Fraser, CO Oktoberfest: Big Payoff, More Beer for Locals

Fraser, Colorado is a mountain town of roughly 1,302 locals. Most often populated by visitors, Fraser is a place where people from all over the country come to cross-country ski, snowshoe, hike and more.

When the pandemic shut down much of the country, Fraser’s outdoor appeal remained a big driver of regional tourism. The consistent flow of visitors into the area was a novel concept during a time when much of the country was unsafe for travel. The wide open spaces of this mountain town perfectly positioned a little place in Colorado for a big splash.

Initial Plans

Fraser originally came to Bandwango to launch a Savings Pass, but when they heard about the platform’s capacity for event tracking, they decided to use it to pivot their annual Mural Festival. The Annual Mountain Mural Festival traditionally featured local artists, but due to COVID-19 restrictions, Fraser had to get creative about holding the event.

Together, the Fraser and Bandwango teams crafted a check-in pass that guided festival attendees through the 20+ murals in the area as artists painted them over the course of a weekend. That initiative was a success, driving 443 sign-ups and 3,538 check-ins on the mobile passport. It also proved that Fraser was still attracting visitors. More than 301 visitors who signed up for the pass were out of the immediate county vicinity.

Partners Ask for Help

After the Mural Walk, Fraser River Beer Company came to the Economic Development Office to ask for assistance promoting an Oktoberfest event they wanted to hold. They knew they’d have to work around COVID-19 regulations and weren’t sure how to make it work. Leaning on the Economic Development Office for support, they asked if the office could help out – either by promoting the event or helping to plan it.

“I immediately thought of Bandwango and offered the platform as a solution,” Sarah Wieck, Marketing and Economic Development Manager for the Town of Fraser said. “In my head it was the lynchpin that held everything together.”

In the end, the event brought together five different breweries from Fraser, Colorado and the neighboring town of Winter Park.

• Fraser River Beer Company
• The Peak
• Hideaway Park Brewery
• Camber Brewing Company
• Big Trout Brewing

Each of the breweries hosted events on-site, from pumpkin pie eating contests to live music.

The mobile passport cost $25, and all passholders who purchased were guaranteed a tasting flight upon arrival. Plus, passholders who visited all 5 breweries won a pint glass!

Not only did the breweries have an easy time using the mobile passport to redeem tasting flights, they also reported a huge uptick in overall sales, as did the surrounding businesses.

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Campaigns and X-Factors

“I think the pass was so successful because people were ready to get out and do things, and they wanted to find something to do that was social, but also safe,” Wieck Said. “The weather was also beautiful that weekend. The leaves were changing, and it just felt like perfect timing.

Part of the success was due to an advertising campaign Fraser organized the week before the event. Timing was tight because the passport was ready for purchase on September 10, but the event was scheduled for September 18 – 20.

In the end, Fraser launched a $250 ad campaign that comprised three segments.

1. Focused on Colorado

2. Including target markets outside of the state with an interest in beer

3. Boosted event page detailing the Oktoberfest fun

“I just spent a week trying to get everyone in Colorado and locally to see the ad,” Wieck said. “The results far outpaced what I had anticipated.”

• 362 passes sold
• 1,691 redemptions
• An average redemption rate of 4.63 locations
• $5,073 paid out to merchants