A new integrated approach was implemented to rejuvenate the festival’s appeal and impact focusing on three key areas: greater charitable impact, improved visitor and exhibitor experience and partner engagement.

Examples of this were acknowledging that families have different interests, so the event was restructured to create distinct areas to reach different audiences including: AdventureFest, CarFest, FoodFest, KidsFest, RetroFest, SpaFest and StarFest, this also allowed for targeted marketing each audience.

New interactive elements were introduced to the show that appealed to both visitors and partners and the charitable giving model was revamped resulting in greater impact, improved experience and more funds raised.