What needed to change?
Hell's Gate Biking Fest was not simply an event that needed an online presence. The website had a direct commercial responsibility: helping turn interest in the festival into ticket purchases and race registrations.
The event brings together competitive cyclists, recreational riders, groups and festival visitors, each with different ways of participating. That meant the website needed to make the event exciting while making the path to registration and payment straightforward.
The challenge was to combine the energy of a major outdoor sporting event with a clear digital journey that could move visitors from discovering the festival to choosing their race or package and securing their place.
What we implemented.
I designed the website around the event's two most important conversion journeys: buying access to the festival and registering for the cycling races.
The experience was built to let visitors quickly understand what the event was about, see the different race and participation options, compare packages and move directly into registration.
I also used the visual design to communicate the atmosphere of the festival — combining cycling, outdoor adventure and Hell's Gate's natural environment — so the website could create excitement before the visitor ever arrived at the event.
The result was an event-focused digital platform that combined promotion, information, package discovery and registration in one experience.
What changed.
The website became a central sales and registration channel for the festival, helping the organisers sell festival tickets and race entries online across multiple participation options.
That meant the website wasn't simply supporting the event with information it was directly connected to the commercial side of running it. The organisers were able to use the platform to sell participation, fill race categories and generate the revenue needed to run the festival.
Hell's Gate Biking Fest has reached its third consecutive annual edition, demonstrating the strength of the event model the website was built to support.
Gross Sales
Tickets Sold