The Epicurean Hotel
Tampa Grand Opening
Challenge
Epicurean Hotel was the first newly constructed property in the United States to join Marriott's Autograph Collection. Entering a competitive luxury market, the culinary-driven boutique required a launch strategy that would establish immediate national credibility while reinforcing its "awaken appetites unknown” brand identity.
Strategy
We developed a phased grand opening program anchored by immersive guest and media experiences. Leisure guests participated in a curated launch weekend, while select national media attended tailored preview events. Pre-opening outreach built anticipation well before doors opened, and continued follow-up ensured the hotel remained part of the national conversation long after opening day.
Impact
In the six months leading up to opening, 165 placements were secured, followed by 163 additional stories in the first five months post-launch. Coverage appeared in The New York Times, The TODAY Show, and Condé Nast Traveler, generating more than 76 million impressions. The hotel was named Marriott International's "Opening of the Year, "establishing immediate authority in the luxury hospitality space.