Objective:

When longtime restaurateurs, Dan Crocco and Jamie Bishop – co-owners of the acclaimed Mill House Brewing Company in Poughkeepsie, NY – set out to open a new dining concept in Highland, NY, they tapped the Impact PR & Communications (IPR&C) team to bring their grand opening vision to life. With no firm opening date and a strategic need to distinguish the new restaurant, The Ridge by Mill House (The Ridge), from both the former establishment and the owners’ flagship restaurant, IPR&C got to work. The plan? Tailor a PR strategy to generate excitement and buzz, garner regional and trade press placements, alongside some social media sizzle, and introduce The Ridge as a fresh, new experience within the Hudson Valley dining scene. At the same time, and in a previously unexpected twist, IPR&C strategically wove in the announcement of the duo’s other new venture – the acquisition of a food truck which was rebranded as Embers by Mill House – expanding the hospitality group’s regional footprint.

Strategy:

• Craft a targeted media list to reach key regional and food and beverage reporters and influencers.
• Implement a phased press rollout to build continued momentum including:
  •  An initial announcement of the property purchase and unveiling the new restaurant name and concept.
  • A second complementary announcement around the acquisition of the Embers by Mill House food truck.
  • A third announcement unveiling the grand opening details and menu preview for The Ridge.
  • A detailed timeline and carefully crafted copy and invitations to ensure each audience was carefully considered.
• Secure media placements through proactive and reactive media relations efforts including coordinating executive interviews with spokespersons.
• Brainstorm and assist with the planning of a pre-opening ‘Locals Lunch’ for nearby neighbors.
• Plan and execute a pre-opening ‘sneak peek’ event for press and social media influencers to experience The Ridge for the first time.
• Build excitement and interest leading up to the grand opening and continue momentum post-opening.

Results:

• Garnered more than 180 media placements throughout the seven-month engagement.
• Secured feature stories in outlets such as the Brewbound, Chronogram, Hudson Valley Magazine, Poughkeepsie Journal, Radio Catskill, Times Herald-Record, Times Union and Westfair Business Journals, WPDH (101.5) among others.
• Executed a successful pre-opening event with 12 media/influencers and their guests in attendance and a sold-out Locals Lunch.
• Following the grand opening, the restaurant saw weeks of fully booked reservations driven by excitement and a positive sentiment in both Ulster and Dutchess County.