Boosting foot traffic and reservations for Park City restaurants

Challenge

The Park City Area Restaurant Association (PCARA) encountered two significant challenges: building brand awareness and attracting new restaurant patrons, encompassing both Park City visitors and locals. To address these challenges, the association partnered with the Sky team, and we developed a digital strategy to conquer these challenges – which included three measurable objectives:

1. Increase phone calls
2. Drive qualified website traffic
3. Boost restaurant reservations

Solution

Our Sky team designed a full-funnel digital marketing campaign, which included the following channels: display advertising, mobile geo-fencing (i.e., device ID targeting), social media, streaming TV (OOT), and search engine marketing (SEM). We focused our efforts on converting Park City visitors (as well as locals) in real-time. To accomplish this, we targeted Park City ski resorts, restaurants, bars, event venues, and 5-star hotels—all within Summit County and Salt Lake County. Our target audience profiling also included 2nd and 3rd-time home buyers, people traveling to Park City, and individuals interested in food, wine, and entertainment. And among our strategic SEM bids was people already searching for places to eat and things to do in Park City.

With location-based targeting (also referred to as mobile geo-fencing), we successfully reached Park City visitors and locals—people who visited various event venues, ski resorts, 5-star hotels, restaurants, country clubs, and bars. We utilized device ID tracking to monitor foot traffic into PCARA’s restaurants as a result of our campaign.

The campaign’s success was sweet (pun intended!). Restaurant website traffic, restaurant reservations, and restaurant foot traffic all increased. The Park City Area Restaurant Association saw a staggering 130,000 restaurant visits, as well as a 48% increase in year-over-year (YOY) customers.

Full-funnel tactics

• Programmatic Display
• Geo-Fencing
• Social Media
• Streaming TV
• Search Engine Marketing (SEM)