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Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Coaster Cruisin' IPA

Entered in Hospitality & Travel


With the launch of Belmont Park’s first beer, Coaster Cruisin’ IPA, the goal was to create awareness of not only our iconic Giant Dipper Rollercoaster and beachside amusement park but also the importance of Belmont's community engagement within San Diego. Belmont Park's mission is to spread fun, built on the foundation of compassion and giving back. We aim to create meaningful connections, spark acts of kindness, and facilitate opportunities for positive change within San Diego. Not only did we create an incredible-looking, and tasting beer, but we helped raise awareness and played a role in shedding light on the issue of providing homes for dogs in need. Through our efforts, we've been able to spotlight the importance of adopting animals who are still seeking their forever families.

We partnered with local brewery, Second Chance, and The Paws of San Diego to bring this deliciously crispy brew to our amusement park guests. Since opening in 2015, Second Chance Beer Company has donated over $257,000 to dog rescues and the communities we serve.

The social campaign promoting the launch of Coaster Cruisin’ was designed to engage, inspire, and encourage our attendants to give back to the local community, while also having fun! Our ultimate goal being to successfully launch via social media to promote the Coaster Cruisin IPA with a day-long event at our beachfront concert venue, Beach House, featuring dog adoptions, local vendors, live music, delicious food, and of course, ice-cold beer by the beach.

Strategy and Execution

In order to bring Coaster Cruisin' to life, we took our followers on an authentic journey of the creation and ideation of our beer from start to finish. We showcased Belmont Park’s presence and willingness to serve within the local San Diego community, while also being genuine, transparent, and FUN! The process from ideation to execution was a 3-month long journey that we brought all of our followers along with.

Our videographer and photographer accompanied the Belmont Park team to Second Chance Brewery on multiple trips to capture unique and engaging story-style video and photo content of the creation of our beer. From the pouring of the actual HOPS itself to the canning, packing, and labeling of the beer. We started by launching our first Instagram reel, which was a behind-the-scenes event that captured the spirit of the Belmont and the Second Chance team during the brewing process. We then curated eye-catching graphics and engaging captions to highlight the unique flavor profile of this IPA as well as the important work being done by the local dog adoption charity.

When promoting the giveback event, the launch party itself, members of our marketing team recruited dogs to execute a full-scale photo shoot, incorporating our unique beachfront venue, Beach House, which sits alongside our amusement park. We strategically rolled out these photos on both our Belmont Park and Beach House socials, drawing in thousands of impressions due to our adorable dogs, charming copy, and impacting messaging.

Our partnership with a local brewery allowed us to create a beer that not only represents Belmont Park but also the San Diego craft beer scene. We also recognized that the packaging played a crucial role in the success of Coaster Cruisin’ IPA. Our graphic design team curated our beautiful can, bringing this brew to life. The design had to be eye-catching and reflect the fun and vibrant atmosphere of Belmont Park, as well as our oceanfront venue, Beach House. It was important for us to create a design that would be easily recognizable and equally memorable.

Key features for this event were the social graphics, the videography taking you behind the scenes of the process, as well as the hype reel posted pre-launch party. Our hype reel was created during our promotional photoshoot, which ultimately brought this event to life. It includes the pups, as well as our employees, and the beer. Our variety of assets of promotional content created for the campaign rendered to be easily shareable, with the dogs at Belmont Park being stars of the show.

Along the way, one of the challenges we ran into was an incredibly short turnaround time for the ideation, planning, and launch of our event. This event required collaboration and promotion across all 5 of Belmont Park's Instagram channels, all being catered to and delivered in a specific manner to each respective audience (@draftsandiego, @cannonballsd, @escapologysd, @beachhousesd, @belmontparksd). We knew that this event was fun for all ages, and we successfully navigated a short promotional timeline, and several different brand voices to bring in the right audience both digitally, and in-person to the event.

For the launch party itself, we had our videographer capture all aspects of the event; from the tastings, local vendors, and of course, content of the dogs finding their forever home.


We successfully launched our new beer with a strategic social media campaign complete with physical and digital promotional materials, high-res photos + videos, and physical activations.
Coaster Cruisin garnered over 56,000 organic social media impressions across Belmont Park's Instagram and Facebook channels. This was due to the fact Coaster Cruisin' IPA content captured was engaging, easily shareable, and included several aspects of animal giveback, as well as attracting those loyal to the San Diego craft beer scene. Our copy remained engaging and inviting to the public, while also highlighting the importance of our cause to give back.

Coaster Cruising physically has had an impressive start here at Belmont Park, generating $73,013 in revenue within the first four months of its launch earlier this year.

In addition to beer tastings, the event also featured a dog adoption booth, where attendees could meet and potentially adopt furry friends. Candid user-generated content was also a highlight of the event, with attendees sharing photos of themselves enjoying beers and bonding with their new furry companions! We created a fun and interactive atmosphere for attendees to enjoy the beer, adopt a furry friend, and learn more about the local charities. The event attracted over 4,300 attendees.

By sharing posts about the beer launch and its charitable partners, we hope to create a sense of community and connection among our followers while also increasing awareness about the important work being done by Second Chance and the Paws of San Diego.


Video for Coaster Cruisin' IPA

Entrant Company / Organization Name

Belmont Park Entertainment


Entry Credits