Willie Nelson’s Heartbreaker Banquet

One of the most unique, exclusive, and fantastic events of SXSW takes place out West. For the 80s film “Red Headed Stranger,” crews built a replica of an entire old-West town out on Willie’s ranch near Spicewood. During South By, record labels throw one of the biggest parties out in Luck, Texas, complete with free beer and moonshine, live music all day and into the night, food trucks, giveaways, and the chance to pet Willie’s rescue horses. It’s invite-only – you can’t buy tickets, but we were lucky enough to be guests of the fabulous store Revival Texas, a sponsor.

The Opry House became the Midnight Moon Saloon, where sponsor Midnight Moonshine ladled out some mighty potent (and tasty!) libations, along with tattoos, tshirts and other swag.

Above, Wild Feathers. Americana-rock and indie-folk bands played on two stages all day and into the night. The evening concluded with a “surprise guest.” Can you guess who?

Moonshine, plus beer from Lagunitas and Left Hand Brewing were free and flowing freely. Eats, like barbecue, wraps, sandwiches and tamales, were available for purchase from a variety of Austin food trucks.

Sponsors held contests for giveaways all day, so it was easy to end up with lots of swag. Good thing we had that Square Space tote to put it all in!

The intimate chapel was an alternate concert site, with acts performing inside all day. Admission was restricted to just 49 people, but you could also catch the music from outside. Below, the “World Headquarters” served as the VIP area. Rumor has it there were even more free drinks and eats inside, and some of the bands hung out there.

Heartbreaker Banquet website