Pop-Up Culture in Annapolis
Annapolis Town Center (ATC), is an entertainment-focused, mixed-use destination. Like most shopping locations and businesses, ATC struggled to keep their tenants’ doors open amid the 2020 COVID restrictions and shelter-in-place mandates. Now, a year later, as vaccines are distributed and restrictions are lessening; it was time to create an aggressive campaign that would drum up the missed foot traffic and buzz about the property.
Collaborating closely with ATC’s top management team, Symmetry helped bring three new and exciting pop-ups to the Town Center. Each featured their own unique, one-of-a-kind dining experiences for the local community. The events required a touch of creativity, a detailed execution, and an engaging message to appeal to an audience who, for the previous 365 days, remained introverts in their own homes.
Emerald Lounge Speakeasy
Kicking off the first of many, highly anticipated pop-up events was the Emerald Lounge Speakeasy. Selling out in just 10 hours, this event demonstrated that pop-up activations were something ATC’s guests were in dire need of. Something to get them out of the house, have fun, and enjoy a night with family and friends in a safe way.
We decided to launch the event in “speakeasy-style”; publicizing it exactly at midnight so only a few would hear of it first. News quickly spread by early morning and by mid-morning the event had sold out.
Those 144 guests, quick enough to get a ticket, were provided a secret passcode and an image of the secret back entrance on the day of the event. They were greeted by two bookkeepers who would then verify their code and allow them access to the bar via a secret door in a bookshelf.
Inspired by 1920s speakeasy vibes, this event showcased live music that featured authentic gramophones, and an imaginative food and cocktail menu with curated themes and names. As an added surprise for guests, Emerald Lounge invited a burlesque dancer to perform after dinner. The overwhelming response of positive feedback both during the event and on social media was proof that this event was a success and details make all the difference.
During the campaign, we gained over 30 followers for Annapolis Town Center; nine of which were influencers who joined us for the event. Following the event, we saw over 800 profile visits with 170 link in bio clicks, and over 550 engaged followers.
Hotel Charlie: Piano Bar
Bring on Hotel Charlie. This piano bar inspired lounge housed its own special features like a live pianist, themed drinks, and even secret menu items! We knew that branding this event was key in creating an exclusive, guessing, and high-end vibe. Pre-event messaging kept our audience wondering if this was a true grand opening of a hotel or just a well-curated experience.
Following the Emerald Lounge, our followers were unsure what to expect with the opening of Hotel Charlie. Although they could make their own conclusions as to what it would be, we made sure to only communicate vague descriptions for the event by saying that it was an opening for Hotel Charlie!
Ticketed guests followed the velvet stanchions leading to the main entrance and greeted the doorman. Once confirmed on the VIP list, they were led into a mock hotel room that our team helped fabricate. They were then led to the elevator, designed as a closet, which would take them up to the main level.
Stepping into the expansive room, guests were greeted with a classical live piano and a welcoming doorman who would escort them to their table. While enjoying their complimentary charcuterie board, they could order drinks to their tables from their phone. Plus, there was a secret menu drink that you could only hear about by word of mouth. This special drink was brought to your table in a small, handmade wooden suitcase that you could take home!
Following would be an evening of specialty drinks, fine dining, and lots of Instagram posts. Guests were excited to be a part of an exclusive event and we continued to hear them ask for more pop-up events!
Through the course of the 12-day campaign, we saw over 50 new followers, nearly 800 profile visits, and almost 350 link in bio clicks. We were glad to welcome six social media influencers; all who were a part of the 150 guests joining us for Hotel Charlie.
Benny and the Eggs
Continuing to utilize the property’s open space, the final pop-up event came just in time for Spring. Taking advantage of the warm weather and Annapolis’ long rolodex of brunch-fanatics, we assisted ATC in orchestrating an Elton John-inspired brunch on their outdoor patio!
You could tell from the bright outfits and fun sunglasses that guests were fully prepared to indulge in the theme for the morning. The set-up, just like its previous successors, was socially distanced friendly and encouraged a relaxing, fun time by all. We loved seeing a version of everybody’s unique experience of the brunch via their Instagrams.
During this event launch, we saw the most overall engagement on social media. In 16 days, we saw over 80 new followers and 500 engaged followers. Additionally, there was over 1,000 profile visits and 300 link in bio clicks. We were also pleased to see both attendees and non -attendees, like the Town Center residents, posting about the event.
Our team always looks forward to projects like these that require us to think a little outside of the box. We were thrilled with the outcome and are ready to assist our client in creating more unique experiences and activations.
