Campaign: Wine Dinner Series as a Revenue & Brand Experience Driver
Business Opportunity
The restaurants had strong culinary credibility and beautiful locations but lacked high-value experiential events that positioned them as premium dining destinations while also driving incremental revenue during non-peak evenings.
Objective
Create and scale a recurring Wine Dinner Series to:
Drive midweek revenue
Elevate brand perception
Attract a higher-spend guest demographic
Build partnerships with wineries
Generate PR and social buzz
Target Audience
Wine enthusiasts and food-focused diners
Affluent local guests
Corporate and celebratory groups
Existing loyalty database
Core Campaign Idea
Turn dinner into an experience.
Each wine dinner was positioned as a limited, curated culinary event pairing chef-driven menus with featured wineries, storytelling, and exclusivity.
Leadership Role
I led the Wine Dinner Series from concept through execution:
Identified experiential revenue opportunity
Built winery relationships and secured participation
Developed marketing strategy and campaign rollout
Designed all creative and promotional materials
Managed ticketing, email marketing, and social promotion
Coordinated restaurant teams to ensure flawless guest experience
Outcome
Wine dinners consistently sold out
Generated high per-guest spend and strong margins
Elevated brand perception as experiential dining destinations
Attracted new guests to the restaurants
Strengthened long-term winery partnerships
Created repeatable, scalable event model across locations
Strategic Execution
1. Winery Partnerships
Sourced and coordinated featured wineries
Negotiated participation and wine selections
Positioned each dinner around the winery’s story and varietals
2. Event Branding & Creative
Designed custom event identities per dinner
Created menus, posters, digital assets, signage
Ensured brand alignment with each restaurant’s personality
3. Multi-Channel Promotion
Eventbrite listings for ticket sales
Email marketing to segmented guest lists
Social campaigns highlighting pairings + exclusivity
In-restaurant promotion to capture current diners
PR outreach for broader exposure
4. Urgency Strategy
Limited seating emphasized in all messaging
Visual storytelling to create FOMO
Positioning as one-night-only experiences
5. Operational Coordination
Collaborated with chefs on pairings and courses
Coordinated FOH execution and timing
Managed vendor logistics and printed collateral
Ensured consistency across locations
