When a downtown Nashville staple – Big River Grille – expanded into a Rock Bottom Restaurant & Brewery to make it even bigger and better for their Nashville guests, they turned to Reed Public Relations. We were tasked with communicating the change and garnering excitement among current and future guests, retaining loyal Big River guests and alleviating any concerns that the public had about the transition.
STRATEGIES + TACTICS
RPR developed and executed a comprehensive media strategy that highlighted this investment in downtown, lined up a charitable partnership with prominent local organization Second Harvest and planned a series of four events for the community to try the new Rock Bottom experience.
Our scope of work included:
Development of all messaging and media materials.
Pitching and securing media placements on all aspects of the change, from highlighting new menu items to featuring the new rooftop restaurant and bar to telling the business side of the story through economic development facts.
Planning and promoting test lunches, VIP parties, a ribbon-cutting, a media happy hour and individual media sneak peeks.
Creation of a guest list that included downtown business, community influencers, elected officials and other key audiences.
Utilizing social media to create buzz leading up to the transition.
As a direct result of our efforts, more than 1,000 people were able to experience the Rock Bottom way during the first two days. This included several local VIPs, elected officials and members of the media.
The response to the transition was very positive and media coverage reflected this. The Nashville Business Journal covered the restaurant’s investment in downtown Nashville and added jobs as a result of this expansion, while The Tennessean focused on the great atmosphere and expanded menu. The Nashville Scene did an extended review, complete with the following quote:
“Once you find it and make your way to the top floor, you’ll be handsomely rewarded by the best public rooftop view of downtown. The expansive outside deck offers views all the way up Broadway past the arena, across the river to East Nashville and up Second Avenue, where you can watch the tourists contributing to our tax base without having to actually interact with them. “ – Chris Chamberlain, First Bites, Nashville Scene