CINXE.COM

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We’re sharing key takeaways from popular sessions — on topics like safely returning to in-person events, the future of virtual, and best practices for growing your audience — on our blog and our RECONVENE Recaps hub. Before the pandemic, the Lincoln Park Zoo in Chicago hosted more than 50 events a year. Admission to the zoo is free, so events — like summer wine nights — were crucial for revenue. 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</section> </div> </nav> </div> </header>  <div class="read-progress-container hidden" id="progressContainer"> <div class="read-progress-container__bar" id="readProgressBar"></div> </div>  <div class="container breadcrumb--dark pl-md-0"> <ul class="breadcrumb"><li><a href="https://www.eventbrite.com/">Eventbrite</a></li><span class="separator">   </span><li><a href="https://www.eventbrite.com/organizer/">Organizer</a></li><span class="separator">   </span><li><a href="https://www.eventbrite.com/blog/">Home</a></li><span class="separator">   </span><li><span class="last">How Chicago’s Lincoln Park Zoo Built an International Audience for Virtual Events</span></li></ul></div> <div class="article-hero container hero--tips-green"> <div class="row align-items-center"> <div class="col-lg-10 order-12 order-lg-1 article-hero__details"> <a href="https://www.eventbrite.com/blog/category/event-marketing/" class="badge badge--tips-green">Event Marketing</a> <div class="read-time color-primary"> </div> <h1 class="header header-4 color-primary"> How Chicago’s Lincoln Park Zoo Built an International Audience for Virtual Events </h1> <div class="date color-primary"> <a href="https://www.eventbrite.com/blog/author/angela-haupt/" class="color-primary"> by Angela Haupt </a> <span class="dot"></span> <span>Aug 10 2021</span> </div> <a href="https://www.eventbrite.com/blog/event-type/corporate-event/" class="tag tag--popular mb-2">Corporate event</a><a href="https://www.eventbrite.com/blog/segment/nonprofit/" class="tag tag--popular mb-2">Nonprofit</a><a href="https://www.eventbrite.com/blog/event-format/online-event/" class="tag tag--popular mb-2">Online event</a><a href="https://www.eventbrite.com/blog/segment/professional-services/" class="tag tag--popular mb-2">Professional services</a> </div> <div class="col-lg-10 order-1 order-lg-12 img-center"> <img alt="Lincoln Park Zoo, Victoria Luisi, Marketing Tools for Growth" class="img-fluid" width="768" height="349" src="https://www.eventbrite.com/blog/wp-content/uploads/2021/08/7289_Blog-Post-copy-6-768x349.png" /> </div> </div> </div> <main id="post-single" class="legacy-post read-progress-article" role="main" aria-label="Content"> <div class="container"> <div class="row"> <!DOCTYPE html PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN" "http://www.w3.org/TR/REC-html40/loose.dtd"> <html><body><p><i>Eventbrite hosted the <a href="https://www.eventbrite.com/reconvene/">RECONVENE</a> summit in May 2021, bringing together thousands of event producers. We’re sharing key takeaways from popular sessions — on topics like safely returning to in-person events, the future of virtual, and best practices for growing your audience — on our blog and our <a href="https://www.eventbrite.com/blog/asset/reconvene-recaps/">RECONVENE Recaps hub</a></i>.</p> <p><span style="font-weight: 400;">Before the pandemic, the</span><a href="https://www.eventbrite.com/o/lincoln-park-zoo-30477922420"> <span style="font-weight: 400;">Lincoln Park Zoo</span></a><span style="font-weight: 400;"> in Chicago hosted more than 50 events a year. Admission to the zoo is free, so events — like summer wine nights — were crucial for revenue.</span></p> <p><span style="font-weight: 400;">After quickly pivoting to virtual, Victoria Luisi, the zoo’s marketing coordinator, realized there was a benefit to online events that the zoo needed to maximize. It had become easier than ever to drop the audience into the animal’s habitat, like the penguin cove. In real life, there were capacity limitations, and the penguins might have hid from their visitors. That didn’t happen virtually – plus, the zoo could send a survey immediately after an event and get fast feedback. “We solved a problem we didn’t know we had,” she said.</span></p> <p><span style="font-weight: 400;">During Eventbrite’s</span><a href="https://www.eventbrite.com/reconvene/"> <span style="font-weight: 400;">RECONVENE summit</span></a><span style="font-weight: 400;">, Luisi shared tips on marketing for growth, with a focus on virtual events. Here are four takeaways for event creators.</span></p> <p><strong>Watch Victoria Luisi’s full talk below: </strong></p> <p><iframe title="Marketing Tools for Growth" width="500" height="281" src="https://www.youtube.com/embed/WDJKHn5tG6A?list=PLQZ3lb89nPv6XyzgdqBjkmygWaEzhTbe-" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen loading="lazy"></iframe></p> <h2><b>Think of virtual events as a sandbox of opportunity</b></h2> <p><span style="font-weight: 400;">Pre-pandemic, what ideas did you have to toss out due to cost, capacity, or labor restrictions? Try them now in a virtual setting, as an add-on to in-person events.