What Does a Grand Opening Entail?
A grand opening event is a special occasion to celebrate the launch of a new business. Whether a small, local store opening its first brick-and-mortar location or a large, nationwide chain opening up its 30th franchise, grand openings are a great way to increase awareness and introduce yourself to the neighborhood. These events typically include a ribbon-cutting ceremony, guest speakers or special guests, live entertainment, product demonstrations, free samples, and interactive activities for guests.
5 Tips to Create a Newsworthy Grand Opening
I’ve done a variety of grand openings throughout my PR career, from restaurants and breweries to jewelry stores and coworking spaces. Since there’s no one-size-fits-all solution for making your grand opening newsworthy, here are the five things I’ve learned along the way that can increase newsworthiness.
1. It’s never too early to get the word out
The minimum runway for a grand opening at Segal Communications is six weeks, but I’ve found that two months is the perfect amount of time. Even if you don’t have a set open date, it’s better to have something on people’s calendars sooner rather than later. Especially if you are opening during the summer or around the holidays, get a save-the-date or initial press release out as quickly as possible. You can use phrases like “Coming June 2023” or “Opening this Fall” if the event date is tentative.
2. Reach out to target media well ahead of the opening
Piggybacking on the first tip in that it’s never too early to get the word out, give the media the courtesy of telling them about the opening once the lease is signed. Yes, even if it’s still a year away from opening because most reporters have their assignments planned out well in advance. You can start by sending a general pitch introducing yourself and seeing if they’d be interested in keeping in touch closer to opening or receiving updates along the way. They’ll find out about the opening sooner or later so it’s best the news comes from you. Plus, then they have you as a point of contact moving forward.
3. Leverage the local Chamber of Commerce
The Chamber of Commerce has a strong presence in promoting and supporting the local business community. Joining the Chamber should be the first step in organizing any grand opening if the business is not already a member. Based on my experience, Chambers can help promote your event through their membership network, including newsletters, event listings, and social media platforms.
Chambers of Commerce often work closely with local government officials and city development groups, so partnering with them can also get elected officials and local notables to your event — wherever the Mayor is going is always newsworthy! Plus, in my experience, most officials are happy to say a few words at the event, so don’t be afraid to ask.
4. Invite Influencers
Social media is one of the main mediums people use to get information about events and new things happening in their community. Inviting influencers to the grand opening event is a great way to generate buzz post-opening and reach new customers. Remember that if you invite them to the event and ask them to post about it, you should offer them something in exchange, like a comped meal, gift card, or monetary compensation. More on working with influencers can be found here.
5. Plan a memorable event
If you’re a restaurant, free food could be enough to get people in the door, but you’ll want to consider incorporating unique experiences, interactive elements, or special guests to make your grand opening not only attractive to invitees but a memorable experience. Whether it’s live entertainment, product demonstrations, door giveaways, a contest, or an Instagram photo op, ensure engaging activities are in place to leave lasting impressions.
Pro Tip: Consider hiring an event planner to work with your PR agency. PR services do not include event planning responsibilities, but having the two work together can lead to utter success!
Segal Communications can help you navigate your grand opening. Reach us at info@segalcommunications.com to learn more about our event capabilities and services.