Veyo Pool Resort

Our Goal

Goal 1: Brand Awareness and Engagement: Develop and execute an influencer marketing strategy that increased brand awareness, engagement, and content creation alongside a consistent organic social media content plan. Success would be measured by the number of influencer partners, quality of content generated, and channel performance.

Goal 2: Increase Sales and Reservations: Drive reservations, Canyon Access Pass sales, and VIP Text Club signups through influencer partnerships. Performance would be tracked through site traffic growth, new VIP Text Club signups, and overall bookings for the 2024 season.

The Solution

Kellen McAvoy, Inc. designed and executed a comprehensive influencer marketing program for Veyo's 2024 season, spanning strategy development, partner sourcing, contract management, content coordination, BOGO offer setup, and results reporting. The work also included organic social media content creation and a giveaway program to amplify reach beyond the influencer program itself.

Influencer Marketing Strategy: Built the full campaign strategy, defining target influencer profiles, content guidelines, photography and caption do's and don'ts, deliverable expectations, and FTC compliance requirements. The strategy focused on local Utah creators: moms, family and lifestyle accounts, foodie influencers, and experience-focused content creators who spoke directly to Veyo's ideal guest.

Partner Sourcing and Coordination: Identified, pitched, and negotiated with 24 influencer partners for the summer 2024 season. Managed all logistics including reservation coordination, W9 processing, content collection, and payment processing. Partners produced 32 feed posts and 266 Stories, covering every aspect of the Veyo experience including camping, crawdad catching, swimming, rock climbing, guest house tours, the Lava Grill, and pickleball.

BOGO Offer Setup and Tracking: Assisted with the setup and tracking of a BOGO Canyon Access Pass offer tied to VIP Text Club signups, creating a direct, measurable link between influencer activity and ticket revenue. The offer drove 696 new VIP signups, representing 25% of the entire season's new subscriber total. Of those, 130 BOGO offers were redeemed, generating an estimated $6,240 in additional Canyon Access Pass revenue based on average family group size.

Organic Content and Giveaways: Managed ongoing organic social media content creation and strategy alongside the influencer program. Coordinated giveaway campaigns to increase followers, engagement, and Google reviews. Launched and managed Veyo's TikTok account, building an early audience through repurposed content. Also assisted with promoted posts to extend reach on key content.

Content as an Advertising Asset: Secured usage rights to influencer content throughout the campaign, enabling repurposing of top-performing videos and imagery in paid social advertising on Facebook and Instagram to extend reach beyond each creator's organic audience.

The Results

The 2024 influencer program delivered measurable impact across awareness, audience growth, site traffic, and revenue.

Video Reach: Influencer content generated 3,368,514 total video views and 144,106 engagements. Excluding the standout SLC Foodie post, the average video generated 38,847 views. Eleven of the 24 partners individually hit over 20,000 views on their content. One video alone generated 2.2 million views.

Follower Growth: Instagram followers grew 178% in seven months, rising from 3,828 to 10,647. Facebook grew 13% over the same period.

Site Traffic: Total site visitors from March 1 through September 30, 2024 reached 79,511, with 11% coming directly from organic social. During the peak influencer push period (July 26 through September 30), total site traffic increased 154% year over year. Organic social traffic specifically grew 18.7% year over year.

VIP Text Club Growth: Total new VIP Text Club signups reached 2,832 for the 2024 season, an 80% increase over 2022 and a 17% increase over 2023. The influencer BOGO offer alone accounted for 696 of those signups, or 25% of the full season total.

Revenue and Occupancy: Resort revenue increased 20.6% year over year. Occupancy rose 18.27% and reservations increased 4% year over year. Overall site sales increased 73% compared to the prior year period.

Authentic Testimonials: Partner content generated dozens of organic guest endorsements, with influencers describing Veyo as "literally what a kid's summer dreams are made of," "the perfect mini staycation in Southern Utah," and "a hidden oasis just 20 minutes outside of St. George," language that reflected genuine guest delight rather than scripted promotion.