Featured Project
Bentonville Summit
The ask: convince 150 cyclists from around the world that Bentonville, Arkansas is a can't-miss cycling destination — then give them an experience they'd never forget.
Over four days, guests from around the globe rode more than 300 miles of curated gravel routes, shared chef-prepared meals, toured Crystal Bridges Museum of American Art, and experienced dozens of thoughtful details woven throughout the program — from a custom-brewed beer designed to match the Summit jersey to illustrated maps, global ride leaders, athlete appearances, and dynamic digital signage showcasing guest-generated content in real time.
The result: a +96 Net Promoter Score and recognition from the founder and CMO as our "best Summit ever." It was destination marketing, community building, and brand immersion — all in one event. Check out Rapha's 2022 recap.
Special Touches
Custom Beer
I partnered with local brewery Ozark Beer to brew a custom, seasonal beer to match the burgundy Summit jersey every guest received at check-in.
UGC Signage
Digital signage displayed guest-generated content from their registration form and realtime photography from local photographers.
Athletes in Attendance
Ultra endurance athlete Lael Wilcox and local ambassador Scotti Lechuga joined to delight guests and drive engagement on social media.
Global Ride Leaders
To facilitate a safe and best-in-class experience in the saddle, we recruited beloved ride leaders from RCC global chapters.
Illustrated Map
We contracted a local illustrator to design a cycling-focused map of Bentonville — with commentary from our local team.
Themed Collateral
I designed thoughtful event signage and centerpieces featuring RCC chapter icons that corresponded to the guests' global chapters.
Photography: Cameron Frazier and Jared Hall