Making the Most of a Grand Opening
When a West Coast-based recreational facility operator needed a firm to handle PR for the debut of its first St. Louis location, it turned to Casey Communications. Knowing the concept was new to the market and was one-of-a-kind worldwide; Casey went to work developing a comprehensive, integrated plan aimed at generating maximum pre- and post-opening buzz.

A teaser news release announcing the venue's imminent arrival was issued three months prior to opening, leading to extensive print media coverage that included feature stories in the St. Louis Business Journal and in Athletic Business, a national trade journal. Three weeks prior to the opening, Casey began soliciting local television outlets, ultimately scoring two morning news profiles along with a lengthy feature on St. Louis' leading afternoon news program. Visibility efforts continued through the facility's grand opening, with Casey securing the lead story in the Health & Fitness section of the St. Louis Post-Dispatch. The story, in turn, was picked up by major newspapers around the country.

In support of media relations activities, Casey also teamed with its client to research, plan and implement a multi-station cable television advertising campaign.

In its first month of business, the St. Louis venue attracted 10,000-plus visitors. By comparison, the operator's flagship location drew 1,200 visitors in its initial month of operation. Accordingly, the operator's first-month revenues were seven times higher than pro forma projections.

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