Creative Brief

The San Antonio Stock Show & Rodeo sought to reduce reliance on outsourced parking management services and reinvest operational savings back into its mission as a 501(c)(3) benefiting youth education. To support this, the organization created a new volunteer-based community service and fundraising opportunity, encouraging local individuals and organizations to earn service hours and raise funds by serving as a “Silver Lot Parking Greeter”.

Our firm provided a suite of mixed‑media training and wayfinding materials to ensure this program launched successfully and maintained the high-quality experience expected by premium ticketholders. Deliverables included a five‑page “Silver Lot Parking Greeter” Instruction Packet, volunteer parking passes, handheld and A-frame lane signs, a parking lot banner, and an introductory YouTube video embedded on the San Antonio Stock Show & Rodeo website.

This entry deserves recognition for delivering significant operational and community value by providing efficient materials that allowed volunteers to rotate daily throughout the multi‑week event. The program successfully trained 166 volunteers who contributed 795 service hours and redirected $9,500 to local organizations. Beyond elevating the guest arrival experience, the materials also expanded service and fundraising opportunities for community groups. Our pro bono contribution created a consistent, repeatable system that will continue benefiting the San Antonio Stock Show & Rodeo for years to come.