Media Relations

VIP Launch Experiences

Community Engagement

the situation

A leading entertainment brand prepared to launch a new flagship venue in Nashville, looking to become a hotspot in a crowded lineup of live-music bars, pro sports arenas and nightlife attractions. The grand opening had to draw a crowd on Day One and then sustain the hype with a one-of-a-kind mix of food, fun, sports, music, and culture. We were enlisted to cement the venue as a bonafide magnet for visitors and locals alike.

PROBLEM

To replicate the record-breaking success of the company’s Las Vegas flagship, leadership set aggressive launch targets:


  • Secure a full slate of local print, online, broadcast and national media for an exclusive preview experience.
  • Deliver 25 positive stories reaching 3 million people and an ad-value equivalent of $75 k in the first news cycle.
  • Land a high-profile “inside look” feature before doors opened to the public.


Hitting those numbers required shifting focus from suburban fan bases to a more diverse audience in Nashville’s urban core with different media habits and sky-high entertainment expectations.

SOLUTION

Drawing on insights from 30-plus previous venue launches and the flagship launch in Las Vegas, we built a phased, audience-first campaign:


  • Targeting Beyond Tourists: We mapped “day-in-the-life” scenarios for Nashville's urban core, including local sports fans, nightlife seekers and businesses, then tailored pitches that framed the venue as their next go-to hangout, team-outing or client-hosting spot.


  • Exclusive Preview Night: Curated a VIP media event that let journalists, athletes and entertainers swing clubs, sample chef-driven menus and capture shareable moments before anyone else. We came prepared with embargoed assets and a media kit that led to coverage dropping minutes after the event wrapped.


  • Many Different Angles: We focused on different venue details for different media, from economic impact to guest feedback to the unique culinary approach, helping diversify coverage and keep it rolling from the construction announcement to ribbon-cutting and beyond.


  • Community & Tourism Hooks: We partnered with hospitality and convention groups to position the venue as a must-book locale for corporate outings and bachelorette itineraries, extending reach beyond sports pages into lifestyle and travel verticals.


RESULTS

Sharp audience insights, a marquee media experience, and a one-of-a-kind experience made the brand's new flagship the talk of the town and a record-breaker in both headlines and revenue.


  • Attendance Goal Crushed: 90 journalists (50% above target) plus guests filled every hitting bay on preview night.


  • Media Coverage Soared: The brand name was trending on Twitter from the moment the VIP event opened. Nearly 60 stories in the first two weeks (132% to goal) reached 7.5 million people and delivered $250K in AVE.


  • Sustained Buzz: Within three months, coverage topped 100 placements and 14 million impressions.


  • Record-Setting Business Impact: In the first four months, the venue broke company records with 135,000 visits and over 1,000 private events booked.


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