Welcomed 500+ Patrons During New Client’s Grand Opening VIP Event
Award-winning, seasonally-inspired restaurant and bar, True Food Kitchen, became Annapolis Town Center’s newest tenant during the summer of 2021. Nationally known for their delicious dining and mindful nutrition, the restaurant brings with it a celebrity presence with founder Sam Fox, Integrative Medicine Expert Dr. Andrew Weil, and restaurant backer Oprah Winfrey. Following suit of its sister properties, True Food Annapolis approached its new location with a goal to host an extensive, two-day VIP event and opening weekend.
To assist in this endeavor, True Food hired Symmetry as their agency of choice. With our strong community ties, knowledge of the property, and close relationships with local leaders, media, and political figures, we had a big advantage against any competitor. We began the relationship understanding the restaurant and their brand, while also drafting coming soon communication pieces to drum up excitement of their arrival.
Email blasts, press releases, and social posts sparked the buzz around town of a newcomer to the property. A thorough, tiered list of VIPs was compiled by Symmetry for True Food’s team to review and approve. Two full weeks of outreach was completed by our team as we managed RSVPs and their requests. Days before the event, we drafted a full look book for True Food Annapolis’ management team to review and familiarize themselves with in order to properly greet the VIPs. A separate interview booklet was also created to provide the necessary background information for True Food’s CEO, Christine Barone on each VIP who requested an interview.
Symmetry representatives were on site for both days; long before the doors opened and well after they closed. The morning of the first VIP day, our team managed a hired photographer to take the new locations photographs. From food shots to management headshots and guest interactions to overall dining room settings. As True Food leaders spoke with their new team, Symmetry prepped for a busy afternoon and evening. During the two dining sessions, we used the drafted booklets to personally greet each flagged VIP at their table and thank them for attending. When necessary, we then pulled True Food’s Marketing Manager and CEO to provide a proper introduction.
The event turned out to be a success. Over 500 dignitaries, influencers, community leaders, media contacts, and friends indulged in True Food’s summer menu that boasted great tasting food and thoughtfully crafted beverages. Notable guests included Maryland State Senator Sarah Elfreth, Maryland State Delegate Shaneka Hensen and Dana Jones, representatives from the Secretary of the Maryland Department of Commerce Kelly Shultz’s office, WTMD Morning Show Host Alex Cortright, Influencer Lauren Kirchmaier (95.5k followers), as well as American pop band JAGMAC. Positive responses echoed around the dining room and followed well after each guest’s departure.
The restaurant’s interior decor pays tribute to the historic maritime city it calls home. So, naturally, the VIP patrons were snapping away to document their experience. White-washed brick walls, a nautical-themed bar, and the private dining room with a massive photograph mural of oyster mushrooms spanning the entire wall. All were highlighted across social platforms showcasing the beauty of Annapolis’ newest establishment.
From Symmetry’s efforts in managing the hefty RSVP list and 10 interview requests, the soft opening generated a potential reach of 450,000 through earned media and over 927,000 social impressions. Further partnerships such as social giveaways with top influencers and collaborations with like minded community organizations continued to be fostered through our continued outreach post event.
It was an honor to help such a known and growing restaurant open its doors in the Annapolis area. We are humbled by our city’s support and eagerness to welcome new businesses, and we look forward to continuing to foster the newer connections we have made following this project.
