Our biggest challenge with the Royal Gorge Route Railroad was to take an outdated system and modernize it with a new brand voice and working features. Before we were brought in, their brand was lacking a voice that could connect with their readers. But even with the minimal content and branding, it was the ticketing platform that proved to be the biggest issue. Their old ticketing function had a lot of drop off and would lose conversion resulting in lower ticket sales. On top of all that, this challenge was presented during the middle of a pandemic, so we had to find a way to launch an effective strategy that also created a sense of safety with tourism during this time.
Our first step was redesigning the webpage and injecting a brand voice into their site. By telling the story of the Royal Gorge Route Railroad, we gave new personality to their page so that people could connect and experience that same story. How did we resolve their ticketing issue? By integrating with a 3rd party called React.js which allowed us to place book now buttons without losing traffic, causing an influx of ticket sales.
The results now speak for themselves. In 2020 alone, Royal Gorge’s website and system sold 23,692 tickets for same day reservations, while 9,068 total tickets were sold at the counter.
Even during a pandemic, this new brand identity allowed them to drastically increase their tourism revenue while creating a safe environment for them to experience what Royal Gorge has to offer.
- Web Design
- Web Development
- Custom Ticket Integration w/ 3rd Party (React JS)
- WordPress Site (Customized for Full Family of Plans)
- Creative Direction
- Social Graphics
- Brand Strategy
About the Royal Gorge Route Railroad
The Royal Gorge Route Railroad, located in Canon City, Colorado, is a train route that takes you through the Grand Canyon. Their mission is to provide an exceptional experience and service along their train route. Along with their train route, the Royal Gorge Route Railroad also offers a dine-in experience as you view the sights of the Grand Canyon, and the Caboose Cafe which provides food and drink as you enter the Royal Gorge.