NORTHWEST TUNE-UP
BIKES, MUSIC, COMMUNITY
Role
Marketing manager
Touchpoints
Marketing strategy, brand development, communication direction, media buying, channel management, copywriting
Challenge
Joining the team in its second year, Northwest Tune-Up faced tight budgets and growing pains, needing strategy, messaging + execution to boost attendance without raising costs.
Solution
I expanded on the inaugural festival’s momentum with a clear strategy, unified brand voice + sharpened visuals, then led omni-channel campaigns across digital, print, OOH + more to maximize reach for a lean team.
Results
In 2023, attendance nearly doubled, setting a new milestone. Despite industry-wide declines in 2024, Northwest Tune-Up held steady—and in 2025, it broke records with 13,000+ attendees.
Northwest Tune-Up transforms Bellingham’s waterfront into the ultimate playground where world-class mountain biking, live music and craft beer collide in true PNW style. Spend your days shredding legendary singletrack, testing the latest gear, sending it on pump tracks or cruising scenic gravel routes. Whether you’re racing for glory, dialing in your skills or just riding for the fun of it, two-wheeled adventure is everywhere you turn.
When the sun dips, swap helmets for headliners and soak up a stacked lineup of artists spanning bluegrass to hip hop, bubblegrunge to synthwave, pulsing from the waterfront stage into the salty sea air. With local food, community energy and proceeds supporting nonprofits that grow outdoor recreation, this three-day celebration is more than a festival—it’s a ride-hard, rock-out, raise-a-pint kind of weekend you’ll be talking about all year.
