CASE STUDY:

CHICAGO’S First Lady CRUISES

cruisechicago.com / @cflcruises

ABOUT THE Company

Explore Chicago’s iconic architecture aboard TripAdvisor’s #1 rated boat tour of the city. Chicago's First Lady Cruises (CFLC) offers Chicago's finest fleet of cruising vessels, accommodating groups ranging from 2 to 250. The only Chicago River cruise partnered with the Chicago Architecture Center (CAC), CFLC offers visitors the city’s most engaging architectural tour experience. Highly trained and enthusiastic volunteer CAC docents (guides) provide visitors with a compelling and detailed narrative of Chicago's numerous architectural styles, and the stories of the legendary figures who designed and built our city. This relaxing 90-minute tour features both indoor and outdoor seating, a full-service bar and snack bar, and is consistently named by locals and visitors alike as the best way to see Chicago. In addition, CFLC is one of the most unique Chicago private party locations for special events, outdoor wedding ceremonies and receptions, networking events, private corporate events, birthday party cruises, chartered Chicago boat tours and much more. Whether you choose to cruise on the Chicago River, Lake Michigan or both, we promise your event will be an experience to remember.

EFFORTS

SIX4 Creative was retained by Chicago’s First Lady Cruises (CFLC) to develop in-person programming, spread awareness to increase sales, and produce thoughtful events to activate new audiences and attract media interest. Tasked with energizing weekend attendance, and further evolving CLFC’s brand image and demographic, we would work to create experiences catered to a younger and more diverse audience. It was important to CFLC and SIX4 Creative that the proposed events would support Chicago businesses and local charities, and celebrate the city’s diverse LGBTQIA+ community. To that end, we produced two standalone events: first partnering with Alderman Tom Tunney and Center on Halsted to host a flag-raising reception + river cruise to welcome Pride Month – followed by a partnership with The SoFo Tap to produce "Art On The Water" benefitting Friends of Audubon. To inspire weekend attendance, SIX4 Creative also developed, booked, and produced “Sunrise Stretch”, which featured a 45 minute morning yoga cruise led by Core Power Yoga certified instructors – followed with complimentary cold-pressed juices from Left Coast, Munchy Bar granola bars, and water from hellowater. Our team was on-site during all CFLC events to capture original photography and video, while coordinating sponsor drop-offs, handling guest experience, and guiding timing for hosts, instructors, and/or attendees.

RESULTS

As as result of our efforts, both “Art On The Water" and the flag-raising reception were well attended – not only by supporters of our local partners, but also prominent leaders in the city’s LGBTQIA+ space, and first time visitors to Chicago’s First Lady Cruises. In addition to working with Chicago-based Left Coast, Munchy Bar, and hellowater for “Sunrise Stretch”, we were thrilled to have the additional support and participation of local partners Wood Chicago, Festive Frog, Entertaining Company, and Paris312. For the "Art On The Water" benefit cruise, The SoFo Tap featured a gallery of local artists from their "Featured Artist Program", which showcases the exhibitions of queer Chicago artists for two month residencies at the Andersonville bar. The event was hosted by local Chicago drag artist, Sofanda Booze, DJ’ed by drag artist Lucy Stoole, and attended by over 60 guests. As a result, each of the four artists made a sale, totaling just over $1000 raised for Friends of Audubon. Due to the success of our first “Sunrise Stretch” yoga cruise, we extended the event into a series – adding five additional weekends that evolved into an annual event beginning early spring through the end of summer. Each event produced by SIX4 Creative helped attract a new intended audience for Chicago’s First Lady Cruises, garnering local coverage, and extending brand reach that increased tour attendance and revenue for the city’s most iconic river cruise.