Embracing the Community at Curacao’s Chula Vista Grand Opening Fiesta
Category: Strategic Communications | Communications/Public Relations | 128c. Special Event
About Project
Curacao hosted a star-studded grand opening festival to celebrate their newest store opening in Chula Vista, California. The all-day celebration included stunning blockbuster bargains, a spectacular entertainment program, and a display of their valued partnerships and robust community connections.
Economic factors were considered, such as the impact of new job creation and local investment. With the introduction of Curacao, it is estimated that over 150 new jobs will be generated, contributing significantly to the local economy. Additionally, the store’s commitment to community initiatives and partnerships with local organizations highlights its dedication to supporting the area’s social fabric.
The economic, cultural, and social dynamics of Chula Vista reiterated a strong alignment with Curacao’s corporate mandate to empower and support communities where their stores are located. This comprehensive approach ensured that the strategy to expand into Chula Vista was well-informed, culturally sensitive, and strategically targeted to maximize positive exposure, profitability, and engagement.
The grand opening event was not just a celebration but also a strategic move to generate exposure and media attention. It was an opportunity to introduce Curacao’s exciting brand to the community and to emphasize the benefits, value, and impact that Curacao’s new storefront will bring to the local area.
Goals
The campaign's primary objectives were to drive awareness and attention to the store opening event, secure significant media coverage, generate broad community awareness, and draw attendees to the grand opening celebration. By achieving these measurable goals, the campaign sought to generate excitement and emphasize the importance of Curacao entering the community for the first time, positioning the store as a valuable partner in the Chula Vista area.
Open to the public, the Chula Vista grand opening event featured exclusive discounted items, live entertainment, a captivating fashion show, free concerts by several recording artists, a celebrity appearance by Mario Lopez, and a new car giveaway.
A separate ribbon-cutting ceremony organized exclusively for journalists included speeches and remarks by Curacao executives, local dignitaries – including the mayor of Chula Vista – and a preview tour of the newly built store at the Chula Vista Center.
Challenges
The event challenges included:
• Managing logistics and crowd control, as the new store layout in the shopping center was complex.
• Outreach strategies for a wide range of print, digital and TV media outlets.
• Evaluating reach and digital engagement.
• Maintaining the distinction between the retailer and the PR agency.
Results
We garnered 24 original placements online, in print, blogs, digital outlets, and broadcast media. Not only was this more than double our goal of 10 placements, but it also far surpassed our initial goal of a combined 800,000 online readership, drawing a staggering 6.89 million views and amplifying Curacao to an expansive audience. Our media outreach efforts saw tangible success with reputable outlets such as the San Diego Union-Tribune, Hoodline San Diego, Fox 4 San Diego, The Chula Vista Star-News, and Hispanos Unidos covering the events.
The event drew an impressive 10,092 visitors to the store, marking a significant 38% increase in foot traffic compared to previous opening day traffic at other Curacao store locations. This substantial increase is a testament to the success of our event planning and marketing efforts.
We partnered with the Chula Vista Chamber of Commerce and utilized their resources to connect with the mayor’s office and several city council members. This collaboration led to their support, participation, and public remarks during the ribbon cutting. The involvement of these local dignitaries and civic leaders added significant credibility and support to the event, showcasing Curacao’s commitment to being an integral part of the local economy and community.
