Northwest Tune-Up 2025

At the 2025 Northwest Tune-Up—a three-day bike, music, and community festival in Bellingham, WA—I led a multi-disciplinary media effort that combined real-time content creation, social media execution, influencer collaboration, and community outreach. My work helped shape how thousands experienced the festival both online and on the ground, while amplifying reach across all major digital channels.

🎯 Key Outcomes

  • 655,925 total video views across campaign content

  • 12,010 content interactions — a 100% increase YoY

  • 157,880 total reach and 1,787 new followers

  • Daily content peaks of 60K+ views, with record Instagram engagement during festival week

🛠 My Role Included:

  • Leading the media team: Directed on-site content capture and oversaw editing of five high-quality videos published during the festival, each tailored for social performance and storytelling impact

  • Collaborating with sponsors & athletes: Built and executed content around key brand moments—from Shimano athlete rides to Transition Bikes skills clinics—to drive visibility and on-the-ground participation

  • Managing volunteer creators: Recruited and organized all volunteer video and photo contributors, assigned coverage areas, and reviewed assets for quality and brand alignment

  • Running social channels: Scheduled and posted 100+ pieces of content to Instagram and Facebook, delivering a real-time digital pulse of the event

  • Press & community engagement: Authored and distributed press releases, submitted listings to regional event calendars, and promoted the festival through targeted posts on Reddit

  • Influencer coordination: Supported the recruitment and management of 20+ micro and mid-tier creators, generating 150K+ organic impressions with no paid spend

  • Maintaining brand voice: Ensured all content reflected Tune-Up’s signature style—laid-back and creative, but clear and actionable

This role required high-speed execution, strategic content thinking, and boots-on-the-ground coordination—balancing creative storytelling with performance-driven results to help grow Northwest Tune-Up’s digital footprint and community impact.


Northwest Tune-Up 2025

At the 2025 Northwest Tune-Up—a three-day bike, music, and community festival in Bellingham, WA—I led a multi-disciplinary media effort that combined real-time content creation, social media execution, influencer collaboration, and community outreach. My work helped shape how thousands experienced the festival both online and on the ground, while amplifying reach across all major digital channels.

🎯 Key Outcomes

  • 655,925 total video views across campaign content

  • 12,010 content interactions — a 100% increase YoY

  • 157,880 total reach and 1,787 new followers

  • Daily content peaks of 60K+ views, with record Instagram engagement during festival week

🛠 My Role Included:

  • Leading the media team: Directed on-site content capture and oversaw editing of five high-quality videos published during the festival, each tailored for social performance and storytelling impact

  • Collaborating with sponsors & athletes: Built and executed content around key brand moments—from Shimano athlete rides to Transition Bikes skills clinics—to drive visibility and on-the-ground participation

  • Managing volunteer creators: Recruited and organized all volunteer video and photo contributors, assigned coverage areas, and reviewed assets for quality and brand alignment

  • Running social channels: Scheduled and posted 100+ pieces of content to Instagram and Facebook, delivering a real-time digital pulse of the event

  • Press & community engagement: Authored and distributed press releases, submitted listings to regional event calendars, and promoted the festival through targeted posts on Reddit

  • Influencer coordination: Supported the recruitment and management of 20+ micro and mid-tier creators, generating 150K+ organic impressions with no paid spend

  • Maintaining brand voice: Ensured all content reflected Tune-Up’s signature style—laid-back and creative, but clear and actionable

This role required high-speed execution, strategic content thinking, and boots-on-the-ground coordination—balancing creative storytelling with performance-driven results to help grow Northwest Tune-Up’s digital footprint and community impact.

PARTNERED CONTENT HIGHLIGHTS:

PARTNERED CONTENT HIGHLIGHTS: