Coronado Flower Show
Crowds bloom for centennial festival
The Coronado Flower Show is identified as the “largest tented flower show in the U.S.” and is the City of Coronado’s longest standing tradition. The two-day weekend showcase attracts thousands of “plant-curious” community members from across San Diego County to enjoy floral designs and plant exhibits from master gardeners to amateur enthusiasts.
The Coronado Flower Show is well-known on “The Island,” but it didn’t have much brand presence or awareness outside of their city limits. The event organizers and committee were an all-volunteer group, and our challenge was to provide the best support and strategy with the information and resources available. 2022 was the first year the group hired a PR firm to amplify the family-friendly event.
The Scatena Daniels team built trust with the client and developed the key messages, media outreach content, and provided media training to selected spokespersons. We secured and coordinated interviews featuring trusted ambassadors, representing event leadership, longtime exhibitors, and volunteers. This resulted in unprecedented earned media exposure for the festival, reaching new audiences who attended the show for the very first time. Final tally of ticket sales showed an 88% increase over their expected attendance numbers.