Project Overview: OKTOBERFEST EVENT

Client: Hassalo on Eighth (Exhibition Design Case Study)
Focus Areas: Oktoberfest 9th Anniversary Party spacial, marketing and social media design

The annual event is hosted for resident’s living in Portland’s urban luxury community, Hassalo on Eighth. In order to sufficiently allocate the event budget and honor the seasonal uncertainty of a partial outdoor space, I created the Oktoberfest theme to adhere to a certain look, atmosphere and feel. This gave a direction to what kind of food, drink and music vendors to hire.

Like a traditional design project, promotion material had to be eye-catching. Using my illustrator-at-heart style, I created several illustrative assets on the theme. They were easy to multiply and insert into future marketing material.

The Challenge

Creating an unforgettable, post-worthy experience for residents to interact and engage with.

Key Issues Identified:

  • Organized utilization of budget from catering to printing

  • Lack of engagement on social media from residents at past events

  • Previous year’s Anniversary Parties resulted in uninspired content and photography for future marketing opportunities

Goal: Establish an organized event, hire relevant local vendors, inspire resident social media engagement, and capture future content

Another tally on the event planning process was executing a party favor for each resident. On theme, I chose to gift a beer stein with a fun design that contrasts the varying shades of the beverage it holds.

The Strategy

The approach to a killer party has a lot of moving parts. Some things fit, some fall through, but using the quick adaptation skills as a designer, there’s no problem in which a creative solution can’t apply. To hit the targets for Hassalo’s priorities, I broke it down to three different strategies:

1 ADHERE TO LOCAL

  • Research the neighborhood and meet with high rated small businesses to hire for resident’s sense of community at event

  • Ships rising with the tide mentality: By highlighting local vendors, we are able to promote each other

  • Social Media Growth: Collaboration face-to-face instills trust, and every vendor’s social media creates more engagement

2 Execute a memorable experience

  • Design marketing, menu, social media, backdrops, email, and other print+digital assets

  • Map event space: Oktoberfest is set in one of the community’s mid-rise Courtyard and Lounge, and outlining the best use of the ground level space ensured a smooth operating space for vendors

  • Promote the experience on a proper promotion calendar and emphasize the details: Polaroid Photo-op, live music, a neighborhood Bakery’s fresh Pretzels, a local German Food cart and Brewery serving complimentary spreads of Oktoberfest’s tastes, smells, and feels. The food Truck catering inside the Lounge with Brawts and Krout, and the PDX staple Brewery, Steeplejack serving their Seasonal Ales and Ciders in guest’s handy mug party favor.

3  SOCIAL MEDIA AND WEBSITE CONTENT

  • Hassalo’s social media is geared toward current residents, to utilize the lifestyle in the community and make it easy to share event details. This is an opportunity to grow Hassalo’s followers and start rolling cross posts among the content creator heavy demographic at the property.

  • Capture stunning photos and video of the party for social and website content. This can function in favor of the building’s marketing efforts online by advirtising the attention to detail and consideration Hassalo gives their residents.

The Execution

  • Bright, bold, photogenic backdrops, banners and signs for optimal content creation

  • Collaboration with local small business’ social media

  • Clear high standard of quality in food, drink, gifts and music

Marketing Campaign- Social media posts, printed posters, and email templates will combine to create a stir ahead of the event date. Upon start time, every opportunity for quality content will be from the genuine enjoyment in guests using the space as designed.

As part of the unspoken plan, Hassalo’s content creators showed up and promoted the party with tags and appreciation. Re-posting to Hassalo’s account furthers engagement and brand loyalty from these savvy folks and their large followings.

The Impact

  • Brand loyalty and reinforced luxury reputation

  • Social media engagement with vendors, content creators and guests

  • Advirtising Asset: Capturing the spirit of the event in photo and video exhibits Hassalo’s high brand standards

Key Takeaways

  • Detailed planning creates magical results

  • Social media is a powerful collaboration tool for an urban neighborhood event

  • Brand conscious design creates more than a party, it becomes an experience