South by Southwest, the annual tech, movie and music convention in Austin, has formally been canceled due to the coronavirus.

The choice, introduced by metropolis authorities on Friday, got here simply two days after Austin public well being officers mentioned the occasion might proceed as deliberate regardless of a string of high-profile dropouts and widespread calls to cancel.

“I’ve gone ahead and declared a local disaster in the city, and, associated with that, have issued an order that effectively cancels South by Southwest this year,” Austin Mayor Steve Adler advised reporters Friday afternoon.

The occasion had been scheduled to happen from March 13 to March 22. This is the primary time in 34 years that it has been canceled, in response to the organizers.

“We are devastated to share this news with you,” SXSW mentioned in a press release. “We are now working through the ramifications of this unprecedented situation.”

SXSW is now exploring the potential for rescheduling the occasion and is working to offer an internet various. The organizers will attain out to potential attendees with extra data within the coming days, they mentioned.

Several of the convention’s largest names had already pulled out within the days main as much as the cancellation.

Twitter (TWTR) was the primary massive firm to tug out of the occasion, citing its new coverage proscribing all enterprise journey due to the virus. Facebook (FB), Intel (INTC), Vevo and Mashable quickly adopted go well with.

Popular video app TikTok additionally backed out, saying it might discover “alternative ways” to convey its deliberate SXSW content material to audiences. “While we think the risk is relatively low, we are erring on the side of caution,” a TikTok spokesperson advised CNN Business on Tuesday.

Despite the cancellations, SXSW organizers introduced new keynote audio system this week, together with Hillary Clinton and Andrew Yang. The convention organizers mentioned on Monday they might be “proceeding as planned” and that they have been working with native, state and federal companies to make sure a secure occasion.

SXSW attracts hundreds of individuals to Austin every year and generates hundreds of thousands of {dollars} for the town. The financial influence of final yr’s occasion on the town was estimated to be $355.9 million, in response to a report paid for by SXSW.

As not too long ago as Friday, some attendees had been finalizing their schedules and packing their baggage for a visit to Texas.

San Francisco-based advertising advisor Kate Talbot, who has attended SXSW yearly since 2015 as a technique to attempt to get new enterprise, was anticipating to be amongst these descending on the town subsequent week. She sometimes attends events run by enterprise capital companies or startups and different non-public occasions to fulfill potential purchasers.

“SXSW is really beneficial to my business,” Talbot advised CNN Business shortly earlier than the occasion was cancelled. “I’m doing what the CDC is telling us to do and being smart about it. I don’t want to live in fear. I don’t understand the difference between being in San Francisco and Austin. There’s a risk anywhere you go.”

Various tech firms have already canceled the in-person portion of their annual spring occasions, together with Facebook and Google’s developer conferences.

Soon after, SXSW organizers got here underneath strain however had resisted to cancel the convention. A Change.org petition urging a cancellation has garnered greater than 53,000 signatures.

Mark Escott, the interim medical director and well being authority for Austin Public Health, mentioned canceling the occasion was a needed precaution to mitigate the additional unfold of the virus.

“This is not unlike a hurricane looming in the gulf,” he mentioned. “Now is the time to think about what are we going to do as a community and as a government when that storm comes.”

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