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Backstage event marketing

client case study

Odessa Arts
First Friday ODTX 

Partnering to Launch and Grow First Friday ODTX

Why This Story Matters

First Friday ODTX reflects the power of combining strategy and creativity to build something lasting for the community. This project illustrates how Backstage Event Marketing helps bring big ideas to life and creates momentum that communities can carry forward.

The Partnership

Backstage Event Marketing entered a retainer relationship with Odessa Arts based on a trusted, long-standing professional connection from previous work together at Wagner Noël Performing Arts Center. When Odessa Arts sought to create a new monthly event series to activate the downtown district, they reached out for support in coordinating and marketing what would become First Friday ODTX.

About the Client

Odessa Arts is a nonprofit that has served the West Texas community since 1978. Originally formed as the Odessa Cultural Council, the organization has evolved over the decades, becoming a vital hub for the visual, performing, and literary arts. With over 400 members and a robust cultural tourism grant program, Odessa Arts invests in projects that drive community engagement and tourism through the power of the arts.

The Challenge

Odessa Arts needed to successfully launch First Friday ODTX, a new community event, with clear objectives:
  • Recruit 20 or more local businesses to participate
  • Incorporate artists and creatives into the event
  • Draw public attention and generate buzz around downtown Odessa
They wanted an initiative that was collaborative, community-focused, and sustainable long-term.

The Strategy

Backstage Event Marketing used its signature Full Scope of Marketing Live Event package and designed a tailored strategy to launch the program. Key actions included:
  • Collaborated with Odessa Arts and Downtown Odessa to identify early participants and actively recruited additional businesses
  • Helped businesses ideate ways to participate and encouraged partnerships with local artists
  • Developed all marketing assets including branded social media graphics, press releases, and event copy
  • Coordinated with a web designer to create an interactive First Friday ODTX trail map
  • Implemented email marketing strategy and Meta advertising to reach new audiences

 This strategy focused on grassroots engagement, creative empowerment, and consistency in branding and outreach.

Impact and What’s Next

Through this partnership, Odessa Arts has successfully launched a city-wide event that brings together art, business, and community. The organization is now more deeply connected to its downtown stakeholders and has built a framework for sustainable, recurring events that strengthen the cultural fabric of Odessa.
Backstage Event Marketing continues to support First Friday ODTX as it grows in reach and reputation, with upcoming goals focused on improving the onboarding experience for participating businesses and developing new promotional opportunities.



Execution and Highlights

In its first year, First Friday ODTX launched with nearly 20 stops. Today, the event regularly features more than 30 participating businesses each month.

We also secured a partnership with NewsWest9, who now brings their weather vehicle on site for live broadcasts, providing valuable visibility and credibility to the event.

Monthly attendance averages between 200 and 300 people, with peak events reaching up to 500 attendees.

Client Feedback

The client has expressed enthusiasm for the results and is committed to continued growth. Odessa Arts is especially focused on improving business onboarding and helping local businesses feel empowered to take initiative in their participation.


“First Friday has become a staple for my family and I to come downtown to enjoy. We enjoy seeing the new stores, visiting the old stores, and just having a good time—from the OC Green Space to the silent disco, there’s a lot of fun to be had.”

 — Chance, Odessa resident

Project Highlights

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