divides us are crumbling, and a new vision of togetherness is emerging into a wide blue North Texas sky. A living, breathing, starry-eyed and whole-hearted belief that the future is boundless, and ours to share. With a round of Margaritas of course.

This is Dallas. This is just the right amount of swagger.