Lucky Dog Fashion Show
The Arneson River Theatre is the heart of the St. Patrick’s River Parade experience. It is where guests gather for stage entertainment, performances, and some of the liveliest moments of parade weekend. In years past, the time between performances was filled with simple crowd games to keep audiences engaged, similar to what you might see during timeouts at a basketball game. These breaks were fifteen minutes long, and I saw an opportunity to elevate them into events within the event.
I began enhancing these time blocks by transforming basic games into full mini-activations. Instead of small trivia or traditional filler games, I introduced larger family-style games like Price is Right with real prizes donated by local partners, such as hotel stays and restaurant vouchers. This created more excitement, gave partner brands meaningful visibility, and turned audience engagement into a memorable experience for both guests and sponsors.
During a recent industry conference, I learned about the rapid growth of pet-centered events and the emotional draw they bring. I immediately saw potential for St. Patrick’s weekend, especially because Sunday has historically been our quietest day. Most parade activity takes place on Saturday, leaving minimal foot traffic on the river the following day. I wanted to change that and create a reason for people to return.
This inspired the Lucky Dog Fashion Show, an evolution of an old “Lucky Dog Parade” concept that had never reached its full potential. We partnered with a local dog-friendly pub as our sponsor, which helped spread the word and build excitement in the weeks leading up to the event. The result exceeded every expectation. More than fifteen dogs participated in the fashion show, and the Arneson River Theatre filled with guests who came solely for this activation. The energy was joyful, heartwarming, and incredibly community centered.
Seeing the theatre packed on what used to be our slowest day affirmed how powerful thoughtful programming can be. The Lucky Dog Fashion Show brought families, dog lovers, and visitors together in a new way and completely reshaped my understanding of how strategic enhancements can transform an event footprint. The idea worked, and it brought new life to St. Patrick’s weekend.
