Texas excels when it comes to the old marketing maxim, "Sell the sizzle, not the steak," but in true trailblazing form, the state actually sells both—with great success. There’s no denying the magnetism of its long-standing emblems—cowboys, endless landscapes and yes, 72-ounce steaks—yet the experiences that come with it, not to mention all of the surprising encounters along the way, are the deal-makers.

In our second MEETINGS TEXAS supplement, contributing writer Jeff Heilman gives us the lowdown on the impressive new developments reshaping the landscape throughout the state, and then shares his passion for all things Texan. Nowadays, that includes the best of the old and the new; rough-and-tumble rodeos, Old West ranches, country music, down-home barbecue and spicy Tex-Mex creations are still all the rage, but expect the unexpected around every corner of the state, including funky urban hotels, relaxing spa resorts, booming cosmopolitan cities, eclectic small towns, invigorating outdoor adventures and celebrity-chef cuisine.

A listing of statewide CVBs is also provided, along with an Advertisers’ Expanded Listings section. For a wealth of additional resources, check out our redesigned website, MeetingsFocus.com, chock-full of new features that make meeting planning a breeze.

Thanks for checking out our latest take on the Lone Star State. Enjoy the sizzle—and the steak!