In November 2024, Luck Presents hosted the inaugural “Look West,” a celebration of western culture with a focus on film.

Look West took place at “Luck” TX, which was built as the set for Red Headed Stranger in 1985. The film was adapted from Willie Nelson’s album by the same title. Nelson acted in the film and loved the western town set so much that the plot of the film was changed to save Luck from burning in a fire at the end of the film. Given its history, Luck was the perfect place for a two-day film-centric event celebrating Western culture through film.

Look West honored legendary screenwriter Bill Wittliff and his contribution to film and storytelling, showcased screenings of his works, displayed selections from the Wittliff Collections archives, and featured music performances honoring his legacy. Look West attendees were treated to daytime showings in the town’s saloon and chapel buildings, followed by sunset performances and a feature film under the hill country stars each evening.

Between screenings patrons partook in a range of food offerings from a thematic chuck wagon experience to elevated movie concessions, saddled up to the onsite bars, and shopped from a line of curated vendors. Fans viewed exclusive memorabilia from the featured films, and other items spanning Bill Wittliff’s expansive career, in a one-of-a-kind Wittliff Collections exhibit display onsite.

The celebration began with a screening of “Barbarosa,” and later celebrated “Honeysuckle Rose” with a feature showing of the film and a musical tribute led by Walker Lukens & Friends and featuring the movie’s own Amy Irving and special guests. The second day of the event included screenings of “Raggedy Man,” “Legends of the Fall,” “Texas Shorts” presented by Austin Film Festival, and an all-day marathon screening of “Lonesome Dove,” followed by performances by songwriters James McMurtry and John Moreland.

Both days of the two-day celebration showcased “Alone In Tombstone,” Southwest Airlines’ first-ever brand film based on a short story written by Wattpad author E.A. Comiskey. “Alone in Tombstone” was adapted into a short film by Tongal community member Kelsey Taylor. Filmed on location at Mescal Movie Set, a western town in Benson, Arizona, it tells the story of a young woman searching for her place in life when she suddenly encounters a surprise visitor.

Just like in the movie, onsite at Look West, Southwest immersed guests into an old west photo studio. Waco-based Holliday Tintype set up a vintage photo studio and guests received a unique tintype photo from the set of the western town of Luck, TX. Southwest also provided attendees with Southwest-branded bandanas as a memento of the special event!