Client Celebrates Sold Out Reopening Following Pandemic
Event organizations are coming off of one of their most difficult years yet. In 2020, COVID-19 shut down performance venues, sporting events, and all large indoor and outdoor gatherings around the globe. Our client, the Annapolis Boat Shows, seemed to be one that was hit the hardest. Their four shows for the 2020 season were cancelled amid the growing public health crisis, staff was laid off, and exhibitors and businesses were in shock for what this cancellation meant to their annual financial wellbeing.
As the year came to a close and the pandemic restrictions began to ease, the shows management team looked to take proactive steps to ensure the 2021 shows would open once again. With a shift in their spring show format and a need for enhanced safety measures, the shows required a strong marketing and communication plan for a successful comeback.
Billed as “Bay Bridge Boat Show – Power and Sail; Two Shows in One,” this new spring show format catered to both power and sail enthusiasts. With over 30 years of the Bay Bridge Boat Show being known as just a power boat show, it was imperative the word was spread that sailors were also welcomed. Symmetry stood by their client, providing support where needed. Press releases, daily social posts, ad placements, and regular email communication was distributed to ensure the shows audience and exhibitors were aware and excited about the change.
Working with Queen Anne’s County, our team also helped develop a show health and safety manual that implemented a number of strict show protocols for all to follow. Visitors were required to wear proper face coverings, and initiatives such as large attendance numbers smoothed over the four show days to help avoid overcrowding and non-stop surface cleaning procedures were communicated. Day of show signage was created, and ongoing safety messages were communicated to further encourage awareness and compliance with each regulation.
With a recorded 57% increase in attendance from the best reported attendance in previous years, it was apparent that not only was this annual gathering deeply missed, but that the economic benefit of the boat shows was alive and well once again.
Advanced ticket holders traveling from around the country flocked to the Bay Bridge Marina throughout the sold-out event to climb aboard the three hundred boats on display, and shop from the many marine equipment and boating apparel exhibitors, charter companies, and financial institutions.
Just like our client, we look forward to welcoming boaters back to Annapolis for their largest shows of the year – the United States Powerboat Show and United States Sailboat Show.
