A Guide to Launching a New (or Redeveloped) Venue
Launching or redeveloping a hospitality venue is an exciting journey, but with so much at stake, getting the marketing right is crucial. You have one chance to create impact during your opening, and that moment cannot be reclaimed. Below is a guide to help you navigate key marketing considerations to ensure your venue launch is a success.
1. Branding and Identity
Before opening, assess the state of your branding:
Does your logo, identity, and strategy align with the new direction? Your branding must seamlessly translate to signage, menus, collateral, and the online experience.
Refresh branded assets. Run down old stock and introduce new, cohesive materials before opening. Launching a new venue with outdated branding can detract from the premium experience you’re trying to create.
Think practically. Consider branded glassware, equipment, and point-of-sale materials, as these require upfront investment.
2. Audience Targeting
Define your target audience and adapt your approach:
New markets: Are you shifting to attract luxury travellers, international visitors, or interstate guests? If so, refine your communication style and consider new languages and platforms.
Evolving strategies: A casual offering may have sufficed previously, but a higher-end audience demands a different tone and experience.
3. Media and Launch Timeline
Maximise exposure by carefully planning your launch:
Engage media early: Share a long-lead media release at least six months prior to your launch if you aim to feature in print publications like Traveller.
Stagger announcements: A phased approach extends your airtime. For example, announce one aspect of your venue first, followed by another a few months later, to maintain momentum.
4. Social Media Channels
Evaluate your current channels and their relevance for your new venture:
Platform priorities: Instagram is essential for food and wine businesses. If targeting younger audiences, incorporate TikTok for fun, short-form content.
Targeted ads: Use Meta’s sophisticated tools to refine your audience by location, interests, or demographics.
New listings: If opening a cellar door, platforms like TripAdvisor become important additions to your online presence.
5. Launch Events and Stakeholder Engagement
Plan your launch with key audiences in mind:
Tailored events: Host separate events for media, loyal customers, and local stakeholders. This ensures each group gets a tailored experience and personalised attention.
First impressions: Simulate the visitor experience to identify touchpoints that need support. Consider whether guests need site maps, pre-booking options, or guided tastings.
6. Visitor Experience and Sales Tools
Ensure a seamless visitor journey:
Plan every step: From arrival to departure, what do you want visitors to do? For wineries, this might include tastings, wine club sign-ups, or exploring the site.
Equip your team: Whether through brochures, QR codes, or staff training, prepare your team to convert visitors into long-term customers.
7. Operations and Resourcing
Be realistic about operational demands:
Staffing: Start small and scale up as demand increases. Opening a smaller section of the venue can help manage costs initially.
Forecast conservatively: Base income and expense predictions on minimum visitor numbers to avoid overextending resources.
Consistent hours: Ensure your venue has regular opening hours. In seasonal destinations, consider peak and off-peak schedules to maintain customer confidence.
8. Local Tourism and Community Engagement
Build strong connections in your area:
Stakeholder support: Collaborate with local businesses and tourism bodies to amplify your launch.
Seasonal strategies: Align your venue’s operations with local events and peak travel periods for maximum visibility.
A Proven Approach
For over 15 years, I’ve specialised in hospitality venue launches and redevelopments, including recent projects opening two regional restaurants and a cellar door in a post-COVID world. If you need guidance on building your launch plan, I’d be happy to help.
Let’s chat about how to position your venue for success—just send me an email or DM to arrange a complimentary consultation. A small investment in planning now can save you time, money, and stress later.