Seattle venues achieve 98% annual revenue target by mid-year

The Challenge

As the events business rebounded after the pandemic, the team at the Space Needle and Chihuly Garden and Glass faced a new reality. The rush of rescheduled events that filled 2022 and 2023 was behind them, and by 2024 the question became how to keep demand steady in a more predictable market. Sustaining a reliable pipeline of corporate meetings and association events was now the priority. 

Seattle’s competitive landscape added pressure. With many venues courting the same planners, reputation alone was no longer enough. The team needed a clear strategy to get in front of decision-makers consistently and keep both venues top of mind when events were being booked. 

The Solution

The strategy centered on reaching the right audiences across multiple touchpoints. Multiview and the events team built a layered approach that consistently kept the venues in front of planners, including programmatic advertising, paid social (LinkedIn) and association media. Campaigns were built around personas—industries and job titles most likely to influence event planning decisions. This created brand awareness at scale while still producing measurable conversions. 

Visual heavy ads featuring the venues’ iconic architecture and art installations were designed to stand out in crowded feeds, while messaging spoke directly to planners looking for distinctive event spaces. Together, the mix created a cohesive digital presence that elevated both venues in front of the audiences that mattered most. 

Multiview understands our audience and our goals. They've been more than a vendor; they've been a strategic partner in growing our events business. 

— Kathy Gerke, VP of Sales & Events

The Results

The impact exceeded industry benchmarks across the board. Programmatic advertising alone achieved engagement rates roughly double the industry standard. On social, LinkedIn quickly proved to be the right platform for B2B visibility, with clickthrough rates three to four times higher than industry standards. Beyond clicks, the campaigns attracted new followers to the venues’ LinkedIn pages, extending their organic reach and keeping them visible to audiences long after the paid campaigns ended. 

Together, these digital efforts fueled clear business results. By June, the events team had already achieved 98% of their annual revenue goal and were on pace to surpass prior records. For venues as iconic as the Space Needle and Chihuly Garden and Glass, the challenge was never about appeal — it was about visibility in the right places. By partnering with Multiview and embracing digital-first strategies, they not only rebounded from industry-wide challenges and created a record-breaking year for the venues.