Challenge: Increase specialty cocktail sales and drive attendance during non-peak hours with a program targeting women through passion points of beauty and fashion.

Solution:  ROOF Runway, a series of live shows over the fire-pits at dusk, highlighting specific light and refreshing cocktails such as the French 27, preferred by female customers.  Programming between peak after-work and nightclub day parts.

Results:  Though minimal digital promotion, ROOF received over 7,000 Facebook RSVPS (capacity: 350) within three days.  The popularity of these events has led to the development of a bimonthly series in 2012 and a partnership with Factor Models to provide talent and Pernod Ricard to curate event-specific cocktails that compliment each designer/boutique - e.g. Malibu Rum based cocktail for swimwear, Whiskey-based cocktail for menswear.  The first ROOF Runway 2012 was featured on the front page of The Chicago Tribune digital site and theWit was named "Models Choice" hotel in Elle magazine (June, 2012).