Background

The origins were in my sibling's (with whom I frequently collaborate) membership in various facebook groups for Shiba Inu owners. On a whim they created a Facebook event for "Shiba Beach Day" which attracted over 10,000 followers.

Around this time The Museum of Ice Cream, an art installation designed to be thoroughly Instagrammable, was near its peak popularity and had spawned many similar pop-up visual experiences. We decided to create such an experience for Shiba owners.

Goals

• Create a visually impressive and viral event
• On a shoestring budget
• Have fun and practice my DIY skills
• Make some money

Challenges

• Find a venue willing to host possibly hundreds of dogs
• Acquire sponsorships without a proven track record
• Make a premium looking experience on a very limited budget

Strategy

Because securing a space and constructing the sets required a large upfront investment, we endeavored to make as many pre-sales as possible. We tabled at other dog-related events and created exclusive merch which also included entry.

fundraising

I created a pitch deck using data on pet owner spending and attendance of similar events to propose sponsorships to several brands. The subscription box BarkBox ended up being a sponsor.

The event was successful; we sold 100% of our capacity.

In addition to sponsorships and ticket sales, we generated revenue with vendor fees.

The community responded enthusiastically. This was a lesson in how being in a more specific niche allows you to connect with your audience better.