Yew Dell Gardens in Crestwood, Kentucky defies marketing odds. It is in an inconvenient location, not easily accessible, and not really close to anything. It is a garden that has to be a destination - a journey in itself for the visitor. Yet, June 6 from 5-8 PM Yew Dell Gardens was awash in visitors, paying money to visit and see the sculpture that had been placed strategically on the manicured grounds.

You can have the best of the best, and if no one knows about it, then there is no buzz, no sizzle, no sales. So how did Yew Dell get most of Louisville to travel outside of town, pay the high gas prices, endure the 95 degree hot and humid evening, dodge the mass of swarming cicadas and enjoy this outdoor garden and its new summer sculpture?

They used a variety of marketing techniques, and they obviously used them effectively. First, they started with amassing a group of loyal supporters who are willing to give time and money and to tell friends. Secondly they have hired the very best to work in this setting, and those folks are gaining a reputation internationally with speaking, writing and making Yew Dell visible to the outside world. Oftentimes it takes national recognition 
for locals to notice local gems, and Yew Dell is successfully gaining national and international attention.

They use effective networking and strategy. Networking in that each and every volunteer is charged with getting those in their social and business circles to not only come to events, but to tell their friends about it. And, they are using social and business circles to get THE people that other people want to know to be THE names sponsoring the events.

And, they have an incredibly high quality product. The gardens are impeccable, changing daily almost with the changing flora and its displays. The sculpture is from local and regional artists, but was by invitation only so the quality of the sculpture was most worthy of its setting. And, you now have those who are amazed at their success writing about it and telling others!

Enjoy a scenes from the opening of the Sculptures in the Dell, June 7 through July 26, 2008. Yew Dell Gardens, Crestwood, KY, 502-241-4788.