The Brandon Agency was awarded the opportunity to work with the popular franchise Dave & Buster’s to promote the grand opening of its 99th location in one of the nation’s most visited destinations — Myrtle Beach, South Carolina. The agency’s public relations team of Paul Hughes, Emily Trogdon, Margaret Hoynes and Talia LeBlanc exceeded the client’s expectations, resulting in one of the most successful grand openings this year.
The Brandon Agency was tasked with handling overall public relations to introduce Dave & Buster’s to Myrtle Beach and generate excitement for the facility’s grand opening on June 5, as well as managing two private events on June 1 — Media Day and a VIP event.
Over the course of two months, The Brandon Agency’s public relations team managed and executed a communications strategy that generated over 11 million media impressions and over $155,000 in ad value (with figures still rising) and epic turnouts for both Media Day and the VIP event.
Media Coverage
The Brandon Agency executed a layered outreach strategy that generated maximum media coverage throughout the Grand Strand. The team wrote and distributed several press releases and leveraged close media relationships, resulting in strong social media engagement and extensive media attention across all major area television affiliates, on area radio stations, online, in local print publications and among key social media influencers.
The public relations team secured interviews with major media outlets that showcased the Dave & Buster’s Eat. Drink. Play. Watch.® experience, including WMBF, WPDE, WFXB, WBTW, 94.5 The Tide and EASY Radio. Viewers and listeners tuned in for a variety of news segments, including sneak peeks inside the restaurant, features on new and exclusive games, firsthand looks at chef-inspired menu items, play-by-play recipe rundowns for popular Dave & Buster’s cocktails, reports on the company’s charitable and community commitments, and gift-certificate giveaways.
The Brandon Agency’s team also conducted on-site media training and management at every interview — before, during and after the grand opening — with Steve Carr, general manager at Dave & Buster’s.
Lights, Camera, Action
General managers, anchors, reporters, writers and editors from all major media outlets and publications throughout the Grand Strand attended the Dave & Buster’s Media Day event on Thursday, June 1, from noon until 2 p.m. TBA not only organized the media RSVPs, but also organized on-site interviews for Carr with every single media rep in attendance.
That afternoon and evening, stories about Dave & Buster’s saturated area news broadcasts, live social media feeds, digital news outlets and local newspapers.
Red-carpet Ready
Once Media Day came to an end, The Brandon Agency switched gears and prepared for the VIP Event that same evening from 5 until 9 p.m. The event welcomed a whopping 1,250 attendees.
The Brandon Agency rocked out the guest list and invited key players in the community, including individuals from the Myrtle Beach Area Hospitality Association, the Myrtle Beach Area Chamber of Commerce, gsSCENE (a program for the area’s young professionals), the Myrtle Beach Regional Economic Development Corporation and the Myrtle Beach Golf Course Owners Association, as well as local business owners and hotel/resort concierge and management staff.
Prior to the event, The Brandon Agency worked diligently, sending out thousands of invites to ensure the event was a success. Dave & Buster’s gave The Brandon Agency an initial RSVP goal of 1,200. After reaching that goal, The Brandon Agency was tasked with a higher, secondary goal, which it accomplished by raising the RSVP total to 1,600 in just under six days.
Time to Open the Doors
After much anticipation, Dave & Buster’s officially opened its doors to the public on Monday, June 5. The day kicked off with a ribbon-cutting ceremony at 9:45 a.m. The ceremony was arranged by The Brandon Agency in congruence with the Myrtle Beach Area Chamber of Commerce to enhance community engagement.
Myrtle Beach Mayor John Rhodes welcomed Dave & Buster’s to the Grand Strand, along with Myrtle Beach Area Hospitality Association members, chamber members and ambassadors, and local community and business leaders. WMBF News also attended and recorded the ceremony.
Mission Accomplished
Media coverage, event planning and community outreach handled by The Brandon Agency’s public relations team surpassed all expectations and resulted in a beyond-successful Media Day, VIP Event and Grand Opening for Dave & Buster’s, all of which continues to be the talk of the town. The team’s efforts helped Dave & Buster’s create and solidify countless partnerships, media relationships, affiliations, community involvement opportunities and even future bookings for private events.
The Brandon Agency’s public relations team had an incredible time working alongside Dave & Buster’s — which is now the ultimate hot spot in Myrtle Beach.