Delta to offer SkyMiles perks at Austin’s SXSW

Delta Air Lines is taking an unusual tack as the official airline of the popular South by Southwest music and arts festival in Austin this year.

At the event known as SXSW, which runs March 8-16, Atlanta-based Delta will have special perks for attendees who are members of its SkyMiles frequent flier program.

In Austin, the airline will offer special free transportation around town on electric “hopper” shuttles emblazoned with the Delta name. During certain periods on the first four days of the festival, those who can show they are SkyMiles members on the FlyDelta app can catch a free ride to the Austin Convention Center, downtown or Delta’s lounge at SXSW.

The Delta lounge at SXSW in downtown Austin will have Starbucks drinks, Delta merchandise and free Wi-Fi.

Delta has been adding flights in Austin as a growing “focus city” in its network, and this will be the first time it will have a large presence at SXSW.

For elite-level Medallion SkyMiles frequent fliers, Delta says, it will have a speakeasy available by reservation only with live music, an opening-night party hosted by Issa Rae, and other events, like wine with Carmelo Anthony and a barbecue tasting from Austin favorite Franklin BBQ’s pit master Aaron Franklin.

Other experiences will nod at the perks that certain frequent fliers get, including expedited entry into a Billboard concert for those with both a SXSW badge and SkyMiles membership.

The SXSW benefits are part of a broader shift in approach for Delta to make SkyMiles a program with benefits beyond flights, including offers such as promotions for Paramount+ subscriptions.

Delta will also have a SXSW badge pickup location for SkyMiles members at the Austin Convention Center.

Delta CEO Ed Bastian will speak March 10 at SXSW, along with Chef José Andrés, founder of the nonprofit World Central Kitchen.