GOAL Turn an underperforming night into a high-revenue event and bring a younger demographic into the space.

KEY INSIGHTS

• Tuesday nights were low-performing in foot traffic and sales

• The existing experiences gave guests no reason to come on Tuesday night

• The clientele skewed older with no clear entry point for a younger audience

THE BIG IDEA Redesign the vault around storytelling and atmospheric sound — giving each wine a narrative and building a soundscape that shifted the environment from retail tasting to immersive event.

RESULTS

• $1,000+ generated in a single night.

• Younger demographic entered the space and converted

• Existing clientele retained — elevated experience raised perceived value across the board