Kevin Baxter is a seasoned entrepreneur with a strong background in digital marketing and branding, utilizing these skills to disrupt traditional industries, most notably by transforming the food festival scene with The World’s Largest Pickle Party®.
With his roots in concert promotions and creating the first-ever Philadelphia Cheesesteak Festival, Kevin has successfully built the most prominent global digital community centered around pickles, reaching over 30 million people monthly.
His knack for innovation, passion for community building, and expert digital marketing strategies continue to push boundaries, inspiring a new wave of experience-driven events.
Connect with Kevin on LinkedIn
Ruth Toomey has been the Executive Director of the Maryland Tourism Coalition since June 2018. Toomey, a longtime professional in the Greater Baltimore/Anne Arundel County hospitality industry, has been an active member and board member of the tourism/hospitality trade organization since 2009. She was selected to serve as the Co-Chair of the Attraction Committee for Governor Hogan’s Tourism Recovery Task Force in 2020. In 2021, she was selected to sit on NOAA’s Sanctuary Advisory Council for Mallows Bay as well as the Board for the Pride of Baltimore II. She was awarded the Tourism Person of the Year by her peers at the 2021 Maryland Tourism & Travel Summit and presented with the Northern Anne Arundel County Chamber of Commerce’s 2023 President’s Leadership Award.
Ms. Toomey, received her degree from High Point University in North Carolina. Prior to this position, she served as the Guest Services manager for one of the largest retail outlets in the region, Arundel Mills. She has more than 30 years of hospitality and customer service management experience, focused on marketing and communications.
Ms. Toomey was raised and currently lives in Glen Burnie, Md. and is a graduate of Archbishop Spalding High School.
Connect with Ruth on LinkedIn
Interview questions:
Introduction | Kevin, The Big Dill has been described as a global phenomenon, attracting pickle enthusiasts worldwide. What sparked the idea for The World’s Largest Pickle Party?
Cult Following | You’ve got over 700,000 followers from around the globe. That’s quite a cult following! What do you think it is about pickles — and your event — that excites people so much?
Frank’s REDHOT® Partnership | The recent partnership with Frank’s REDHOT® Dill Pickle Hot Sauce from McCormick & Company is quite a highlight. How do such collaborations enhance not only the event but also the economic reach of both brands involved?
Supporting Local Entrepreneurship | The Big Dill introduces attendees to local innovations like M.R. Cheesecake and Queen City Creamery. From a business perspective, how do such platforms benefit local enterprises, and what role do platforms such as The Big Dill play in stimulating local entrepreneurship
Tourism Draw | The event draws fans to Baltimore from all over the world. How do you see The Big Dill contributing to Maryland’s tourism landscape, and are there partnerships with local hospitality businesses to accommodate this influx of visitors?
Growth & Investment | Since 2019, The Big Dill has grown substantially. How have strategic partnerships from local businesses helped to fuel the event’s growth and reach?
Weather Contingencies | Outdoor events are always subject to the unpredictability of weather. How does The Big Dill prepare for impending weather conditions like rain, and what are the economic factors considered when making decisions regarding rescheduling or modifications to the event?
Expanding Reach & Economic Impact | The announcement of a national tour in 2024 is exciting. What potential economic impacts and opportunities do you foresee for the cities you plan to expand?
At The Big Dill®, we are more than just a brand; we are a movement rooted in a deep appreciation for pickles and the vibrant culture they inspire. Our mission is to build a passionate global community united by our love for this unique and versatile food. We’re a marketing-driven brand on a mission to unite pickle lovers across the globe and make our mark as the go-to source for everything pickles. As a company built by creators, we take pride in our ability to craft compelling stories, engage millions of viewers, and build a devoted following of over 600,000 pickle enthusiasts.
Our annual World’s Largest Pickle Party® embodies our commitment to celebrating and shaping pickle culture while providing an unforgettable experience for our community. Inspired by Red Bull’s approach to branding, we leverage the power of social media to connect with our audience and spread the joy of pickles across the world. With a growing industry worth $12 billion globally, we are confident that our innovative and dedicated team can propel our passion for pickles to unparalleled heights of influence.
If you’re a young professional searching for an internship that’s equal parts challenging and lets you flex your creative skills, then you’ve found your home at The Big Dill. We’re all about celebrating pickles and their unique culture, and we’re scouting for talented and passionate peeps to join our crew. Are you ready to be part of something BIG? Do you love pickles? Then, say hello to The Big Dill!
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