Case Study: Historic Brushy Mtn State Pen transforms a decommissioned prison into a top tourism destination with Maycreate

Historic Brushy Mtn State Pen grows into a top Southeast attraction with Maycreate

The customer, Historic Brushy Mtn State Pen, faced the challenge of transforming a decommissioned maximum-security prison into a viable tourist attraction. The project had no existing brand or audience data and was further complicated by the need to first win a countywide referendum to allow legal distillation, as the business plan included a distillery. The vendor, Maycreate, was engaged to lead the brand strategy, identity, and go-to-market efforts.

Maycreate's solution was twofold. They first ran a successful 90-day advocacy campaign focused on economic benefits to win the necessary referendum. In parallel, they developed a comprehensive brand identity, including a badge-inspired logo, earth-toned branding, wayfinding signage, and packaging for spirits. As a result, the site has become one of the Southeast's most visited attractions, drawing hundreds of thousands of annual visitors and selling out capacity crowds for concerts, all achieved without a paid PR campaign.

Historic Brushy Mtn State Pen