The timing was perfect: the 150th anniversary of the Civil War. The location ideal for historic tourism: Manassas, VA, the site of the Battle of Bull Run. The draw was a once-in-lifetime experience: a two-day historic reenactment plus 40 interactive events all commemorating the “moment that changed America.”
However, despite an integrated on- and offline marketing program that seemed assured to saturate the market, initial sales volume was not meeting expectations. Factors impacting event ticket sales included the rising cost of gas and a trend among travelers towards a longer trip-planning process.