Client
Services
All-You-Can-Eat Live Fire Food Festival
Industy
Live-Fire Food Festival & Experiential Dining
Discovery Fire is an all-you-can-eat, live wood-fire cooking festival in Coeur d’Alene, Idaho. For more than seven years, they had been creating an experience unlike anything else in the area: live-fire cooking, incredible food, music, community, and an atmosphere built around bringing people together.
The product was already there. What was missing was the marketing presence to match it.
When Discovery Fire approached OnTheGo Media in the spring of 2026, their social media presence and content library didn’t accurately reflect the quality or uniqueness of the experience they had created.
During our initial discovery meeting with owner Chris Varela, we saw an enormous opportunity. Discovery Fire already had everything needed to become a summer destination in Coeur d’Alene. Our job was to make sure people knew about it.
Our goal was bigger than simply making Discovery Fire’s social media look better. We wanted to build excitement around each event, showcase what made the experience so unique, and turn their social channels into a consistent driver of awareness and ticket sales.
Throughout their four-month summer season, OnTheGo Media managed Discovery Fire’s social media presence while producing fresh content on location each month.
Instead of simply telling people what Discovery Fire was, we wanted them to feel what it was like to be there. The fire. The food. The crowds. The energy. The experience.
That approach transformed Discovery Fire’s social presence and helped turn Thursday nights—and select Saturday events—into something people around Coeur d’Alene didn’t want to miss.
By the end of the 2026 season, Discovery Fire had experienced its most successful season since opening.
10,000+ tickets sold during the season
Compared to their previous highest ticket sales of 4,000 tickets during previous seasons, Discovery Fire more than doubled its historical ticket volume.
Multiple 700-person sold-out events
In the 2025 season, Discovery Fire’s highest event attendance was approximately 150 people. During the 2026 season, multiple events reached capacity at 700 attendees.
993,000 Combined Views
Content regularly generated thousands of views, with top-performing short-form videos reaching audiences far beyond Discovery Fire’s existing following.
But perhaps the biggest result was something harder to put into a single number.
Discovery Fire became a hotspot.
People were talking about it. They were sharing the content. They were tagging friends. They were showing up. Events were selling out.
The social media presence finally reflected the caliber of the actual experience.
Discovery Fire is a perfect example of what can happen when an exceptional product is paired with intentional content and consistent marketing.
Our team didn’t create what made Discovery Fire special. That was already there. Our job was to capture it, communicate it, and put it in front of more people.
Chris gave OnTheGo Media the freedom to take the reins creatively, trusted our strategy, and allowed us to build a social presence that showcased Discovery Fire the way we believed it deserved to be showcased. That trust helped produce a record-breaking season.
As Discovery Fire heads into the offseason, we’re already looking ahead. The goal now isn’t simply to repeat what worked in 2026. It’s to learn from it, get even more creative, and find new ways to grow the Discovery Fire brand when the fires are lit again next season.
We couldn’t be more grateful to have played a role in Discovery Fire’s incredible year—and we’re just getting started.
This shoot was a dream come true. Working with JJ Watt wasn’t just a massive opportunity – it was proof that bold outreach, great planning, and creative execution can lead to incredible results.
