Ford Holiday Boat Caroling
Ford Holiday Boat Caroling is one of the most beloved traditions on the River Walk, and it is an event I am proud to fully spearhead. Historically, tickets were released in July, and the event operated for more than twenty nights throughout December. It involved three rounds of seven boats each evening, which created a strong revenue stream but placed considerable strain on the team. With the event running every night leading up to Christmas, it often meant the staff spent most of the month on the river with very little time to enjoy their own holiday season. It also created a challenging back-to-back schedule, especially since the Day of the Dead River Parade and the Ford Holiday River Parade take place just weeks before.
I saw an opportunity to improve the experience for both the team and the guests. The price had not increased in years, even as demand grew. I proposed a thoughtful price increase that would maintain accessibility while allowing us to reduce the number of nights required to operate the event. I also recommended moving the ticket launch to April. This timing gave the team space to breathe after major spring events and allowed us to begin planning earlier in the year with more clarity and alignment.
From an operations standpoint, the biggest challenge was at check in. Although tickets were sold in time blocks, seven separate groups would arrive expecting to board simultaneously. With only three boats able to load at a time, guests often experienced long waits and understandable frustration. To solve this, I collaborated with our driver and operations manager to restructure the ticketing system. We shifted from selling seven boats at once to selling them in multiple smaller rounds of three boats. This change created a steady flow at check in, eliminated bottlenecking, reduced confusion, and significantly improved the guest experience.
The result has been a win for everyone. Guests now have shorter wait times and a more enjoyable boarding process. The team is only out on the river from December 12 to December 23, which protects work-life balance and supports sustainability during our busiest season. And the financial goals of the event are still met through strategic pricing and efficient scheduling.
Holiday Boat Caroling continues to be a cherished experience for visitors and locals, and these improvements have made it even more joyful, intentional, and manageable for everyone involved.
