Every year during SXSW, an abandoned western town called Luck, TX is resurrected to host a indie, southern rock music festival. Built as a movie set on Willie Nelson's ranch in the 70's, Willie loved the town so much that he convinced the studio to leave the buildings. Now, each year the town is brought back to life with sponsors who recreate the spirit of the buildings they populate. Southwest sponsors the Luck Tannery and partners with a local tannery vendor to give guests the opportunity to customize free leather goods. Together with Odin Leather Goods, we completely outfit the space to make it feel as if it were still a fully functioning tannery. The result is a completely immersive and transformative experience, that shows Texas exactly why Southwest is their hometown carrier.

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I have been the Production Lead of this project for 3 years leading a team of 3. I led vendor partnerships, conceptual design, decoration and floor plan development, budget, and timelines.

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