World Food and Music Festival | The Greater Des Moines Partnership
For the last four years, I have elevated the World Food and Music Festival from a blank canvas - white signage - to a brightly designed and consistently vibrant space. Directing this new look was a joy during my first year with The Greater Des Moines Partnership. Through the use of a modular theme and introducing a new primary color and fresh illustrations each year, I have promoted attendance repeatable growth year after year.
From the 2024 - 2025 season, we measured a 11% attendance increase with 90,000 attendees over the 3 day festival. This is up from 55,000 in 2022, when this design was debuted. During the 2025 season, the festival also received 45,766 unique website users. We also measured 4.5 million digital ad impressions, and 438,043 impressions on paid social media ads. Each year also averages 325 individual signage items being printed, 338 in 2025. From creative ideation and design to sending items to print, all of this work is well worth it on Friday afternoon, when I get to watch this event bring joy to our audiences faces.