Preparing the Public for a Change to a Denver Tradition – Messaging a Major Change to a Classic Denver Event

Media Relations, Research-Based Messaging

Our Challenge

Civic Center Conservancy is the nonprofit supporting events and activations in Denver’s Civic Center Park. As part of the organization’s programming, they celebrate “Independence Eve,” a Denver tradition, produced in partnership with the City and County of Denver, that brings thousands of people to the park for music, food and a large fireworks display to cap off the evening.

In 2024, internal discussions led to the decision that the 2024 Independence Eve celebration would no longer include a fireworks display, instead opting for a drone show above the park. To signal a change in programming, the event was renamed “Indy Eve.”

Barefoot PR was responsible for messaging these changes, creating messaging that explained the decision to forgo fireworks, and generating positive community reaction to the new drone show. We were also asked to support the City and County of Denver with messaging for media inquiries.

Our Solution

To guide public understanding of the event changes and ensure that Civic Center Conservancy maintained its positioning as a community-centered partner, Barefoot PR implemented a proactive strategy with a strategic announcement clearly outlining the changes and focusing on the positive additions to the Indy Eve celebration. Key messages included the benefits of a drone show over fireworks, including environmental considerations, cost effectiveness and sensory considerations for attendees. We reinforced this narrative through local media interviews, spotlighting the event’s new offerings and helping audiences view the drone show as an upgrade that expanded who could participate and enjoy the celebration.

Media coverage pre- and post-event was largely positive, highlighting the impressive drone show and its benefit to the community and represented the key messages prepared by Barefoot PR.