How Media and Influencer Partnerships Increased Glen Ray’s Corn Maze Revenue by 15% Amidst Various Challenges
Glen Ray’s Corn Maze is a fall attraction in Utah County. Offering family-friendly experiences and the nighttime Field of Fright, Glen Ray’s relies on a short operating season in which awareness and attendance must peak quickly.
In the 2025 season, the goal was to increase visibility, drive ticket sales, and position Glen Ray’s as a must-visit fall destination. Despite unpredictable weather, strong market competition, and limited promotional windows, the campaign was a success.
Client Background
Research
XL PR conducted informal research to build the campaign strategy. The previous year’s coverage was reviewed. The client’s past partnerships with influencers were analyzed for high conversion and positive partnership agreements. Qualitative review of audience behaviors around fall activities, local events, and influencer-driven decision-making was also researched.
Planning
Traditional media remained effective for credibility, awareness, and reach. Influencer content, especially from trusted local creators and community-based groups, was a powerful driver of word-of-mouth momentum. The growing role of peer-to-peer recommendations via social media drove the recommendation for local, high-reach influencers with strong advocacy audiences. These findings shaped a dual strategy prioritizing both earned media and influencer partnerships.
The strategy distinguished between:
Organizational goals: Drive ticket sales and group attendance for both the corn maze and Field of Fright.
Communication goals: Increase visibility, credibility, and social proof through earned media and authentic storytelling.
Target audiences included:
Families seeking fall activities
Young adults and college-age visitors interested in Field of Fright
Local businesses and organizations for group outings
Community-focused and lifestyle influencers with engaged local followings
Implementation
In execution, media relations built targeted media and sponsorship lists, including local outlets, journalists, and regional businesses. The team started out with 1-2 proactive pitch angles. However, with weather-related closures and hyperlocal circumstances that reached national proportions, the team quickly had to pivot to be seen before the end of season deadline. 2-3 more reactive pitch angles were developed to secure a mix of features, mentions, event listings, broadcast segments, and social coverage.
Influencer relations started with research and a vetted list of over 100 local influencers. Sixty influencers were pitched, resulting in a 65% conversion rate of partnerships secured. The XL PR and Glen Ray’s team delivered unique promo codes to influencers and facilitated visits to the corn maze and Field of Fright. As creators and group visits occurred, influencer content was tracked for measurement.
Execution for both services remained flexible throughout the season, allowing XL PR to capitalize on timely moments, community interest, and unexpected opportunities.
Example of a influencer post by @heydanidavis
Results
The campaign exceeded expectations across both earned media and influencer performance, demonstrating strong alignment between communication outcomes and business results.
Media Relations Results
11 earned coverage placements, including:
7 feature stories (4+ broadcast opportunities)
Event listings, mentions, and social amplification
Consistent visibility throughout the season, reinforcing Glen Ray’s as a top local fall destination.
Influencer Relations Results
39 influencer partnerships activated
26 static posts and 100+ Instagram stories
181 promo code redemptions from 15 influencers
Average of 4.6 redemptions per influencer
Top performers generated up to 90 ticket redemptions individually
Group influencer visits created significant organic reach and in-person attendance
Business Impact Results
15% increase in revenue overall (after a deficit due to weather mid-season)
The results confirmed influencer relations as a high-impact, high-ROI channel for Glen Ray’s, complementing traditional media coverage and directly contributing to ticket sales and foot traffic. Evaluation insights will inform future seasons, with influencer partnerships positioned as a core growth driver moving forward.