Challenge
Chicago winters and late-springs were eroding profits of ROOF, the dramatic, mostly outdoor 7,000-square-foot lounge on the 27 th floor of theWit Hotel. At the same time, two competitive venues opened and were stealing market share from desired audiences in—and visiting—the area.
Chicago winters and late-springs were eroding profits of ROOF, the dramatic, mostly outdoor 7,000-square-foot lounge on the 27 th floor of theWit Hotel. At the same time, two competitive venues opened and were stealing market share from desired audiences in—and visiting—the area.
Solution
Evolve the structural nature of ROOF with a retractable, all-glass enclosure with a water tight seal so guests can enjoy the retractable views rain or shine, all year long. Add a dramatic LED light system, an elevated DJ booth and a 12-foot digital screen for projection and video dj-ing capabilities. Capture the dramatic operation which involved helicopters and cranes in a teaser video to deploy to key media and influencers in advance of a “reveal” event and treat it like a Grand Opening.
Results:
Every major media on-site at the ROOF Reveal including ABC, CBS, ESPN, NBC, WGN, Urban Daddy, CS, Hotel Chatter, USA Today, Chicago Tribune, Harpo Studios, Thrillist, Daily Candy and various other outlets and influencers. ROOF has been setting food and beverage sales records nightly and receiving constant coverage in the media. Further, ROOF has been able to attract higher-caliber entertainment with its renovations and will continue to offer a robust promotional calendar to sustain buzz as the “#1 Nightclub in Chicago.” (Nightclub & Bar, 2012)
