Situation

Talking Stick Resort is an upscale casino on the outskirts of Scottsdale attracting a fairly traditional crowd. In 2012, we introduced a new event series: RELEASE. A line-up of pool parties to pull in a younger audience during hot desert summers. And it worked. Until the pandemic put a stop to it. Post-COVID, we were asked to relaunch pool parties.

48.7^%

revenue increase.

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Challenge

How do you invigorate a series of public events post-COVID, especially when prominent hotel chains like the W have caught up and put legends like Diplo, Skrillex and Steve Aoki on their VIP list?

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Insight

Everyone loves to feel inspired.

Solution

No two waves are the same. This idea became our inspiration for a new event brand: WAVE. Always surprising, ever changing like that swell of emotion that pulls you in.

Results

The average guest list rose by 35%. Guests provided a revenue increase of 48.7%. “Under the WAVE”, our social media effort, resulted in 2.7 million impressions over a two-week period and ongoing coverage by multiple TV stations.