BOOTS & BEERS - Benefitting Aerial Recovery
WHY WE LACED UP OUR BOOTS
Human trafficking enslaves an estimated 49.6 million people worldwide, including children sold into exploitation. After hearing the powerful testimony of Britnie Turner, founder and CEO of Aerial Recovery, our hearts were convicted to act and help raise money for this incredible organization. Aerial Recovery rescues trafficking victims and restores purpose to veterans by deploying them as highly trained special operators.
As business owners, we knew our talents could serve the cause. That’s why six members of the millionaire collective GoBundance, invited me to join them in creating Boots and Beers—a country music evening of entertainment and charity. I took the reins as Creative Lead, crafting a brand identity and event experience to inspire action and raise awareness for this urgent mission.
The Mission at Hand
1. Fill the Fundraising Bucket: Raise $30,000 through sponsorships, tickets, and apparel to finance a life-saving anti-human trafficking mission.
2. Ignite Awareness: Build a platform for Aerial Recovery to inspire and mobilize a network of changemakers.
BLENDING COWBOY BOOTS WITH CLASS
The creative challenge was twofold: align the event with Aerial Recovery’s heroic mission while carving out a distinct identity for future scalability. Boots and Beers captured the duality perfectly: a celebration of country music and camaraderie, and a call to action for funding “boots on the ground” in the fight against trafficking.
To elevate the experience, I blended rustic charm with sophistication. The visual brand reflected Texas pride with a polished, professional edge. Our messaging spoke directly to our target audience of accomplished entrepreneurs and veterans:
• Dance for freedom, Drink to Heroes, Save the Children.
• Beers in hand and boots on the ground, let’s cheers to ending child exploitation.
DESIGNING FOR IMPACT
The logo fused Western tradition with modern refinement: two stylized “B”s resembling a branding iron and cowboy boot spur, encased in a shape evocative of military dog tags. A distressed aesthetic and woodgrain textures added warmth and authenticity.
To build momentum, we released pre-registration tickets to early-bird subscribers, combining intrigue with exclusivity. Sponsor levels carried evocative names reflecting their impact:
• Watchman ($500): Table Sponsor
• Protector ($1,000): Activity Sponsor
• Guardian ($5,000): Food & Beverage Sponsor
• Overwatch ($10,000): Signage Sponsor
• Archangel ($30,000): Mission Co-Host Sponsor
Deliverables included branded shirts, hats, banners, a step-and-repeat backdrop, event badges, and signage—all woven into the event’s elevated aesthetic.
BOOTS, BEERS, & BIG WINS
1. Mission Accomplished: We raised over $40,000, surpassing our $30,000 goal to fund a full anti-human trafficking mission. The event drew 150+ attendees for an unforgettable evening of purpose and entertainment.
2. Brand Buzz: The event’s identity resonated powerfully with attendees and Aerial Recovery, paving the way for future collaborations.
LIGHTS, CAMERA, ACTION: Capturing The Mission
Lights, Camera, Action: Capturing the Mission
Collaboration was key to amplifying our message and engaging the audience visually. I teamed up with Kevin Armendarez of Kollective Marketing to produce three dynamic videos that brought the story of Boots and Beers to life. Our partnership spanned two shoots—one before the event and one during—and resulted in the following content:
1. Promo Reel: A fast-paced, compelling introduction to the event and its cause, designed for maximum social media impact. I wrote the script, strategically incorporating Aerial Recovery’s existing promotional footage and media appearances to immediately establish their credibility and sell their mission’s urgency. To personalize the message, I stepped in as the on-camera actor to announce the event details.
2. Informational Video: A deeper dive into the event’s purpose, featuring interviews with the organizing team and an emotional spotlight on Aerial Recovery’s mission. This video served as a powerful tool to connect with potential attendees and sponsors, inspiring them to take action.
3. Recap Reel: Captured during the event itself, this video celebrated the evening’s highlights, showcasing the energy, unity, and impact of the community coming together for a cause. The recap reel not only served as a keepsake for attendees but also as promotional material for future events.
Editing responsibilities were shared, with Kollective Marketing handling primary edits while I ensured brand alignment and creative direction throughout. This approach maximized efficiency and creative innovation, resulting in polished videos that perfectly complemented our event’s visual and narrative identity.
This multimedia strategy was instrumental in building momentum, connecting with our audience emotionally, and creating lasting content to support the mission beyond the event.
THE RIPPLE EFFECT
1. Rallying the Team: I unified six diverse organizers around a cohesive brand strategy, creating a vision they were eager to champion. My ability to work without a rigid scope demonstrated adaptability and creative leadership.
2. Creative Harmony: By welcoming open critique and addressing concerns, I fostered collaboration and built trust, ensuring the event’s success.
3. Beyond the Boots: This project showcased my commitment to crafting meaningful brand strategies that galvanize action and build enduring partnerships.
Boots & Beers 2024 Recap - Benefitting Aerial Recovery
Planning and executing Boots and Beers was a rewarding experience, but it also revealed key challenges that stunted our success. With a compressed timeline and the complexities of organizing a first-time event, we faced several obstacles that taught us valuable lessons for the future.
• Compressed Timeline
Starting in mid-August, we had less than four months to plan and execute, leaving little room for strategic preparation.
• Venue Delays
Securing the venue took nearly two months, delaying marketing efforts and limiting our ability to create promotional materials with confirmed details.
• Balancing Priorities
As dedicated volunteers with full-time businesses, aligning schedules and maintaining consistent momentum proved challenging.
• Last-Minute Logistics
Late sponsorship acquisitions pushed critical production deadlines, risking delays in creating signage and other essential materials.
• Setting the Stage for Success
With the brand established, resonant messaging in place, and content created, future events will benefit from early planning and strategic engagement with sponsors and attendees.
By addressing these challenges, we’ve built a stronger foundation for the next event, ensuring more time for preparation and a smoother execution process.