CHALLENGE

The Georgia Theatre is a well-established concert venue, both in Athens and the Southeast, but its Rooftop restaurant lacked the same recognition. Young professionals viewed Rooftop as a stop along the way, to concerts or a night downtown. We saw an opportunity to change this perception of Rooftop, from a pitstop to an destination. The two obstacles to this change: a lack of differentiation between Rooftop and the Georgia Theatre, and a weak sense of loyalty between Rooftop and its customers.

Our first step: rebrand Rooftop, separate from the Georgia Theatre.

Our next step: engage with our audience, to create loyal relationships.