Lauritzen Gardens typically hosts three garden-based exhibits each year. Beginning in 2019 with Dinosaur Uproar, Emspace + Lovgren partnered with their team to brand each exhibit or event, like the annual antique show fundraiser.
After closing to the public in 2020, the gardens planned to reopen in the summer with an exhibit focused on pollinators and their importance in our ecosystem. The Emspace + Lovgren team developed a brand toolkit for the in-house Lauritzen Gardens team to use in promoting the event, driving attendance, encouraging membership sign ups, growing revenue and transforming the gardens.
The pandemic impacted the types of activities visitors could participate in, cut the budget for promotions due to closure from March through May, and lowered the comfort level of potential visitors. The summer exhibit was an opportunity to reopen with a bang and encourage visitors to socially distance while exploring the 100 acres of gardens in search of pollinators.
The pollinators theme manifested as an educational, family-friendly scavenger hunt called “Pollination Investigation” that prompted visitors to “find the forces that flower our world.” Graphics for the event were eye-catching, fun and bright, from awareness tactics like digital ads all the way through to playful signage and pamphlets in the gardens.
Promotional messaging focused on driving attendance at the newly reopened space, and on-site messaging focused on fostering curiosity in attendants to explore the grounds, learn about our crucial pollinators and, once done, consider becoming a member.
The brand toolkit was also used to display the local individuals and businesses who “adopted a pollinator,” which were sculptures created by garden staff members. This raised funds for the gardens during an unfortunate year that impacted attendance revenue.
While attendance was lower than the previous summer, there were 32,105 visitors in total from June 1 through September 7, 2020. The Lauritzen Gardens team was ecstatic nonetheless, garnering $237,000 of earned revenue from non-member admissions and gift shop sales.
Of all the goals, it was most important to the Lauritzen Gardens team that thousands of people enjoyed the benefits of nature in the middle of a pandemic, and that they were able to learn more about the diversity of pollinators, the importance of them and how to help them during their garden visits.
Other notable highlights included: