"For a 1,500-room convention, which is admittedly on the small scale, we have to use 10 to 12 hotels to accommodate that group depending on the time of year," said Bob Lander, CEO for Austin's Convention and Visitor's Bureau .
"We can tell the demand by how much business we turn away, that we are leaving business on the table right now," he said.
There are currently about 6,000 hotel rooms in the downtown area, but that's still not enough according to the organization.
"Right now our hotels are full, in December," he said. "A lot of towns would envy this. We got conventions going on right now where our town is full. You can't get a room right now."
A John Deere convention going on now, Dec. 5 through Dec. 15, has about 6,700 attendees.
"It's pretty obvious with the occupancy numbers right now," Lander said. "That we could use some more rooms."
Currently, the hotel occupancy level in Austin is at 75 percent.
"Let's just say it's the highest in Texas," Lander said. "Right now across the country, the average occupancy is in the low 60s."
"Our recommendations are consistent with the notion of expanding the base of hotel rooms here as well as providing the experience to visitors when they come to Austin," said Jim Robertson, City of Austin's Urban Design Division.
City officials held a public gathering Wednesday evening to offer the community a chance to go over the Downtown Austin Plan .
Part of the plan includes enticing more hotels to come to the downtown area.
"We believe hotels, in themselves, are a benefit for our downtown," Robertson said. "There are also ongoing discussions for the potential creation of a convention hotel -- hotel with 1,000 or so rooms."
There are about seven potential hotel projects in the planning stages. Click here to view those.
The "W" Hotel opens Thursday morning at 11:30.
More than 100 trees covered in lights now shine bright throughout Zilker Park. The Trail of Lights is open for another season.
A 10-year-old was killed while standing outside of a vehicle which lost control during the icy conditions, DPS said.
Travis County non-profit Center for Child Protection will benefit next March from an all day fundraiser at the Circuit of the Americas that will see plenty of donors racing on the track.
Travis County District Attorney Rosemary Lehmberg heads to court this week as a defendant in a civil trial that could oust her from office.
Santa visited Austin early on Sunday, joining hundreds of motorcyclists for their annual Toy Run.
Late Saturday night into early Sunday morning, a light band of freezing drizzle traversed the I-35 corridor eastward. With sub-freezing temperatures, even the light precipitation created major problems.