Mountain Bike Event Launch

A Mount Hermon sponsored co-ed retreat bringing mountain bike enthusiasts together for a weekend focused on wellness, connection, and mindfulness in the Santa Cruz mountains.

Mount Hermon had offered select retreats in the past, but most were developed for a specific gender or created for couples. They wanted a retreat that would bring enthusiastic mountain bikers together to geek out over loamy trails at a world-famous riding destination.
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The idea was to create an interest-centered retreat catered to a more millennial demographic (roughly 26-41) that could serve as a template for other new retreats in the future.

As the Creative Director, I got to influence the project from ideation to launch.

I had the privilege of heading up the user research, leading a focus group and conducted interviews to gather data about our ideal customer profile.

I acted as the Art Director and Director of Photography for the promotional photo and video shoot.

I created the social media campaign strategy for multiple channels and accounts, was responsible for paid campaign management, writing copy, directing content creation, and weaving the recruiting campaign into the existing content on the various channels.