Waterin’ Hole at NWTF Annual Convention

Event Planning • Marketing • Partnership Activation

This is a case study of taking a conference space and turning it into a social hub for thousands of people — and making it profitable. When the National Wild Turkey Federation event planners decided to move the convention registration area in closer proximity to the sport show, it left a large, wide-open space outside the ballroom that houses the event’s general sessions and concerts. The Waterin’ Hole was my brainchild to create an area for networking, drinks and live entertainment. Complete with tractor seat stools, barn wood backdrops and neon signs of our sponsors, this temporary saloon became a fixture of the entire show. The Waterin’ Hole generated $130,000 in sponsorship revenue in its first year.