Golden Valley Brewery & Restaurant
20% Increase in Restaurant Traffic
Created an experiential marketing campaign that turned first-time guests into repeat customers through live events, integrated media and memorable brand experiences.
Role
• Integrated Marketing
• Experiential Strategy
• Partnerships
Channels
• Broadcast • Social
• Live Events • Digital
At a Glance
Scope
Six-event Backyard BBQ series • Long-term client partnership
Impact
20% increase in restaurant traffic • Sustained catering growth
Overview
Golden Valley Brewery & Restaurant wanted to increase restaurant traffic, grow catering awareness and introduce new customers to the brand in a competitive local dining market. I developed and executed an experiential marketing campaign combining live events, broadcast promotion, social content, artist partnerships and community engagement. At the center of the campaign was a six-event Backyard BBQ series designed to give audiences a reason to experience Golden Valley firsthand. The campaign increased restaurant traffic by 20%, supported sustained catering growth and developed into a long-term marketing partnership.
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Audience Insight
For a local restaurant, awareness is only the beginning. The real opportunity is getting someone through the door for the first time and giving them a reason to return. Golden Valley had more to offer than a traditional restaurant ad could communicate. The food, craft beer, catering, hospitality and atmosphere were experiences people needed to see and enjoy firsthand. The strategy centered on creating an inviting reason to visit, then using that experience to build familiarity, word of mouth and repeat business.
Strategy
Experiential Brand Marketing
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Six-event Backyard BBQ series
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Live music and community entertainment
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Broadcast promotion across KINK FM
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Artist partnerships and event integration
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Social and digital storytelling
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Photography and video content
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Catering integrated into the guest experience
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Consistent messaging across on-air, digital and live touchpoints
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The campaign turned traditional restaurant advertising into something audiences could experience firsthand, giving people a reason to visit while creating content and stories that extended well beyond each event.
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Execution
Working closely with Golden Valley leadership, I developed the Backyard BBQ concept around the client's business goals and coordinated six events combining food, craft beer, catering, live music and community engagement.
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I helped lead the campaign from strategy through execution, including broadcast promotion, artist partnerships, event production, photography, social content and supporting advertising. Catering was intentionally incorporated into the experience so guests could discover another part of the business naturally while enjoying the event.
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Each Backyard BBQ also created new material for social and digital storytelling, extending the campaign beyond the people who attended and keeping Golden Valley visible between events.​
Results
20% Increase in Restaurant Traffic
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Increased restaurant traffic by 20%
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Generated sustained growth in catering inquiries
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Strengthened local brand awareness and community engagement
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Created repeatable experiences that generated both in-person participation and shareable content
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Developed a long-term marketing partnership grounded in measurable business results
Key Takeaway
A strong local brand gives people a reason to come once and an experience that makes them want to return.
This campaign showed me how powerful experiential marketing can be when it is tied directly to a business goal. By giving audiences a genuine opportunity to experience Golden Valley's food, hospitality and personality, the campaign created value beyond impressions or exposure. It helped turn awareness into visits, visits into relationships and relationships into repeat business.
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That connection between brand experience and customer behavior continues to shape how I approach experiential marketing today.