Tourism director: app-based 'Revolutionary Pours' campaign drove big spikes in downloads and visits

Ashley Comeau, Livingston County’s tourism director, told the Board of Supervisors on July 8 that the county’s summer campaign, “Revolutionary Pours,” used the Visit LivCo phone app as the primary platform and produced immediate, measurable results.

“App Downloads surged by over 560%, jumping from a weekly baseline of 28 up to 185,” Comeau said, and she reported active weekly users rose by 310% while page views increased by 917% during the campaign’s opening week. Comeau attributed the growth to a gamified, in‑app passport that rewards multi‑stop visits to breweries and distilleries on the LivCo Libation Loop.

Comeau described the campaign’s incentives: a free pint glass after three check‑ins and a custom trail t‑shirt after six stops, both available only through the app. She said the strategy is designed both to boost local spending at restaurants and retailers and to create long‑term, physical marketing assets—the glasses and shirts customers keep or wear outside the county.

Comeau also cited third‑party foot‑traffic data: targeted advertising ahead of July 3 helped grow peak day visitation by roughly 6% year over year, which she said equated to about 88,600 physical visitors on that day per Placer.ai data. She framed the campaign as a tool to convert occasional visitors into recurring audiences for county events by using push notifications and in‑app messaging.

Looking ahead, Comeau said the department will extend the gamified approach to a family‑focused event on Aug. 22 at Al Lorenz Park—dubbed the LivCo Family Festival—which will use an in‑app scavenger hunt and family‑oriented prizes to drive downloads among parents and local families. The county will distribute event maps, schedules and scavenger‑hunt mechanics exclusively inside the app to reduce paper waste and encourage adoption.

Comeau told supervisors the campaign’s initial ROI is “long‑tail”: app users can be recontacted for future events at no recurring advertising cost, allowing the county to promote autumn and winter activities directly to devices of people who previously engaged with LivCo.