NYE Event at 5th & Spring
DTLA's hottest corner delivers a double-barreled New Year's Eve extravaganza.
Onyx Lounge and Aqua Lounge, two of DTLA’s most innovative hot-spots, join together to serve up a sold-out VIP New Year’s Eve event for the Ages.
DOWNTOWN LOS ANGELES – LA’s hottest and trendiest sector in downtown, the Historic Core, is home to popular lounges, Aqua and Onyx. Known for their fantastic food and unparalleled drink menus, Onyx Lounge and Aqua Lounge combine to make up the ever-happening corner of Fifth and Spring at the very heart the Historic Core. And when owner and executive chef of both establishments, David McGrath, was ready to throw this year’s annual NYE party at both lounges, he enlisted Dreamentia Creative Laboratories to help build a buzz and bring in the crowds.
Insert a little background/description about Onyx and Aqua.
New Year’s Eve in Los Angeles is one of the most competitive nights of the year in the service industry. Beautiful and temperate weather along with easy access to neighborhood parties brings in high-yield revenue for local businesses. In order to stand out from the normal crop of NYE events, Aqua and Onyx Lounge needed strategic assistance. Branded as “NYE at Fifth & Spring,” the two lounges included dedicated VIP space with bottle service (plus free food, mixers, and party favors) as well as a private entrance for VIP guests. Before the countdown started, a prix fixe menu was offered that included a chef’s choice dinner and drinks at both spaces. As the party started guests were offered hors d’oeuvres, party favors, and a champagne toast at midnight. Two popular local DJ’s worked the crowds well past midnight.
Moving towards digital advertising for the first time for the NYE event, Dreamentia was able to generate buzz and create consistent online ticket sales through the popular Eventbrite ticketing website as well as using an integrated approach with traditional marketing. Capitalizing on the popularity of the resurgent excitement surrounding the Historic Core and the Downtown LA New Year’s Eve party scene, Dreamentia generated a true win-win situation for both client and agency. Said owner and chef, David McGrath, on the event, “Huge success, so many compliments! [We had] not one complaint!”
Brief David McGrath info/backstory here.
Using a tiered sales system and a combination of timed “urgent release” social media posts, Dreamentia offered an opportunity to appeal to consumers who plan in advance and spontaneous consumers while also managing traditional printed advertising for in-house marketing to Onyx & Aqua Lounges pre-existing customer base.
Didn’t make it to the big party? Don’t worry, because after such a tremendous success with this one, we expect we’ll see you at the next one.
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