Nations Cup™ USA
Web Design for Olympic-Qualifying
International Horse Show
Client Overview:
Recently an Orange County Graphic Design Firm was brought on to promote the Longines FEI Jumping Nations Cup™ USA, equestrian sport’s oldest and most prestigious team challenge, with national teams from around the globe competing for one of the most coveted prizes in this Olympic discipline. The Longines FEI Jumping Nations Cup™ is a ten-event series and May 2023 was the first time this event had ever been held on the west coast. Hosting the event locally in San Juan Capistrano was a historic first and an honor for California and the client, Blenheim EquiSports, the host of the premier horse jumping event.
The client urgently needed an online presence for their quickly approaching event in order to attract visitors, sponsors, vendors, and attendees. The client already had two websites created by a previous designer in WordPress, ThePlacetoJump.com and TheRidingPark.com. The client’s hope was that the event website to be similar in style to their other website, while also adhering to the brand guide of the event organizers, the FEI.
Solazzo Designs was brought on by the Orange County design firm to create a website specifically for the horse show because of their web design expertise and previous relationship working with Blenheim EquiSports. Because of the size of the event and the quick timeline, Solazzo Designs collaborated on the project with the local graphic design firm as well as local PR agencies and the client’s event planning team. The collaborative effort from experts in each specialty was both necessary and extremely successful.
Objectives:
Create a visually captivating WordPress website for the Longines FEI Jumping Nations Cup™ USA, enabling the client to promote the event effectively and provide a seamless experience for visitors.
Maintain the style of the client’s previous websites while adhering to the strict brand guidelines provided, including colors, fonts, and visual design.
Facilitate attendees in purchasing General Admission tickets and VIP experiences online to enjoy the event and celebrate as a community.
Allow sponsors to view all sponsor information, including a sponsor packet, easily online.
Collaborate with the graphic design firm to develop various marketing materials, including sponsor downloads, venue maps, visitor forms, and more to be included on the website.
Collaborate with local PR and social media firms to ensure that the digital marketing correlated to the web design and that local media was aware of and excited for the event.
Make ongoing updates to the website to reflect new sponsors, vendors, and event information as it was being updated in real-time.
Ensure that all event information was accurate and updated frequently to assist in a seamless successful event.
Challenges:
Limited time frame: The web designer faced the challenge of developing a fully functional website and marketing materials within a tight deadline to ensure they could be launched before the horse show.
Incorporating multiple functionalities: The website needed to offer various features, such as ticket purchasing options, sponsor downloads, visitor forms, and seamless social media integration.
Continuous updates: As the event progressed, new sponsors, vendors, and event information would need to be added and updated on the website.
Collaborating with multiple firms with experts in varying fields all working towards the success of the event.
Process:
In order to ensure a successful event in such a short time frame, all members of the newly formed event team, including Solazzo Designs, the graphic design team, the PR team, the social media team, the event planning team, and the client held weekly meetings for the three months leading up to the event. These client meetings allowed for consistent updates, a collaboration of ideas, and a better understanding of the clients needs and goals.
Solazzo Designs began by meticulously planning the website's structure, layout, and features. Understanding the importance of a visually appealing design, they focused on creating an attractive and user-friendly interface. Since the client’s two previous websites were created in WordPress using a Divi child theme and the clients would like accessibly across all websites, Solazzo Designs set up the Nation’s Cup evet website using the Divi theme as well. Leveraging our expertise in WordPress development, we ensured that the website was responsive, optimized for search engines, and showcased the Nation’s Cup unique offerings. The website’s layout was designed to facilitate easy navigation for visitors and provide essential information about the event to all potential visitors from experienced horse jumpers a well versed in the rules and regulations of the event to the local community who were looking for a unique local experience and had many questions about the event.
It was integral that the website provide a way for attendees to view ticket packages and purchase their choices online. Ticket options ranged from general admission in the grandstands and free access to the Vendor Village to VIP reserved sponsor tables, high-top tables, semi-private group cabanas, and private field suites. To streamline the ticket purchasing process, we integrated a secure and user-friendly ticketing system into the website for General Admission tickets. Visitors could easily browse available ticket options and make secure online payments. This seamless integration provided a hassle-free experience for attendees, contributing to increased ticket sales.
