When people think about SAS Innovate, they usually picture keynotes, demos and conversations about technology. While true, what they don’t always see is the work happening behind the scenes – the creativity, craft and collaboration that help shape the experience long before attendees arrive.

This year’s SAS Innovate in Texas will include a playful visual moment: a towering cowboy boot and hat designed as an inviting photo opportunity and a subtle nod to place. But like many things at SAS, what it looks like on the surface represents a much larger story of teamwork and attention to detail.

This story starts in the art studio with Juliana Craig, a member of SAS’ Art and Scenic Operations team who has spent more than two decades helping bring ideas to life across campus and at events worldwide.

After 26 years at SAS, very little surprises her anymore.

“Honestly, very little phases me in this job,” she says. “It’s one of my favorite things about working on art projects at SAS. Coloring wall? What’s the theme? Whiteboard video? Send me the script. Beehives? Where are they? I am always being asked to do something new and interesting.”

So, when the request came in to paint a giant cowboy boot and hat for SAS Innovate, her response was straightforward.

“Of course, you want me to paint a giant cowboy boot and hat. What do you want them to look like and when do you need it?”

From concept to creation

The idea for the boot and hat came from collaboration across multiple SAS teams. By the time Juliana joined the project, the vision was clear – the next step was translating that idea into something real.

Working with the scenic design team, she helped shape the final look and feel. As a native Texan, she appreciated the decision to keep the design authentic rather than exaggerated: a classic brown leather boot paired with a clean beige felt hat.

The pieces are made of fiberglass and were delivered primed and ready for paint. The scale alone changes how the work happens. The boot stands six feet tall and the hat was mounted on a metal arm that allowed it to be raised and lowered during painting.

Painting at that size requires thinking differently. Juliana began with a strong base color she could build from, layering texture and depth over time. Some of the paint even came from unexpected places – colors mixed from leftover beehive projects she had worked on previously.

The challenges you don’t see

Like most large-scale art projects, the hardest part wasn’t the design. It was the physical reality of making it happen.

“Painting the inside of the top of the boot and the inside of the hat was awkward, no matter how I positioned myself,” she says. “But I got it done.”

That kind of problem-solving rarely makes it into the final experience, but it’s part of what allows the finished piece to feel effortless when people encounter it.

The details that make it real

For Juliana, the most meaningful parts of the project are often the details people might not immediately notice.

She incorporated an “S Mark” into the stitching pattern on both the front and back of the boot. Different painting techniques helped create texture – glossy brushed paint to mimic leather and rolled flat paint to give the hat the look of felt. And it was the addition of a second row of stitching that, in her words, finally made it feel like a true cowboy boot.

These small decisions are what turn an object into something believable.

Balancing playfulness and purpose

While the boot and hat add an element of fun, the goal was never novelty for its own sake. The team focused on creating something memorable while staying authentic and aligned with SAS’ brand.

“Creating an iconic photo opportunity is whimsical and memorable,” Juliana explains, “and keeping it authentic, dignified and top quality is on-brand for SAS. The cowboy boot and hat also bring an element of placemaking. We wouldn’t want people to forget they are in Texas.”

That balance – between creativity and intention – reflects how many SAS Innovate experiences come together.

Creating moments of delight

When attendees and employees see the finished pieces in Texas, Juliana hopes the reaction is simple.

“I hope they find it inviting and that it injects some much-needed delight into someone’s day,” she says. “I hope they see that SAS goes the extra mile to invest in the quality of their experience as well as the quality of our products.”

After 50 years, SAS has built a reputation for turning complex ideas into practical outcomes. Sometimes that shows up in analytics and software. Other times, it shows up in the craftsmanship and creativity that help bring people together.

As Juliana puts it, “We’ve never been your average company. We value creativity, multifaceted thinking and personal experience. The giant cowboy boot and hat are just another small example of SAS turning a big idea into something tangible.”

Want to see the boot, hat and more of what we have in store? Join us at SAS Innovate in Texas and experience it for yourself.