Challenge
Graton Resort & Casino, owned and operated by Federated Indians of Graton Rancheria, is dedicated to providing great entertainment and amenities to guests of their casino, restaurants, hotel and event space. Graton added Oakland’s popular BBQ destination, Everett & Jones (E&J), to its dining offerings, allowing North Bay BBQ lovers to enjoy E&J’s signature homemade beef links and pork ribs. The resort wanted to make a “big splash” and welcome E&J into the Graton family while supporting the E&J brand and staying true to their shared mission of helping the community.
Strategy
As agency-of-record for both Federated Indians of Graton Rancheria and Graton Resort & Casino, Landis was in the enviable position of understanding the mission and goals of all involved. After initial meet-and-greets with the family that owns Everett & Jones, we developed a media and partnership strategy to satisfy both mission-driven and foodie-driven needs for the restaurant’s success.
Tactics
As part of the restaurant build-out, Everett & Jones seasoned their new BBQ pit for 30 days prior to opening. Each evening, they donated food cooked on those to local non-profit organizations, homeless housing, first responders and food distribution centers via Redwood Empire Food Bank. E&J also donated food for celebratory meals for staff at non-profits as a way of showcasing their mission to “help the helpers.” Landis coordinated the partnerships with these groups and facilitated food distribution.
Landis hosted a private poolside influencer and media event at the resort to showcase E&J’s menu and begin word-of-mouth marketing. Media from all over the Bay Area attended, including the local NPR station, Instagram influencers and Sonoma Magazine.
Finally, Landis supported a wide-scale media blitz, telling the story of Everett & Jones and the Cotton family throughout Bay Area media with a special emphasis on food media and BBQ-specific outlets.
Results
The Everett & Jones opening was a smash success with media coverage everywhere from The San Francisco Chronicle, Press Democrat and Marin IJ to Eater, KTVU, KGO, KSRO and influencer accounts ChelseaPearl, Albert Lin and KatwalkSF, to name a few. View Graton media coverage here.