Event Venue Marketing Case Study
CATEGORY: Development
SOFTWARE: WordPress, Figma
SERVICES: UI/UX Design
WEBSITE: biliexample.com
01. The Challenge
In the heart of Oregon’s Willamette Valley, the ‘Hall at Amity Flats’ sits at the crossroads of one of the country’s most prolific wine growing regions and rural small town life. The wine industry here has grown beyond agriculture though. The area’s natural beauty has made it a destination for wine lovers globally. Residents of the Valley have leveraged it to generate a burgeoning wine tourism based micro-economy. When the venue’s owners first visited the area, they saw a two-sided marketplace that included a steady stream of tourists who were eager to learn about local winemakers history, process, and selection and a local population of winemakers without the on-site facilities to support them. The combination spelled a perfect recipe for a Napa-esque wine country event venue, local tasting room, and community gathering spot.
While the concept didn’t have intense local competition, its owners wanted to make sure it was discoverable for those interested in visiting the Oregon wine country as a whole. That meant getting the word out to a wide variety of Pacific Northwest tourist associations, wine industry resources, tourism-centered review aggregators, etc. To do it, they needed to create a recognizable brand, a digital footprint, and materials that helped define the venue’s unique offering. The stakeholders wanted marketing materials that felt captured the duality of the region, contemporary but rustic, unique but part of a region of attractions, xxx but xxx.
02. The Solution
You’d be as likely to find the area’s vintners drinking a $10,000 bottle of wine as you would doing it in a faded t-shirt and cowboy boots; they wanted to be viewed as “small batch”, while projecting the sophistication of the wines they produced, at a global scale. Our creative team used a mood board to build consensus around a style that combined organic wood, brick, soil, and of course, wine elements with strong typography and weathered structural lines to convey the feel of an urban general store. Our brand package included logos and lockups in a variety of formats as well as various color, font, and image selection guidelines organized into a style guide that could be easily shared with brand partners.
With a design system in place, our team moved onto the digital phase of the project. Our goal was to deliver a lead-generation website that helped get the brand found through local search and tourism review aggregators. Our creative process included building content for, wireframing, and mocking up the fifteen page site through Figma and other collaborative platforms to gain feedback. While in development, we performed additional integrations including lead generation for the venues CRM, analytics and BI, and an inbound based content marketing campaign meant to attract long tail search.
“FoH’s team is the best in the business. We worked with them to create and implement our day-to-day marketing strategy iterating on it until we got the results we wanted. They’re very responsive with a creative team that quickly understood what we were going for and executed well on a regular basis.”– Sean Majors, Fmr Creative Director/GM
03. The Result
While the concept didn’t have intense local competition, its owners wanted to make sure it was discoverable for those interested in visiting the Oregon wine country as a whole. That meant getting the word out to a wide variety of Pacific Northwest tourist associations, wine industry resources, tourism-centered review aggregators, etc. To do it, they needed to create a recognizable brand, a digital footprint, and materials that helped define the venue’s unique offering. The stakeholders wanted marketing materials that felt captured the duality of the region, contemporary but rustic, unique but part of a region of attractions, xxx but xxx.
We amplified the venue’s internal and external communications teams, allowing it to implement omnichannel marketing strategies that far outstripped its capabilities. Our work helped the nightclub become one of the most successful in the United States, winning ‘Nightclub of the Year’ honors multiple times at the biggest industry event of its kind, and, most importantly, filling the venue to attendance for multiple years. Nightclub marketing isn’t easy; it takes an understanding of hospitality, popular dance music, and the most recent marketing strategies.
If you’re a nightclub looking for marketing expertise, we’d love to support your ongoing marketing needs. Let us know how we can help.
