Partnership builds on Southwest's support of up-and-coming creatives  

DALLAS, Feb. 19, 2024 /PRNewswire/ -- Southwest Airlines Co. (NYSE: LUV) returns as the Official Airline of Luck Reunion, an exclusive music festival held at Willie Nelson's "Luck, TX," ranch outside Austin, Texas. Through this partnership, Southwest® is hosting the fifth installment of the signature On The Rise to Luck program, dedicated to supporting up-and-coming artists; offering music fans the opportunity to attend the unique event through a sweepstakes; and engaging with festival attendees by offering surprises and giveaways.  

 Luck Reunion is a one-day music festival for creating and celebrating the evolution of American and roots music. This year's event takes place on March 14. The continued Southwest Airlines® and Luck partnership marks both brands' commitment to the music community and elevating Artists On The Rise. 

"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," said Brandy King, Managing Director Communications at Southwest Airlines. "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."     

"Our partnership with Southwest Airlines allows us to tap into our shared passion for highlighting emerging talent," said Luck Reunion organizers. "We are especially excited to continue the Southwest: On The Rise to Luck program." 

Supporting Artists through Southwest: On The Rise to Luck Reunion
Southwest's On The Rise program supports developing artists' careers, including the Luck artist community. More than 80 music acts submitted to participate in the program, with Victoria Bigelow, Lou Hazel, and Jobi Riccio selected as Artist On The Rise finalists. Through Southwest: On The Rise to Luck, music fans are encouraged to visit Southwest's music platform,, between Feb. 19 and March 1 to learn about these talented musicians through video content and cast their vote, giving one rising artist the chance to perform an opening set on the World Headquarters Stage at Luck Reunion. Southwest will announce the winner of the On The Rise to Luck contest on March 6. This program features emerging talent, including past participants Arcy Drive, Ida Mae, Katie Pruitt, and Thomas Csorba

Luck Reunion Sweepstakes
For fans looking to attend the highly anticipated music festival, Southwest is hosting a sweepstakes* to award a winner a VIP package that includes round trip air travel, tickets to Potluck and Luck Reunion, hotel accommodations, and a $250 Visa® gift card for ground transportation. Between Feb. 19 and March 1, fans can visit to learn more and enter for a chance to win.  

Southwest Airlines at Luck Reunion
Southwest joined Luck Reunion as an official partner in 2017, and each year, the carrier creates an experience to engage festival attendees and artists. This year, Southwest welcomes its Repurpose with Purpose community partner, Wearsos, to Luck Reunion to provide giveaways made of Southwest's upcycled leather seat coverings. Attendees may also purchase additional Wearsos items. 

For more information about Luck Reunion, visit  

NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. Open to legal residents of 50 United States and the District of Columbia (excluding Alaska and Rhode Island) age 21 or older at time of entry. Void where prohibited. All fields must be completed. Approximate retail value of all prizes: $3,800. For complete details and how to enter, see Official Rules. By submitting this entry, you agree to the Official Rules. By entering, information collected will be used in accordance with Sponsor's Privacy Policy. Sponsor: Southwest Airlines Co., 2702 Love Field Drive, Dallas, TX 75235. Enter by March 1, 2024, at 11:59 p.m. CT

Southwest Airlines Co. operates one of the world's most admired and awarded airlines, offering its one-of-a-kind value and Hospitality at 121 airports across 11 countries. Southwest took flight in 1971 to democratize the sky through friendly, reliable, and low-cost air travel and now carries more air travelers flying nonstop within the United States than any other airline1. Based in Dallas and famous for an Employee-first corporate Culture, Southwest maintains an unprecedented record of no involuntary furloughs or layoffs in its history. By empowering its nearly 75,0002 People to deliver unparalleled Hospitality, the maverick airline cherishes a passionate loyalty among more than 137 million Customers carried in 2023. That formula for success brought industry-leading prosperity and 47 consecutive years3 of profitability for Southwest Shareholders (NYSE: LUV). Southwest leverages a unique legacy and mission to serve communities around the world including harnessing the power of its People and Purpose to put communities at the Heart of its success. Learn more by visiting As the airline with Heart, Southwest has set a goal to work toward achieving net zero carbon emissions by 2050. Southwest has also set near-term targets and a three-pillar strategy to achieve its environmental goals. Learn more by visiting 

1. Based on U.S. Dept. of Transportation quarterly Airline Origin & Destination Survey since Q1 2021 
2. Fulltime-equivalent active Employees
3. 1973-2019 annual profitability

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SOURCE Southwest Airlines Co.

Copyright 2024 PR Newswire

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