Pickathon

Live Music Festival · Portland, OR
2024

Led marketing strategy, campaign execution, content, partnerships, press, sponsor storytelling, and community engagement for Pickathon and related live music properties under Sarah Jo Mason Consulting.

Joined 2 months before the 2024 festival while attendance was pacing 50% below 2019 benchmarks, then helped drive the campaign to near-full recovery with 19,296 tickets sold and a 227% average daily sales increase vs. 2019.

Orchestrated a multi-channel marketing push across print, digital, OOH, radio, social, email, and PR, generating 39.5M combined social reach and 15.7M+ combined paid reach.

Grew Instagram reach +236% and Facebook reach +432% season-over-season.

Achieved a 45% email open rate across 35 campaign sends.

Secured and managed media partnerships and press coverage across Rolling Stone, Stereogum, BrooklynVegan, Oregon Live, Willamette Week, and 30+ additional outlets.

Managed sponsor integrations for Toyota, Bulleit, Camp Poler, and Earthwell, delivering 30K–51K impressions per partner across social and email.

Led neighborhood teasers, lineup reveals, volunteer coordination, glamping sellout campaigns, artist announcements, attendee guides, and day-of festival communications.

Translated a complex festival ecosystem into clear audience-facing stories across music, camping, food, wellness, art, literature, comedy, and community.