Inside Luck Reunion: 5 Lessons Learned From Willie Nelson’s Iconic Festival

The moment you step onto the grounds of “Willie’s Backyard” in Spicewood Texas, there’s no mistaking where you are. There’s a Hollywood-inspired “LUCK” sign atop a hill, a Luck Reunion wooden archway and a handful of stages are branded with a “Luck Reunion” neon sign. But it hardly ends there. The strength of the Willie Nelson brand is inescapable at Luck Ranch — and rightfully so. At the main merchandise tent, where Luck Reunion and Luck, Texas merch is aplenty, there are also T-shirts and hats reading “Willie For President.” And a bit beyond, there’s Willie’s Reserve, a small shop with even more Willie-inspired merch, from ashtrays and hemp or CBD joints to t-shirts, totes, mugs and more.

Built in 1985 as the backdrop for the film Red Headed Stranger, an adaptation of Nelson’s album of the same name, the Luck Ranch set was meant to be burned to the ground for the film’s final scene, but the country music star scrapped those plans last minute, opting to keep the set as part of his sprawling central Texas estate. Located just 45 minutes outside Austin in a town called Luck, Texas, Nelson and his friends use the old western set as a gathering place. Eventually, the crew decided to invite others in for a day of music each March — timed to SXSW — dubbed “Luck Reunion.”

In 2023, Luck Reunion partnered with REVERB to become the first U.S festival to have a 100% solar-powered main stage, which resulted in a 90% decrease of fuel consumption. The solar-power stage returned to the 2024 festival — and the idea of a sustainable future didn’t stop there as electric Rivian trucks were on display for attendees to inquire about or even hop in to test out for themselves.

There is an air of “luck” that radiates throughout the festival — likely given the nature of the tickets by draw system. Plus, there’s the fact that those who are there likely had a bit of a journey to get in as the fest is a bit outside of Austin — lending to the remote and curated nature that makes Luck Reunion feel particularly special. And, of course, there’s also the small detail that beer is included with admission.

At 5 p.m., hours ahead of the anticipated Willie Nelson & Family headlining gig, the legend’s son Lukas Nelson has his own solo slot within the on-site Chapel. Given the tiny venue’s tiny capacity — the space holds exactly 49 people — fans were leaning into the gorgeous stained-glass windows hoping to hear a bit of his set. But for those who couldn’t get close enough to enjoy the intimate performance, Willie’s closing set — the last of more than 40 performances across the day — always delivers.