Cubs Con is a marathon for die-hard fans: talking baseball, listening to others talk baseball, collecting autographs, and wearing their passion on their sleeves, chests, and heads.
Southwest gives some LUV back by creating the Southwest Club, an airport-style VIP lounge designed exclusively for these devoted fans. Just like a premium airline lounge elevates the travel experience, the Southwest Club elevates their Cubs Con experience for both general attendees and season ticket holders, showing that Southwest shares their passion for the Cubs.
In past years, the Season Ticket Holder Lounge had been more of a joy desert. In 2026, we reimagined it as the Southwest Club, an elevated retreat from the Cubs Convention crowds designed for comfort, connection, and a few surprises along the way.
Brand Ambassadors welcomed Season Ticket Holders through an illuminated tunnel into an airport-style lounge featuring Southwest Club perks, including elevated food and a private bar, soft seating, a custom hat and pin station, and opportunities to meet and mingle with Cubs legends, all delivered with signature Southwest-level hospitality.
As a surprise for Season Ticket Holders, Pete Crow-Armstrong made a special appearance at the club. Unlike the rest of the day’s talent, which had been promoted online, this visit was completely unexpected for attendees. PCA joined a meet-and-greet and hosted his first public autograph signing, signing the custom Southwest x Cubs hats available exclusively to STHs, creating one of the most talked-about moments of the day.
As a surprise for Season Ticket Holders, Pete Crow-Armstrong made a special appearance at the club. Unlike the rest of the day’s talent, which had been promoted online, this visit was completely unexpected for attendees. PCA joined a meet-and-greet and hosted his first public autograph signing, signing the custom Southwest x Cubs hats available exclusively to STHs, creating one of the most talked-about moments of the day.
But we couldn’t let the Season Ticket Holders have all the fun. To build partnership awareness, we moved the 8-foot airline seat to the convention floor. Positioned just outside the Southwest Club, it became a one-of-a-kind photo opportunity for general Cubs Convention attendees to join in.
Fans climbed into the chair, had their photo taken by our on-site photographer, and walked away with a printed postcard and a custom collectible pin.
The Results: Cubs Con hit a record 10,000 attendees, with about 2,500 Season Ticket Holders in the mix. Friday welcomed 615 guests, and Saturday the lounge ran at full 130-person capacity for eight hours straight. 920 hats, 3,150 collectible pins, and 508 oversized-seat photos later, sweepstakes entries topped 5,000. The ultimate sign of success? Our limited-edition gear making its way to eBay within hours.