Issue/Solution: CIDER FEST at Silverton

Situation: With the proven financial success of our winter (BAD ELF) and spring (Mad Hatters) pop-ups, we recognized an opportunity to activate the Shady Grove Lounge during the late summer and early fall transition. We needed a fresh, seasonal concept that would maintain our momentum and give locals a compelling reason to visit before the traditional holiday rush began.

Task: My objective was to conceptualize and market "CIDER FEST," transforming a standard casino lounge into a rustic, cozy destination. The goal was to drive incremental F&B revenue by capitalizing on the rising trend of craft ciders and seasonal flavor profiles, creating yet another highly shareable, must-visit local experience.

Action: Working in tandem with the beverage team, we pivoted the Shady Grove Lounge into a fully immersive, rustic retreat. We designed a beverage-forward strategy featuring flights of crisp ciders on draft—such as Mango, Pear, Pineapple, and Blueberry—alongside thematic, high-margin cocktails like a Caramel Apple Martini and a Pecan Pie Old Fashioned. I launched a targeted PR and geo-fenced digital marketing campaign to promote this seasonal escape, focusing heavily on the highly photogenic tasting flights and cozy aesthetic to drive local engagement and mid-week foot traffic.

Result: CIDER FEST successfully bridged our seasonal calendar and proved so popular that it has now returned for its third year. The activation significantly boosted beverage sales at the lounge, attracted a new demographic of craft beverage enthusiasts, and firmly established Silverton's pop-up bar strategy as a sustainable, year-round revenue-generating powerhouse.