MARKETING PLAN
The Project
Skyline Festival is the largest house & techno festival in Los Angeles, returning for it’s third year.
For the 2024 edition of the festival, the event production team strategically reduced the size of the venue from the year previous, moving it from the 25,000 capacity Expo Part to the 15,000 capacity Gloria Molina park in Downtown Los Angeles.
This reduced venue size created some challenges with our fan base, who were looking forward to returning to Expo Park for the festival. However, we were able to still achieve a sellout by deploying the following strategies:
Investing in the creative identity of Skyline Festival to make it look and feel fresher, hipper, and cooler than in years previous.
Celebrating the new venue location as central-to-downtown (and the heart of the dance music scene in Los Angeles).
Releasing “surprise” information in the final week of the sales cycle, to ignite conversation and drive ticket sales at the last minute (a pre-existing behavior of the LA audience).
The Role: Marketing Director
Established the marketing strategy and led a cross-functional team across digital advertising, social media, OOH, third party endemic channels, and artist platforms to build brand equity and achieve a sellout.
The Results
Sold Out Skyline Festival 2024 at 15,000 tickets per day.
Grew Instagram following by 9K (+10% growth vs. YP)
