Park&Co

How we helped transform DBG from an exclusive park for horticulture buffs to a fun, family-friendly entertainment venue.

Phoenix's Desert Botanical Garden is like no other place in the world. A living carnival of color and texture, it features Yucca filifera, Danaus plexippus, even the rare Eremalche rotundifolium. What the Garden didn't have when they approached us was a reputation as one of the most unique experiences in the Valley. Why wasn't it more of a must-see for both visitors and residents? Clearly, this flower needed more light.

The dominant public perception was that DBG was primarily a place where botanists in bifocals communed with cacti, prickly pear and other pointed stuff. We quickly set about uprooting that myth. Billboards, print ads and collateral were created to showcase the fun, colorful variety of plants, animals and experiences to be had. Close-ups of blooming flowers and bawdy butterflies were coupled with lighthearted headlines to shake up the Garden's dry, scientific image.

With the same provocative approach, we placed a heavy emphasis on the unique variety of DBG seasonal events in order to supply people with fresh reasons to visit. Pumpkin festivals, agave parties, Dia de los Muertos celebrations and Christmas luminaria nights make the Garden a completely different experience throughout the entire year, and anything but a garden-variety venue.

Just one year later, our work was bearing fruit. The perception of the Desert Botanical Garden blossomed from an exclusive park for horticulture buffs into a family-friendly entertainment venue for visitors, and a seasonal tradition for residents. Proof that even in the desert, the right kind of exposure can yield incredible bounty.

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