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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.


revenue increase.


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?


Everyone loves to feel inspired.


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.


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.