The client had been using several WordPress plugins on their two additional websites. Using these same plug-ins, Solazzo designs designed and implemented several online forms on the Nation’s Cup website, including a Media Credential form for interested media to attend the event, a Vendor form for interested Vendors to apply to the event’s Vendor Village, a Volunteer form for interest community members to volunteer at the event, as well as Sponsor Interest form. These forms facilitated communication with interested parties and streamlined several processes for the event planning team.
Promotion of the event to the local community was crucial for the success of the event. Local PR teams assisted in curating articles and media buzz surrounding the upcoming horse show. Solazzo Designs collaborated with the PR teams to ensure that all news articles were added to the website and social media on an ongoing basis.
Recognizing the need for a comprehensive marketing strategy, Solazzo Designs collaborated with the local Graphic Design firm to develop captivating promotional materials and implement them online. Working closely with the firm and the client, we created a visually stunning sponsor deck download that included information about the client, the venue, the event, the client’s local market, and all available sponsor opportunities. Matched with breathtaking photography from the client’s professional photographer specializing in horse photography, the Sponsor Deck aided in client’s the sponsorship acquisition process.
View some sample slides from the Sponsor Deck, below.
We also assisted the graphic design and PR firms in creating several social media posts and advertising banners that were materials crafted to align with the horse show's branding and effectively communicated the event's key details to potential attendees and sponsors.
Due to the dynamic nature of the horse show and the consistent inflow of new event information leading up to the Nation’s Cup, we committed to providing continuous support and updates leading up to and during the event. We established a system to promptly update new sponsors, vendors, and event information on the website. By maintaining open communication with the client and team, we ensured that the website was always up-to-date, reflecting the latest developments in order to promote the event effectively.
Results:
Enhanced Online Presence: The collaboration between the client, the event team, the firms, and Solazzo Designs resulted in a visually captivating website and compelling marketing materials that effectively promoted the upcoming event as a historic first on the West Coast and a must-attend event. This enhanced online presence significantly increased the event's visibility and attracted a larger audience.
Improved User Experience: The well-structured website, coupled with a seamless ticket purchasing system, provided visitors with a user-friendly experience. The intuitive navigation and accessible information helped attendees easily find the desired details and facilitated smooth interaction with the event.
Increased Ticket Sales: The integration of an efficient ticketing system, combined with a visually appealing website, contributed to a surge in ticket sales. The user-friendly interface and secure payment options instilled confidence in potential attendees, resulting in a higher conversion rate. The client has originally allotted for one grandstand of 300 people, but due to high demand, two additional grandstands were added. The client hosted 4,000 people during the three-day event, and on Sunday, May 14, every single grandstand ticket, semi-private cabana, and VIP table were sold out.
Satisfied Client: The web designer's commitment to ongoing updates and prompt support ensured that the horse show organizers were always equipped with the latest information. The continuous collaboration helped build a strong working relationship, and the organizers expressed satisfaction with the seamless execution of the project.
Conclusion:
The event was a success! Every ticket sold out on Sunday. The sponsors, vendors, VIP attendees, Olympic-level horse jumpers and their teams, staff, and volunteers all sang high praises for what a beautiful event the team was able to pull off in such a short time. It truly was a collaborative effort between the event planning team, the Horse Show staff onsite, the graphic design and PR teams, and Solazzo Designs to provide such a beautiful event in southern California.
By creating a visually captivating WordPress website and collaborating with a graphic design firm to develop compelling marketing materials, we were able to successfully help the Longines FEI Jumping Nations Cup™ USA establish a strong online presence. The team's continued updates ensured that the website remained current and provided visitors with all of the necessary information about the horse show.
The integrated ticketing system, coupled with ongoing updates and support, further enhanced the event's promotion and provided an exceptional user experience for attendees. The client was thrilled with the results and the success of the event.
This case study exemplifies how Solazzo Designs can effectively meet a client's needs, even under tight deadlines, and contribute significantly to the success of a project.
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