</span></p> <p><span style="font-weight: 400;">The zoo sees virtual events as a low-pressure way to try new things and figure out what works with the different audiences it has cultivated over the past year. It’s also a way to test out new event partners. “Virtual is now our playground to try things we would have never been able to try before,” Luisi said. </span><br> [cta id=”237847″]</p> <h2><b>Experiment with Facebook Lives as a tie-in to bigger events</b></h2> <p><span style="font-weight: 400;">When Luisi’s team wondered if people would be interested in virtual events with the zoo’s snakes, they decided to host a Facebook Live featuring the reptiles. Then, based on the reception from those who tuned in, they created another virtual event for the reptile lovers in the audience. Post-pandemic, it will be important to continue prioritizing frequent visibility on social channels, Luisi said.</span></p> <h2><b>Utilize digital tools to track and analyze data</b></h2> <p><span style="font-weight: 400;">Using the</span><a href="https://www.eventbrite.com/boost/"> <span style="font-weight: 400;">Eventbrite Boost</span></a><span style="font-weight: 400;"> marketing platform for the zoo’s paid social ads “completely changed the game on how we create and evaluate our ads and their performance,” Luisi said. It’s an easy way to see all campaign performance in one digestible place. Luisi particularly liked that Eventbrite Boost made it easy to bounce between different platforms and databases, which helped save time.</span></p> <p><span style="font-weight: 400;">Luisi then got more granular with Google Analytics, using a free custom URL builder that made it easy to see where people were coming from.</span></p> <h2><b>Adopt a hybrid event model to cater to new, broader audiences</b></h2> <p><span style="font-weight: 400;">Lincoln Park Zoo is getting ready to host its popular</span><a href="https://www.eventbrite.com/e/adults-night-out-tickets-151986948053"> <span style="font-weight: 400;">Adults’ Night OUT event</span></a><span style="font-weight: 400;">, which will be held in-person with capacity restrictions. It will be paired with a virtual event – which allows the zoo to connect with both its local Chicago audience and the international audience it tapped into during the pandemic via organic social traffic.</span></p> <p><span style="font-weight: 400;">“Now we reach an international audience we would have never dreamed of reaching before,” Luisi said. “Don’t forget about that new wide audience you cultivated this past year. They’ll still need to be in the loop.”</span></p> </body></html> <div class="essb_break_scroll"></div> </div> </div> </main> <div class="container"> <div class="row"> <div class="col-md-20 archive-cta justify-content-md-between"> <div> <h4 class="archive-cta__title"> Grow your audience and expand your reach </h4>    <a role="button" href="//eventbrite.com/create" class="button button__core color_grey-000-text text-nowrap mb-2 "> Start here <img loading="lazy" class="icon inline" width="10" height="10" alt="Arrow" src="https://www.eventbrite.com/blog/wp-content/themes/eventbrite-blockbase/assets/icons/right-arrow-white.svg"> </a> </div> <div class="archive-cta__img"> <img class="img-fluid" loading="lazy" src="https://www.eventbrite.com/blog/wp-content/uploads/2021/08/SP-working-06_Blog-Header-1.png" alt="cta image"> </div> </div> </div></div> <div class="container"> <div class="feedback-social-wrapper"> <div class="feedback-container"> <div> <div class="helpful-block-content wth-theme-thumbs" data-title=""> <ul> <li><span class="wth-title">WAS THIS ARTICLE HELPFUL?</span></li> <li><a data-post="17428" data-post-url="https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/" data-post-title="How Chicago’s Lincoln Park Zoo Built an International Audience for Virtual Events" data-response="1" href="#" class="wth-green-btn icon-thumbs-o-up icon1-thumbs-o-up"></a><a data-response="0" data-post="17428" data-post-url="https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/" data-post-title="How Chicago’s Lincoln Park Zoo Built an International Audience for Virtual Events" href="#" class="wth-red-btn icon-thumbs-o-down icon1-thumbs-o-down"></a></li> </ul> </div> </div> <div class="social-sharing-block"> <h4 class="display display-6 color_grey-900-text">SPREAD THE WORD</h4> <div class="essb_links essb_counter_modern_right essb_displayed_shortcode essb_share essb_template_copy-retina essb_781698704 print-no" id="essb_displayed_shortcode_781698704" data-essb-postid="17428" data-essb-position="shortcode" data-essb-button-style="icon" data-essb-template="copy-retina" data-essb-counter-pos="right" data-essb-url="https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/" data-essb-twitter-url="https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/" data-essb-instance="781698704"><ul class="essb_links_list essb_force_hide_name essb_force_hide"><li class="essb_item essb_link_facebook nolightbox"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/&t=How+Chicago%E2%80%99s+Lincoln+Park+Zoo+Built+an+International+Audience+for+Virtual+Events" title="" onclick="essb.window('https://www.facebook.com/sharer/sharer.php?u=https://www.eventbrite.com/blog/reconvene-recaps-lincoln-park-zoo/&t=How+Chicago%E2%80%99s+Lincoln+Park+Zoo+Built+an+International+Audience+for+Virtual+Events','facebook','781698704'); 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