Dave & Buster's

Situation

Dave & Buster's opened its first Western New York location in 2005. Travers Collins & Company was charged with creating a buzz for the grand opening. The mission? Garner media attention and pack the VIP preview event with more than a thousand movers and shakers. The opening date was October 5, which gave us roughly four months to create excitement and compile a VIP list for a memorable grand opening.

Execution

Using a variety of databases for business and community organizations, we created lists of local influencers for the VIP party. We coordinated a partnership with the American Red Cross, utilized email and street teams, and distributed a unique invitation to our Media Day. The invitation was a press pass, giving media representatives access to the real Dave and Buster who flew into Buffalo to celebrate. A month prior to the event, 2,000 invitations were sent out. And four days before the event, we were overbooked.

Results

Being up against the Buffalo Sabres' home opener didn't stop Travers Collins from securing a packed house. By the time the ribbon was cut, a long line had formed that extended into the parking lot. We exceeded party expectations and the opening garnered countless positive media stories. The restaurant also booked 19 corporate parties that night. Plus, the buzz from the opening had staying power. In the months following the grand opening, Dave & Buster's averaged a two-hour wait for tables. By every standard, Dave & Buster's had won the hearts and stomachs of Western New Yorkers.