For years, Bluewater thrived in the corporate events industry. However, a recurring challenge loomed over our business: the Q3 slump. Every third quarter, we experienced a noticeable dip in revenue, coinciding with a peak in the entertainment event market. We saw an opportunity to explore B2C entertainment projects as a way to counterbalance this seasonal downturn. Yet, the idea came with significant risks.
Could we allocate resources for a six-week endeavor with no guaranteed returns? Would it impact our core business profitability? The uncertainty held us back—until an unexpected event changed everything.
The pandemic brought the corporate events industry to a halt, leaving our inventory and resources idle. With projects on pause, we faced a critical decision: wait for business to resume or pivot in a bold new direction? Instead of staying stagnant, we saw this as an opportunity to innovate.
Introducing Glenlore Trails
From this challenge, Glenlore Trails was born—an immersive, illuminated night walk through the forest. This was more than just an event; it was an entirely new way to engage audiences through interactive visuals, enchanting lighting, and layered storytelling. What started as an experiment quickly gained traction.
Glenlore Trails exceeded all expectations. The event sold out for months, drawing enthusiastic crowds and glowing community feedback. What began as a seasonal experiment evolved into a permanent fixture, leading to the creation of a new business unit within Bluewater.
Not only did Glenlore Trails solve our Q3 slump, but it also unlocked new opportunities for expansion. Today, we continue to push creative boundaries, extending trails, enhancing experiences, and solidifying our place in the entertainment landscape. This journey reinforced our belief that challenges, when met with innovation, can lead to remarkable transformations.
