Program: Public Lands Grand Opening

Client: Dick’s Sporting Goods

Role: Program Supervisor, Lead Producer

Duties:
Project management, creative liaising, program strategy, brief development, pitch presentation, design iteration, client relations, cross-functional team leadership, budget tracking, production planning, event management, program recaps

Summary:
In Summer of 2021, DICK’S Sporting Goods launched a new stand-alone outdoor specialty store named Public Lands.

The mission of Public Lands was to enable the community to get outside while also focusing on protecting public lands. To celebrate the opening of this new store, I was tasked with developing in-market activations that drive awareness about the new store – encouraging consumers to get outside and experience the freedom of the outdoors – while ultimately driving traffic to the store itself.

Activation Description:
Public Lands hosted 5 activations in picturesque locales – from city parks, to suburban lakes, nearby destination hikes and inside the store itself.

With the support of local partners, we encouraged attendees to experience something new, to get together and to get active in the great outdoors.
Each activity was paired with an appropriate give-back activity (like cleaning the river banks after a spending time in North Park in their kayak.)
We closed out the afternoon by treating guests to an Outset moments in the park, featuring a few acoustic songs performed live by a local artist in the intimate park settings where the activities took place, including snacks and drinks.

Local influencers also participated in each activity to capture content and help tease the influencer drops.