Lowe's Introduces Exclusive Live Music Benefits and Experiences for Loyalty Members
Rhea-AI Summary
Lowe's (NYSE:LOW) launched exclusive live music benefits for MyLowe's Rewards and MyLowe's Pro Rewards members through a new multi-year partnership with Live Nation.
Members can access concert perks such as discounted kids lawn tickets, complimentary lawn chair rentals at select shows, and sweepstakes for chances to win tickets all year.
Lowe's will also be the first presenting partner of new amphitheater tailgate experiences at select venues, adding entertainment, food, beverages and vendor programming. The free loyalty programs now have more than 30 million members combined.
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News Market Reaction – LOW
On the day this news was published, LOW gained 2.25%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| May 29 | Dividend increase | Positive | -1.6% | Raised quarterly cash dividend to $1.25 per share, up 4%. |
| May 21 | Productivity tool launch | Positive | -1.6% | Introduced AI-powered Material Lists tool to speed Pro customer quotes. |
| May 20 | Earnings results | Positive | -0.1% | Reported Q1 2026 EPS and sales growth with affirmed full-year outlook. |
| May 18 | In-store experience | Positive | -0.2% | Launched MrBeast-themed Kids Club workshops across 1,750+ stores. |
| May 14 | Loyalty campaign | Positive | +1.4% | Rolled out “Epically More Messi” loyalty campaign with exclusive fan perks. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent positive operational and marketing news for LOW has often seen muted-to-negative next‑day reactions, with only one of the last five releases aligning positively with price.
Over the past month, Lowe’s has focused on shareholder returns and loyalty engagement. A May 29 dividend increase to $1.25 per share followed solid Q1 2026 results on May 20, including $23.1B in sales and affirmed full‑year guidance. Loyalty-driven initiatives such as AI‑powered Pro tools, kids’ MrBeast workshops, and the “Epically More Messi” campaign highlight a strategy of deepening member engagement, which this new Live Nation partnership extends into live entertainment.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Across select amphitheaters nationwide, Lowe's is giving loyalty members exclusive perks and new ways to connect through live music all year long
The partnership also makes Lowe's the first presenting partner of a new amphitheater tailgate experience Live Nation is introducing at select venues this summer. Creating a new way for fans to kick off their night out, the spaces will bring together live entertainment, food and beverage offerings and programming from select Lowe's vendor partners, with specific experiences tailored by venue at North Island Credit Union Amphitheatre, Ruoff Music Center and Jiffy Lube Live. Tailgates begin when general parking lots open, with space available on a first-come, first-served basis.
Through the partnership, Lowe's is meeting customers where they already love to spend time, creating new ways to connect through live music and shared experiences. Designed to deliver both everyday value and meaningful moments, rewards members also get additional ways to save and earn. The free MyLowe's Rewards and MyLowe's Pro Rewards programs, now with more than 30 million members combined, offer personalized savings, bonus points and access to exclusive products and seasonal perks.
Each year, millions of fans return to amphitheaters as part of their summer routines, with
"Music is one of the things that brings people together — families, friends and entire communities — and we love being part of the moments people look forward to all year long," said Jen Wilson, Lowe's senior vice president and chief marketing officer. "Through this partnership, we're leveraging live music to reach new and younger audiences while giving our existing members exclusive perks that make these experiences even more rewarding. It's all about helping families make the most of a night out and rewarding loyalty by showing up in meaningful ways beyond the home."
"When fans come out to a show, they want the whole night to feel special," said Russell Wallach, Global President, Media & Sponsorship at Live Nation. "Jen and the Lowe's team really understood that from the start. We saw an opportunity to build around the moments fans already love during the summer and create more ways for people to spend time together before the music even starts through our new tailgate spaces presented by Lowe's."
MyLowe's Rewards and MyLowe's Pro Rewards members can access these benefits starting this summer at participating amphitheaters, with additional perks to come throughout the year. Learn more at https://www.lowes.com/concertperks.
*Loyalty Programs subject to Terms & Conditions. See Lowes.com/Terms for full program details. Subject to change. MyLowe's Rewards Program subject to terms & conditions. Visit Lowes.com/Terms for details. Subject to change.
†MyLowe's Rewards members who receive a unique code via MyLowe's Rewards communications may purchase "2 for 1" lawn tickets (1 adult ticket and 1 child ticket) to participating concerts, while supplies last. For each participating concert, the first fifty (50) Members 18 years of age or older who enter their code at ticket check out will be able to purchase two (2) discounted tickets. Must purchase two (2) tickets and enter an eligible code to receive the offer. Ticket prices are "all in" pricing. The child using a ticket must be 12 years of age or younger and accompanied at all times at the concert by a parent or legal guardian. Offer is limited to one (1) per customer. Any customer found violating the terms of the Offer may be disqualified. Offer cannot be combined with other offers or discounts, cannot be used on past purchases, and is void where prohibited.
^The first fifty (50) MyLowe's Rewards members ("Members") at each participating concert who go to the chair rental location and show their Member ID in the Lowe's app will receive a complimentary chair rental, while supplies last. Members must be 18 years of age or older. Must have a valid concert ticket to claim offer. Offer is limited to one (1) complimentary chair per Member per concert. Offer has no cash value and is void where prohibited. Check venue policy for chair usage terms and return instructions. Sponsor may cancel or suspend the Offer at any time without notice or liability. Sponsor: Lowe's Companies, Inc.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.
About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company with total fiscal year 2025 sales of more than
Contact:
Lowe's Media Team
Amanda Caskey
Amanda.caskey@lowes.com
Live Nation Media Team
Danika Azzarelli
DanikaAzzarelli@LiveNation.com
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SOURCE Lowe's Companies, Inc.