Southwest Airlines Renews Partnership with Luck Reunion, Lends Support for Artists “On The Rise”

Southwest Airlines® has reclaimed its position as Luck Reunion’s official airline. Southwest officially joined Luck Reunion, a recurring musical festival held just outside Austin, TX, on the grounds of Willie Nelson’s Luck Ranch, in 2017.  

Each year, Southwest enhances the experience for artists and attendees by highlighting an important cause and offering a chance for free prizes. This year’s event has been branded “Repurpose with Purpose,” a global sustainability endeavor that has resulted in over a million pounds of leather being recycled from airline seats into new products. Through coordinated efforts between Southwest and its partner, Wearsos, a few lucky fans will win prizes made from the upcycled seat coverings. Wearsos will also be on hand for fans to purchase some of its recycled offerings. 

Luck Reunion has evolved into a platform that brings together emerging musicians, artisans, and chefs. Southwest will host the fifth On The Rise to Luck program. Through the event and partnership, music fans can attend the one-day festival, which has become a beacon for musicians and fans to celebrate American culture and music.  

Brandy King, Southwest Airlines’ Managing Director of Communications, said, “We build connections with our customers through their passions, like music, and our Luck Reunion partnership provides the perfect opportunity to offer a unique experience they’re sure to remember. As we introduce customers to these talented emerging artists, we're providing up-and-coming creatives a lift through our Artist On The Rise program.”      

Three finalists from among 80 applicants have been chosen for a chance to perform an open set at the festival. The three Artists On The Rise finalists include Lou Hazel, Jobi Riccio, and Victoria Bigelow. Southwest invites fans to vote for their favorite musician on the airline’s music platform through March 1. The winner will be announced on March 6. 

The event is scheduled for March 14, 2024, and Southwest is also offering a chance for festival fans to enter a sweepstakes, which will award a lucky winner with a VIP package that provides round-trip airfare, hotel accommodations, tickets to the festival, and a $250 Visa gift card to help pay for ground transportation.  

Check out Luck Reunion’s Instagram reels to learn more about past and upcoming artists and events here: 


Read more on Loyalty360:   

Southwest Airlines Strengthens Net Zero Emissions Strategy 

Southwest Airlines Launches Limited-Time Companion Pass Offer  

Sustainability Partnerships Boost Loyalty 

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