Introduction: What is the ‘Glow at the Gardens’?
Glowing is an annual, nighttime event that opens the Denver Botanic Gardens to visitors who want to walk through the Garden after dark on a guided tour. The all-ages event features live music and interactive, educational activities. This year, Glow at the Gardens will be held on Saturday, November 15 from 6-10 p.m. The 2016 Glow is made possible by special funding from the Community Foundation of Northern Colorado and in partnership with the Denver Botanic Gardens Foundation, Inc.
The glow has been an event since 1993. The Denver Botanic Gardens introduced Glow at the Gardens as a way to engage families with nature and art after dark. The event has been recorded as a success by visitors and visitors who want to become year-round supporters of the Denver Botanic Gardens Development Board (DBGD) .
The DBGD is a 501 (c)(3) nonprofit organization that supports Denver Botanic Gardens through fundraising and scholarships, with financial support also coming from the Denver Botanic Gardens Foundation, Inc. The DBGD Board of Trustees is made up of a diverse group of business people, nonprofit directors and community leaders. Support for the glow depends on attendance, events and donations. Event proceeds help fund downtown beautification projects and programs at the gardens .
The glowing event is free, with no charge for those on the guided tour. The DBGD does ask that guests dress comfortably and are planning to stay for the full hour (6-10 p.m.). Glow guides promise to be entertaining and informative. All ages are welcome to attend.
How the ‘Glow at the Garden’ Lights Up Boulder to a Million-Upset over New Lights
There are only two major cities in the world that I know of (outside of New Zealand) where people will pay to experience a light show, in large numbers, at night. The two cities are: 1.) New York City, which is the most famous; and 2.) Denver. And it is here in Colorado’s capital city where nearly a million people visit the Denver Botanic Gardens every year for ‘GLOW AT THE GARDENS’. And this will happen on Saturday night (Nov. 15) from 6-10 p.m. when this all-ages event features live music and interactive activities. The Denver Botanic Gardens is located at 1007 York Street on the west side of downtown Denver. You can get more information by calling 303-975-GARDENS (4337).
And, to add to the allure of this event, ‘GLOW AT THE GARDENS’ features a variety of animatronic figures illuminated by more than 6,000 lights and lasers that surround the park for up to four hours with a light and sound show that visitors will say is “magical and mesmerizing.
Some ‘GLOW AT THE GARDENS’ participants will be dressed up as characters from the movie “The Wizard, The Sorcerer of Oz”(plus others from around the world). And at different times during the evening approximately 20 motorized figures will appear throughout the park that include children and toddlers, a cow, a big-foot-lookalike, an elk and a black panther.
What are these Lighting Designs and Who is involved?
The lighting system, which was about to be installed was different from the classic design the Gardens had used for the last 45 years. This new design “consisted of a completely new look and new fixtures that [were] dramatically different than what was before.” The new lights were going to cost between $800,000-$1 million and they were going to be paid for by Chris Rogers (the Gardens’ executive director) and Nancy Ryan (the Gardens’ chief operating officer). And so, as I researched a bit more about the new lights, I learned that these two homeowners’ association-managers, who own the Botanic Gardens, “created an special lighting design that would result in over $1 million in additional revenue for the gardens.” This was all being done to “improve the Garden’s landscaping and lighting. [The new lights would] result in much more revenue ($1 million in additional revenue to be exact, the Gardens’ development could not afford the project without this extra money).
It was about a year later that I started to learn more about the lighting design and who was involved. While it may seem that Rogers and Ryan were merely behind-the-scenes financial managers, they also had a very large degree of involvement in the design side of things. In fact, Nancy Ryan even helped choose which type of lights were going to be installed. She chose how the lights should be placed and even “helped design the look of the Garden’s new lighting.” And so, while Rogers and Ryan were in charge of all the financial aspects of this project, they also had a very large degree of involvement which was something I was not expecting to learn at all.
What Does This Mean for Your Business?
This is a “huge deal” and this “is what hotels do: They create a lobby and then they want to show you how nice the room is, or they want to show you the pool, or they want to show you the beach. And that’s what we’re doing here in Denver. We’re not selling anything, but we know our audience knows that this place is spectacular. And so we are taking advantage of our millions of viewers. And I’m going to tell you, if we can make our $800,000-$1 million investment in these lights, your company can spend a little bit of money and upgrade your lobby.”
“We believe in the power of design. We use it to influence what people do, and how they feel, and how they act.”
“80 percent of business is personal. It’s relationship based. It doesn’t matter what you sell or who you are, it’s who you know that makes a difference.”
“[If you provide a quality product or service], then yes, market share will come your way. If you’re a great service provider that is what will come your way”. “But for these companies, the art of doing business … all the sales people, all their time, all their energy and investment in marketing will be for naught.”