Work > Surly Masher

In the spring of 2017, Full Cycle asked us to confer with them. As a non-profit organization serving youth experiencing homelessness, they are constantly looking for new revenue to support their mission. One of those streams includes various fundraising events. Unfortunately, their summer fundraiser didn't generate enough revenue to cover the growing expense sheet. And their winter fundraiser had become more trouble than it was worth.

As ‘winter ride’ ideas were bandied about, it occurred to us that a destination event might be easier to pull off – especially in winter. It also occurred to us that a long-awaited collaboration between Surly Bikes and Surly Brewing seemed overdue. Luckily a Surly Bikes employee overheard us, liked our ideas, and put us in contact with his brand manager. So we firmed up a working sponsor packet, emboldened ourselves, and pitched the idea. Long story short, our gambit worked and both Surly brands signed on.

We immediately began transforming an idea into reality. This included naming the event and developing a visual brand identity that everybody could agree upon before applying them to needed marketing materials. We’re also deeply involved in the planning and management of tasks, people, and timelines required to create and promote the experience – from marketing activation through teardown and beyond.

The Surly Masher is scheduled to take place on February 11, 2018, so the actual results are still unknown; however, all indications point to success. Surly Bikes and Surly Brewing have proven to be eager and engaged partners. Our digital marketing numbers continue to grow. Email response rates are strong. Initial costs for things like products and apparel were quickly recovered by online holiday sales. And media buzz around the collaboration is getting louder and louder.