Explore Butte County Launches a Dry January Passport
Dry January has evolved into a powerful cultural and economic movement, embraced by millions each year. The no- and low-ABV beverage market has grown by 30% in the past three years, and in 2024, 25% of Americans who drink alcohol participated in Dry January, highlighting the rise of intentional drinking.
Embracing this movement, Explore Butte County introduced a Dry January Passport this year, designed to boost patronage at local businesses countywide. Powered by Explore Challenges, this gamified experience engages users with badges and prizes as they explore local spots and try zero-proof beverages.
Participants can earn badges and access exclusive offers by checking in at participating businesses during Explore Butte County’s Dry January Passport event.
About Butte County, California
Lake Oroville, Butte County California
Nestled in the scenic northern Sacramento Valley of California, Butte County offers a rich blend of outdoor adventure, delightful small towns, and fun cultural experiences.
Known for its beautiful landscapes — including the towering Table Mountain and the lush Bidwell Park — Butte County is also home to the cities of Biggs, Chico, Gridley, and Oroville. Chico is known for its craft breweries, farmers' markets, and the iconic Sierra Nevada Brewery, while Oroville offers fishing and boating on Lake Oroville.
Throughout the year, Explore Butte County, the region's destination marketing organization, promotes tourism and fosters community engagement through initiatives such as unique festivals and vibrant events that unite residents and visitors alike.
Distilling a Dry January Challenge
January is traditionally a very slow month for the hospitality and tourism industries, so getting residents out and supporting restaurants, bars, and cafes is critical for local businesses.
To address this challenge, Explore Butte County launched a Dry January Passport, leveraging the growing popularity of no- and low-ABV beverages and the annual Dry January movement, which originated in the UK in 2014.
To maximize that effort, Explore Butte County chose Seeker Explore for its innovative ability to gamify experiences, attract more participation through rewards and prizes, and generate buzz — along with increased revenue — for local businesses.
“The Dry January Passport is a great opportunity for people to stick with their dry goals while also still supporting local businesses through a typically slow part of the year,” said Ashley Baer, Marketing Director at Explore Butte County. “We know that Dry January is picking up in popularity and that younger consumers are drinking less in general, so we wanted to give restaurants an opportunity to capitalize on this growing trend during the month of January, and hopefully expand their non-alcoholic offerings year-round.”
Leveraging Explore to Drive Participation
Seeker's digital passport technology, Explore, is a mobile-friendly platform that enables participants to check-in at various locations effortlessly, without the need for app downloads, offering a frictionless user experience. The engaging gamification features of the Explore platform, such as digital badges and leaderboards, inspire participation and foster friendly competition.
The passport features 7 badges that can be collected throughout the month of January, each unlocking an entry into a grand prize drawing.
The Dry January Passport’s custom badges drive loyalty and participation throughout the month of January.
“We hope that users have fun! Whether they're sober, sober-curious, or simply looking to drink less for other reasons, the Dry January Passport offers a great way to de-center alcohol while enjoying their favorite restaurants,” said Ashley Baer.
Additionally, by incorporating photo check-ins, Explore Butte County is generating valuable user-generated content, amplifying social media buzz for the campaign and providing participating businesses with shareable content to use year-round.
Users check in by posting a photo of their zero-proof cocktail, which appears in an engaging activity feed, adding a layer of social proof. Photos collected during the campaign can be used across marketing channels to promote the businesses throughout the year.
Seeker’s responsive, location-aware maps and seamless navigation make it simple for participants to find and visit participating venues, driving support for local businesses. Explore Butte County added details about each Dry January offering to the dedicated place pages, further enhancing the overall experience.
A page dedicated to each business features routing, photos and details about their Dry January offering.
Making Some Mocktail Magic
Before the challenge officially began on January 1st, 100 participants had already signed up in anticipation.
Explore Butte County dedicated several weeks to promoting the event, encouraging early sign ups to peruse the list of participating businesses and their special Dry January offers.
“The process of setting up the challenge was very easy, and Seeker staff was super responsive,” Ashley Baer commented. “To market the Dry January Passport, we used a mixture of owned, paid, and earned media — it is prominently featured on our website, was promoted on social media in both paid and organic posts, and was pitched to a variety of local and regional outlets.”
The pre-launch marketing push proved successful, enabling businesses to experience increased patronage from day one.
With 24 participating businesses and nearly 200 users to date, Explore Butte County’s Dry January Passport has driven over 100 visits to local businesses within the first two weeks, generating revenue and capturing user-generated photos that can be leveraged in current and future marketing campaigns.
A sampling of the UGC collected during the Dry January Passport event
Conclusion
Explore Butte County’s Dry January Passport showcases how Seeker Explore’s digital passport technology drives engagement and supports local businesses during traditionally slow seasons by combining creativity, thoughtful programming and strategic marketing.
By incorporating gamification elements like check-ins, a leaderboard, badges and rewards, destination marketing campaigns are transformed into immersive, buzz-worthy experiences that enhance community engagement and stimulate economic growth.
This innovative approach unlocks endless opportunities for destinations to activate their communities, boost visitation, and highlight unique local offerings year-round.
Ready to gamify your destination? Learn more about how Seeker Explore activates communities and drives participation.
