What’s one of the keys to understanding a brand? Experiencing it – and that’s how we ultimately achieve and exceed the results our clients are looking for at Grapevine.
The best example is what we’re bringing you this month. In this next segment of the Grapevine – All In experience, our Director of Strategic Marketing, Gabriele Harris, and our Web Developer, Jay Gordon, stepped out of the office and into the treetops at TreeUmph! Adventure Course, putting on their harnesses and helmets and gearing up to gain a whole new perspective. From helping new climbers learn the practice course to understanding the challenges of operating an outdoor business in Florida’s unique weather, they weren’t just there to observe but to be hands-on at any moment.
Here’s what we asked them – and what they told us about their day with the team at TreeUmph!
What was your understanding of TreeUmph! before spending the day ‘All In’ versus after?
Gabriele: “TreeUmph! has been a client of ours for several years, so I already had a strong understanding of their core offering and overall experience. What was new to me was their gem mining addition. Seeing that firsthand gave me a better appreciation for how they’re continuing to evolve the experience and create additional value for families, especially younger visitors.”
Jay: “It was a fresh take on a place that I’ve been to many times with my son! I always thought it would be a challenging job, but I was surprised by how much expert knowledge it took to keep everyone safe and on the right path. From carabiners to cargo nets, the staff will guide you along the way with patience and high-fives!”
What’s the value of being face-to-face with our clients in their worlds, especially with this experience?
Gabriele: “Spending time with clients in their own environment is incredibly valuable. It allows you to see beyond the marketing and truly understand how their business operates, how customers interact with their brand, and where the real moments of impact happen. That level of insight simply can’t be replicated over email or calls, it leads to more informed strategy, stronger creative, and ultimately better results.”
Jay: “As a web developer, I’m very removed from the on-site and day-to-day activities for most of our clients. The decisions I make while writing code or optimizing for SEO directly affect those daily operations, but I oftentimes have to guess what the end user experience is really like. ‘Swinging a mile in their harness’ was the best way for me to connect the dots and fully understand our client’s customers and goals.”
What was your favorite part of the day spent ‘All In’ at TreeUmph!?
Gabriele: “My favorite part of the day was watching the kids experience TreeUmph! firsthand – their faces lighting up as they completed elements of the course or tried something new. You could see the excitement, confidence, and sense of accomplishment in real time. It was a great reminder that what TreeUmph! delivers goes beyond just an activity. It creates moments that really stick with people, especially for families.”
Jay: “My favorite part was getting to assist new climbers with learning to use the practice course. The harness system is hard to figure out on your own, so it was rewarding to see that ‘aha!’ moment when teaching others. It was really fun to be on the other side of that experience!”
What did these moments teach you about their industry?
Gabriele: “Spending the day ‘All In’ really highlighted how unique this industry is. It’s not just about providing an activity. It’s about creating a memorable, safe, and repeatable experience. There’s a lot of operational complexity behind the scenes, from safety protocols to staffing and flow management. It also reinforced how important it is for their marketing to clearly communicate both the excitement and the professionalism behind the experience.”
Jay: “We got lucky with the weather, but I can imagine how difficult it is to run an outdoor business like this in Florida. It takes a huge amount of grit to become successful in a tourist-driven industry that is so dependent on mother nature. They go above and beyond to make their customers feel safe, happy, and secure. In my experience, their wonderful staff makes the difference!”
Was there one moment in this experience at TreeUmph! that really stuck out to you?
Gabriele: “One moment that stood out was seeing how guests reacted after completing the course – the sense of accomplishment and excitement was very real. It was a great reminder that what TreeUmph! provides goes beyond entertainment. It’s an experience people genuinely remember and talk about afterward.”
Jay: “Climbing the cargo net to get a fun shot was definitely the highlight because it was improvised and allowed us to be a little silly at the end of the day!”
About Grapevine Communications
Grapevine Communications is a full-service creative marketing agency celebrating 23 years of success on the Suncoast of Florida. To learn more about what we do, visit our services page or call us at 941-351-0024.
