Southwest additionally companions with Luck Reunion as a part of its “On the Rise” program, a contest that helps early-career musicians. Over 80 acts entered the competition this yr. Three finalists are chosen from these entrants, every of that are featured in a video of their hometown that highlights their roots, inspiration and magnificence, with followers then voting on a winner via Southwest’s web site. Lou Hazel was the airline’s 2024 Artist on the Rise, snagging him a spot on the World Headquarters Stage throughout Luck Reunion.

“Our clients and staff are keen about music, and [Luck’s] viewers is so inbuilt on music,” mentioned Alyssa Foster, head of name partnerships and leisure public relations for Southwest. “We’re actually capable of weave our branding in a really natural method and hit on a few of our messages with out being too in anybody’s face, and actually simply make that good connection.”

Turning into a part of the expertise

Tito’s, Luck Reunion’s longest-running sponsor, has been there for the reason that starting. The Austin-based vodka model’s identify adorns the Saloon, a comfy, two-story constructing that serves as one of many occasion’s 5 phases.

“It’s all the time in regards to the cocktail and what that have is like,” mentioned TJ Mathias, director of nationwide occasions at Tito’s, “and being part of an occasion that’s simply inherently cool.”