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CASE STUDIES

 

CASE STUDY

"A process or record of research in which detailed consideration is given to the development of a particular person, group, or situation over a period of time."


TIED HOUSE

3157 NORTH Southport AveNUE / Chicago, USA

TIEDHOUSECHICAGO.COM / OPENED: FEBRUARY 26, 2018

OVERVIEW

Audiotree, the management and ownership group behind Lincoln Hall and the 115 year old landmarked Schubas Tavern, enlist Gensler Chicago to design a state-of-the-art structure. The demolition and full rebuild result in Tied House: a 12k square foot, two level restaurant, with a kitchen led by Chicago native, Chef Debbie Gold—a James Beard Award winner, four-time nominee, and returning Top Chef Masters competitor.

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INTENTION

To discover, capture and share thoughtful brand messaging, and develop a strategy for distributing information and imagery to appropriate editors, producers and social media influencers. Once proper assets were drafted, collected and approved, VIIVX Group was to lead all public outreach efforts, announce grand opening of Tied House, maintain engagement, and build press momentum to inspire awareness and generate revenue.

 
 
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STRATEGY

VIIVX Group worked with parent company, Audiotree, to refine and collect the story of the iconic Schubas Tavern and Lincoln Hall, to lead in the grand opening and influencer efforts for Tied House. Grand opening outreach was designed to prioritize the organization and distribution of information and imagery to maximize awareness, inspire guest attendance, and generate revenue. By building a steady foundation of local earned media, we would work to build momentum and inspire national media attention.

 
 
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RESULTS

VIIVX Group procured four exclusive media placements (1, 2, 3, 4) for the February 2018 grand opening of Tied House, and garnered stories in the Chicago Tribune (“We’re just so excited to get everybody in there.”), UrbanDaddy (“Dinner and a Show at Schubas Just Got a Serious Upgrade”), Chicago Magazine (”Chef Debbie Gold is back on the scene with Tied House”) and more. On opening day, February 26, 2018, it was declared that “today the venue launches into a new era”—and just three days later, Tied House was named one of “Chicago's Hottest New Restaurants” by Eater, and one of "5 New Restaurants on the Chicago Dining Scene" by the coveted Michelin Guide

 
 

THE MOMENTUM

November 16, 2017 / Eater Chicago: “Schubas Nets a Beard Award-Winning ‘Top Chef’”

December 8, 2017 / Eater Chicago: “New Chicago Restaurant Openings, Fall 2017"

February 1, 2018 / TimeOut Chicago: “Dinner and a show, once more”, Issue 10, Page 8

February 20, 2018 / Eater Chicago: “Legendary Music Venue Schubas Reveals the Opening Date for its Lakeview Restaurant

February 22, 2018 / Eater Chicago: “Tour Schubas’ New Restaurant With Two Floors of Modern Midwestern Pride

February 23, 2018 / TimeOut Chicago: “Seeing a show at Schubas will never be the same thanks to this seriously stunning new restaurant"

February 23, 2018 / Chicago Tribune: “Tied House opening Monday next door to Schubas

February 25, 2018 / The Patch: “Tied House Opens in Lakeview Monday

February 26, 2018 / Eater Chicago: “Here’s What a Beard-Winning Chef Serves at Schubas’ New Restaurant

March 1, 2018 / TimeOut Chicago: “61 exciting openings in Chicago in March


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