Forget Marketing ~ Plan a Festival
Guest Post by Todd Jordan
Venturing into University City is like crossing the border into entirely different world from the surrounding neighborhoods. No better representation of that feeling than the Delmar Loop. That spirit was really captured in the recent Loop Ice Carnival.
The slide show above captures many of the ice sculptures created for businesses in the district. Each sculpture captured a bit of the personality of the establishment yet served to reinforce a sense of community. Sculptures were not only created for businesses, but there were ice slides as well.
What this community chose to do rather than blatant advertising was to give folks a reason to just come down and visit.
Locals who wouldn’t normally venture that way came out to see the ice sculptures, ride the slides, and a enjoy a few other treats. The stores had a chance to see fresh faces crossing their thresholds.
Beyond the ice, some shops chose to engage in other participatory fun.
Scattered throughout the Loop were single hole golf shots. Each was custom designed by the staff of the spot. The one at Brandt’s was created with beer and booze bottles of all sorts. The Moonrise hotel hosted a spaceship with robot pilot.
People surrounded both of these putt-putt holes to try their luck. The course ranged over all types of businesses, and inside and outside. Each was just one hole but unique.
Oh yes, another little surprise was hidden in some stores – ice cubes.
Not just ordinary ice cubes, these each contained an item inside. Prizes ranged from coupons to coins. Lucky ladies shared theirs with me.
The whole event came off more as family fun than marketing.
It was both.
Kids and adults alike were laughing, picture taking, and playing a hole or two of golf. Delmar Loop became for a day more than shops and restaurants; it became a place to build memories. Kids will be asking their parents about coming back. Ladies will be planning clothes shopping visits, and dads trips to the vintage stores.
Me? I’ll be back. I’m in love with the Loop. Where else will you find Thai, Italian, and fried chicken, vintage dresses, and free trade shops all in one place. Not to mention hookah pipes and haberdasheries.
Todd Jordan is local who enjoys exploring all St. Louis has to offer. He’s a blogger, photographer, and foodie. He’ll drag you out to eat, photograph your food, and tell the world.
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So glad this opportunity came up. University City is a hopping place right now and on the upward trend.
Cheers to bringing it into the spotlight.
U City never fails to amaze me. The brilliant vibe, nightlife, and plain old fung shui of the neighborhood makes it one of my faves in St. Louis. Too bad I missed the festival. Looks like I missed out on a lot of fun!