The Need:
Arise Music Festival, based in Loveland, Colorado, had a successful first couple years under their belt but needed to expand the market for their 2014 event. They had a hard-line need to grow their attendance and culturally wanted to cultivate year-round community to become Colorado's premier transformational festival, but as a new event they needed to find creative, budget-conscious tactics to meet their goals.
The Remedy:
As part of the Souls In Action team I helped create and implement the "Souls Rising" stage at the festival with the goal of expanding the attendance of electronic music lovers to the festival. Our team was given an unassuming patch of land and we created a brand new stage for the event from stage setup and decor to acts and hospitality. By working strategically with sponsors we were able to bring this event-enhancing stage to the festival without adding to Arise's budget. We even threw in a "Jamcake" social each morning so fans could come meet some of their favorite artists at the festival while eating pancakes and playing in a jam circle, to create a truly unforgettable experience.
The Souls Rising stage comes to life at Arise.
As Marketing Director at Souls In Action I was tasked with highlighting our work at Arise and increasing content visibility to drive ticket sales. So I crafted a media and distribution plan that presented the best of both Arise as a transformational festival and the cutting-edge electronic acts Souls In Action would bring to the table. I then managed a team of writers, artists, videographers, interviewers and photographers to bring the plan to life. Some great content came out of this work including blog content highlighting Arise's transformational aspects, curated playlists, and a unique "live Q&A" with the artist Mr. Bill.
Yours truly getting involved with one of our on-site artist interviews.
Once the content was created, I strategically leveraged Souls In Action's and Arise's social media presences along with their respective grass roots teams to reach a targeted audience of electronic music lovers in Colorado and beyond. Then to wrap it all together I created a series of recap content pieces to keep the conversation going year-round about the festival and facilitate a successful next year and beyond.
The Results:
“137% Increase of targeted traffic.”
For my part, created content and distribution helped create a targeted boost of referral traffic to ticket sales pages of 137% over the months leading up to the event. Which in turn helped fuel the most attended Arise to date. Overall, the Souls In Action team successfully brought a new stage to the event and opened Arise to a whole new category of attendee. For 2014 Arise was named the best music festival in Colorado.
If you want to get a better sense of what Arise and the Souls Rising stage were all about check out our official recap!
