Case study 06 · Hospitality
Eddy G Hospitality Group
A well-known Latin nightlife group was losing the crowd to whatever was new. James built an event engine across five venues: $7.5M in revenue from a $1M budget.
- Client
- Latin nightlife and entertainment group, five venues
- Role
- James Robinson, Marketing Director · 2016–2024
- The work
- Events and concerts, online ticketing, paid social, local promotion
The situation
Eddy G ran five Latin nightlife and entertainment venues, including BarCode in Elizabeth, New Jersey. The name was known. But nightlife runs on what's new, and the marketing was built for an older way of finding a night out.
The crowd was making plans on their phones. The venues weren't showing up there in a way that made anyone choose them over the new place down the street.
What was at stake
An empty Saturday never comes back. The rent, the staff, and the DJ get paid either way.
What James did
- 01Built the calendar around big nights: headline artists, cash-prize contests, and holiday series like Halloween through Día de los Muertos.
- 02Sold tickets online for the big events, so each night had a number before the doors opened.
- 03Ran Facebook, Instagram, and TikTok campaigns built for the phone, with promotions shaped to each venue's neighborhood instead of one campaign for all five.
What changed
The proof
The lesson
Don't sell the venue. Sell the night. Nobody buys a bar. They buy Saturday with their friends, and a ticket turns a maybe into a plan.
Full nights start with every reservation call answered.
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