Halloween 2024 on Calgary’s iconic 17th Ave was more than just spooky—it was a showcase of innovation and community spirit. Through a unique partnership between Driftscape and the 17th Ave Business Improvement Area (BIA), the event transformed a traditional trick-or-treat experience into an interactive, technology-powered adventure. Families, visitors, and local businesses all benefited, with foot traffic and sales soaring to record levels. Here’s how this exciting collaboration brought Halloween magic to life and delivered real results for the community.
The Challenge
While 17th Ave is a hub of activity year-round, the BIA faced challenges with their visitors often staying close to familiar areas, leaving hidden gems undiscovered. Local businesses struggled to attract and engage new customers, missing out on potential revenue during one of the busiest weekends of the year. Additionally, some businesses were hesitant about adopting new technology, fearing it might not deliver a strong return on investment. These barriers called for an innovative solution to unite the community and drive meaningful results.
The Driftscape Solution
Driftscape powered the interactive Trick-or-Treat Trail, providing attendees with an easy-to-use app that mapped out participating businesses and guided them through the entire district. Building on this foundation, the 17th Ave BIA enhanced the experience with a series of family-friendly activities in the main square. Visitors enjoyed Halloween movies, themed photo booths, costumed performers, and delicious offerings from local food trucks. This seamless blend of technology and in-person festivities created a Halloween celebration like no other, drawing families and visitors from across Calgary.
Outstanding Results
The results of the 17th Ave Halloween Trick-or-Treat Trail exceeded expectations, showcasing the power of combining digital tools with community events.
Unprecedented Engagement: The tour garnered an average of 34,000 app views, far exceeding the anticipated 1,500 views.
Surging Foot Traffic: Foot traffic sensors recorded a staggering jump from 27,000 to 56,000 daily visitors during the Halloween weekend.
Sales Growth: Many businesses reported a 50% increase in sales, with first-time customers discovering their stores through the event.
Enhanced Visitor Experience: Attendees praised the app’s ease of use, which made navigating the event and exploring 17th Ave’s offerings simple and fun.
Empowering Local Businesses
Driftscape and 17th Ave BIA worked closely with local businesses to ensure they could fully embrace the event. Through two hands-on training sessions, businesses gained confidence in using the app and promoting it to their customers. The enthusiasm generated by these sessions even attracted additional businesses to join the Trick-or-Treat Trail, creating a snowball effect of participation. Strategic promotions, including social media campaigns, newsletters, and Eventbrite listings, ensured widespread awareness, drawing thousands of visitors eager to explore what 17th Ave had to offer.
The success of the event inspired businesses to rethink how technology could support their goals moving forward.
Lessons Learned and Looking Ahead
The 17th Ave Trick-or-Treat Trail offered invaluable lessons that will inform future campaigns:
Simplicity Drives Success: The app’s user-friendly design made it easy for both businesses and visitors to engage with the event.
Training Boosts Confidence: In-person support eliminated barriers to adoption, ensuring businesses were ready to shine.
Promotion is Key: Effective marketing channels like newsletters and social media drove attendance and app engagement.
Building on the success of the Halloween event, 17th Ave plans to leverage Driftscape for future campaigns, including themed itineraries, seasonal celebrations, and monthly guides featuring 17th Ave’s diverse businesses. These efforts will continue to enhance visitor experiences, drive local economic growth, and position 17th Ave as a must-visit destination for unique, app-powered events.
A Blueprint for Community Success
The collaboration between 17th Ave BIA and Driftscape is a shining example of how technology can transform community events. By seamlessly blending digital innovation with local traditions, they created a Halloween celebration that delighted visitors, boosted business sales, and strengthened community ties.
Whether you’re a local business association or a community leader, Driftscape can help you achieve your goals. Contact us today for a demo and discover how our platform can empower your community, engage visitors, and create unforgettable experiences year-round.
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