Formed in 1970, Christopher Street West Association, Inc. (CSW) is a non-profit organization within the Greater Los Angeles area, committed to the goals of human rights, education, outreach and better understanding within the LBGTQ+ as well as the broader community. One of CSW’s primary activities is the annual LA PRIDE Celebration. The LA PRIDE celebration is different from other parades. LA Pride leaders sought to create an experience in line with major music festivals like Coachella, Electric Daisy Carnival, Bonnaroo and others. The organization reached out to Punch to develop a website to promote the festival, drive ticket sales, and provide a digital experience similar to what users expect from other destination festivals. We continue our work with LA Pride to this day.
Website design and marketing materials for the LA Pride Festival, in Los Angeles, CA
We began by researching music festivals across the nation to set a baseline for audience expectations. We worked with LA PRIDE organizers and local vendors to solidify the tone of voice and visual identity. Once the brand was established, we began architecting the digital experience. We mapped user journeys on both desktop and mobile devices, streamlining the ticket purchase conversion. We created an interactive artists section with imagery and bio information. What’s more, we built a dynamic performance schedule that connected the dots between artists’ performance times and location and date information. Because a majority of traffic comes from mobile phones, we placed extra emphasis on ensuring a simple, and optimized mobile browsing experience. To amplify the experience, we integrated a custom Spotify playlist to give visitors a sample of the featured artists’ music.
Scope of Work
- Website design & development
- Event branding
- Ongoing hosting and support
The new website resulted in a large increase in online ticket sales. During the festival weekend, the site received almost 400K page views, a substantial increase over previous years. The new site successfully accomplished the goal of expanding the festival’s reach, driving ticket sales and positioning the LA PRIDE festival as a premier destination music festival.
”During the festival weekend, the LA Pride website received almost 400K page views, a substantial increase over previous years.