The Return on Investment of Creative Event Risk-Taking: Case Studies from Bold Brands

In an increasingly saturated agri-tourism and entertainment market, the biggest risk isn’t doing something bold, it’s blending in. While it may feel safer to stick with traditional marketing and programming, the brands that truly stand out (and cash in) are the ones willing to take calculated creative risks.

At AMG, we’ve seen firsthand how out-of-the-box thinking drives outsized returns. Below, we break down the why, how, and most importantly, the ROI, of creative risk-taking, with examples that might just inspire your next big move.

Why Creative Risks Matter More Than Ever

Consumer expectations have shifted. Today’s visitors, whether families, couples, or Gen Z content-seekers, are looking for shareable, story-driven, sensory-rich experiences. That means “nice” is no longer enough. What’s needed is unexpected.

Creative risk-taking opens the door to:

• Differentiation in a crowded market

• Buzz-worthy content and earned media

• Expanded audiences and revenue streams

But this doesn’t mean being reckless, it means being intentional with your boldness.

Case Study 1: Outhouse Orchard’s Great Kite Show, Turning Play Into Profit

Guided by our recommendation, Outhouse Orchard introduced Westchester's Great Kite Show to their season, a bold and unexpected move that paid off. Partnering with Westchester’s that brought in kites the size of houses, Outhouse Orchard created a jaw-dropping spectacle. The result was an unforgettable day where families felt they were part of the magic in the sky.

The risk: Investing resources into outside talent instead of traditional draws

The reward:

• Significant social buzz (photo ops fueling free marketing)

• Increased dwell time from self-serve play = higher food & concession sales

• Turn an off-peak season weekend into peak season crowds. 

Over 45% lift in attendance vs. prior year weekend! Attracts a new crowd that hasn’t visited the farm before! Creates an annual signature event at the farm that can become a tradition for families. 

Case Study 2: Argos Farm’s Jacks and Lights Trail, Extending the Day into Night

Argos Farm decided to expand its fall programming by adding a nighttime light trail called Jacks and Lights. This bold move not only extended operating hours but also transformed the farm into an all-day, all-evening destination. Guests could enjoy traditional fall fun during the day, then return for an immersive, glowing pumpkin experience after dark.

The risk: Investment costs in creating the show, lighting, staffing, and safety measures

The reward:

• Expanded audience base, especially teens, couples, and young adults seeking evening entertainment

• Higher per-capita spending (guests purchase food and drinks at a much greater rate during evening events)

• Increased repeat visitation, with families returning both day and night

Light trails are a fast-growing seasonal attraction in agritourism and beyond. Holiday light shows at zoos and botanical gardens often generate 30–50% of their annual attendance from these nighttime programs. By investing in a light trail, Argos Farm transformed itself into a destination for after-dark experiences, extending beyond being just a daytime farm.

The Takeaway: Strategic Boldness Drives Growth

Creative risks that work are rarely random. The most successful ones:

• Reflect the brand’s identity

• Have a clear “why” and audience fit

• Leverage storytelling and surprise

• Create buzz and increase perceived value

For agri-tourism and entertainment brands, the question shouldn’t be, “Can we afford to take a creative risk?” It should be: “Can we afford not to?”

Ready to Get Bold?

AMG helps businesses like yours identify high-impact creative strategies rooted in data, brand alignment, and audience insight. Let’s talk about how to turn your next big idea into measurable growth.

Interested in partnering with AMG? Explore how we can help your business achieve record-breaking growth.