The Uncoastal Social at Luxury Lane

HBA: Home Builders Association of Greater Des Moines

Category: Membership

Location: Johnston, IA

Size: Local Association: 601+ members

Year: 2022

The Uncoastal Social at Luxury Lane was created to be a “can’t miss” community event in Des Moines, getting community and state leaders together. The HBA event was held in conjunction with the largest event of the year, HomeShowExpo, which attracts between 10 to 15 thousand attendees each year. Attendees were greeted by a valet parking service and custom cocktails. The evening included custom rolled cigars, drinks, high end hors d’oeuvres, and ended with $25k worth of custom raffle prizes.

The Uncoastal Social was year one of the HBA’s attempt to create a can’t miss event and was created to draw non-members. Tickets for the event were limited to 500 and people were scrambling to get them the days preceding the event. It also was a way to get influential civic leaders to encourage follow up ticket sales due to the “buzz” generated. The HBA sold sponsorships totaling almost $60,000 and had custom costumer interactions and raffle prizes in each of the nine homes in the show worth a minimum value of $1,000 each. The association also worked with two local influencers who assisted in marketing prior and after the event. The event made an impact in the social circles of Des Moines and everyone spent the month of July talking about housing.