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How to Increase Foot Traffic at Hotels & Restaurants With Pop-Up Events

By Laurel Tiedeman Senior Account Manager, Crowe PR | November 2024

In today’s era where consumers seek out experiences above all else, hotels and restaurants are turning to an innovative strategy to generate engagement and boost foot traffic: pop-up events.

These limited-time immersive experiences are a powerful tool to engage customers and bring relevancy to hospitality spaces. A pop-up event is a hyper-themed activation tied to a trend, seasonal observance, pop culture happening or niche interest.

Often featuring themed decor, entertainment and specialty food and beverage menus, these limited-run offerings provide ample opportunity for hotels and restaurants to align themselves with relevant cultural happenings in today’s high-speed trend cycle.

The Appeal of Pop-Up Events: Why They’re Trending

The surge in popularity of pop-up events can be attributed to several key factors. In the digital age, experiences are currency, and pop-up events offer the perfect backdrop for Instagram-worthy moments, catering to both influencers and everyday users seeking shareable content. The hyper-themed, aesthetically pleasing décor, F&B offerings and entertainment of a pop-up event bring the wow-factor that people are looking to capture for social media. This visual appeal translates directly into organic marketing, as attendees eagerly share their experiences online, extending the event’s reach far beyond its physical location.

Following the COVID-19 pandemic, people are hungry for in-person experiences and connections with others who share similar interests. Pop-up events satisfy this desire by creating temporary communities around specific themes or concepts, offering a sense of inclusivity and shared experience that’s particularly appealing in the increasingly digital world. From an animated movie-themed pop-up bar to a holiday-centric restaurant menu, people seek unique experiences where they can surround themselves with individuals who share the same enthusiasm as themselves for things that they care about.

Pop-up events also have the unique ability to attract patrons who might not typically visit a hotel restaurant or bar. By offering something novel and time-limited, these events can draw in members of niche-interest communities, locals, different age groups, or those seeking experiences at different price points. This diversification of clientele can be a game-changer for establishments looking to expand their customer base.

Key Elements and Strategies for Planning a Successful Pop-Up

Creating a pop-up event that drives foot traffic and creates buzz requires careful, advanced planning and execution. The theme of a pop-up can make or break its success. It’s crucial to focus on concepts that are either extremely timely or nostalgic to resonate with audiences. For instance, tying an event to a significant pop culture anniversary or an upcoming movie release can tap into existing excitement and nostalgia, such as the release of Beetlejuice Beetlejuice following the original film’s 35th anniversary.

It’s just as important to avoid themes that are too broad or vague, such as a winter wonderland themed pop-up. This allows for too many ideas and misconceptions of what the theme might look like, inviting patrons to be let down or disappointed when the experience doesn’t meet their expectations. Instead, opt for more specific themes that set clear expectations and allow for creative, focused execution. For example, an 80’s in Aspen themed pop-up, which gives audiences a clear vision of neon, vintage decor and entertainment.

A well-planned and thought-out timeline is key for guaranteeing successful execution, building anticipation and ensuring strong attendance. Beginning the planning process 3-4 months in advance allows ample time for decor preparation, menu development, staff training and marketing strategizing. Staff should be trained to engage with the concept, potentially including themed costumes or roles. Creating interactive elements to engage attendees with staff encourages guest participation and social media sharing. For hotels, consider planning and offering guest packages or in-room amenity offerings to include visitors as well as locals.

On the marketing side, creating a strategic announcement timeline that includes a media and influencer sneak peek preview prior to the official opening can be extremely beneficial. Inviting local media and influencers a week before opening encourages organic coverage while giving the public plenty of time to plan their visits and book reservations. Focusing on securing an exclusive with an impactful local media outlet, particularly broadcast media, can also be advantageous as pop-ups are highly visual and translate well to TV. Gradually teasing details of the event on social media can also help build excitement.

The true success of a pop-up event often lies in its immersive nature. Pop-ups can fall flat when a fully immersive space is not invested in. This means paying attention to every aspect of the experience, from the decor to the greeting line given by staff at the front door. Investing in high-quality, accurately themed decor transforms the space. Developing a specially curated and themed menu, different from the usual offerings, can further improve the immersive nature of the experience, tapping into all five senses.

Maximizing Impact Through Partnerships and Social Media

Partnering with local businesses can help amplify the reach and impact of pop-up events, adding unique elements while also tapping into pre-existing customer bases. Local business partnerships can extend past food and beverage offerings to interactive experiences or entertainment. For example, a California-based hard kombucha brand leveraged local musicians and a tattoo artist to perform and offer limited-edition, brand-inspired tattoos at their “surf rock” inspired anniversary pop-up party. The brand tapped into a unique way of fostering a stronger sense of community and enhancing the guest experience at the event.

Hosting a sneak peek event for local influencers can generate significant buzz before a pop-up opens to the public. Providing them exclusive access, behind-the-scenes looks and opportunities to sample the offerings can encourage posting to social media. Their posts and stories can create anticipation amongst their followers and further drive bookings.

It’s vital for pop-ups to be designed with social media in mind, specifically. Create visually striking setups, one-of-a-kind food and drink presentations and interactive elements that beg to be photographed and shared. The importance of experiences being so visual cannot be overstated – it’s crucial for the pop-up to translate well to social media. Guests should also be encouraged to share their experiences and engage with the hotel or restaurant online. This can be inspired by creating designated photo spots or offering incentives for tagging the venue in posts. This user-generated content not only extends the reach of a pop-up event, increasing awareness, but also provides authentic endorsements of the experience.

Measuring Success and Turning Attendees into Repeat Customers

While pop-ups are temporary by nature, their impact on a business can be long-lasting if leveraged correctly. The success of a pop-up event can be measured through various metrics such as ticket sales or reservations, revenue generation, social media mentions and sentiment, media coverage and increased foot traffic in comparison to normal operations.

Analyzing the data collected during the pop-up can provide insights into customer preferences and behaviors. This information can be invaluable for refining a venue’s regular offerings and planning future events. Remember that the true measure of a pop-up’s success extends beyond its duration – it’s about creating a lasting impression that keeps guests coming back long after the event has ended.

The goal is to turn pop-up attendees into long-term, return customers. It’s vital to ensure that pop-up offerings, while unique, still align with a venue’s regular menu and brand identity. While theme is important, it’s just as critical to lean into a restaurant’s branding and truth to avoid confusing potential return customers. Pop-up events can be used as an opportunity to highlight a hotel or restaurant’s strengths and regular offerings in a fun, engaging way. To encourage return visits, attendees’ contact information can be collected with permission for future marketing efforts. Offering incentives for pop-up attendees to return during regular operations, such as a discount code for a future visit, can encourage continued foot traffic.

Overcoming Challenges in Pop-Up Event Organization

While pop-ups offer exciting opportunities for hospitality businesses to increase engagement, they also come with unique challenges. One of the main faults to be cautious of is the use of pop culture references or themes. Copyright issues can arise from something as small as a menu item name or decor element. When in doubt, consult with a legal professional to avoid infringing on any copyrights at the risk of the success of your event.

Pop-up events often require additional staffing and can be more labor-intensive than regular operations, so ensuring there are enough trained staff to handle the increased workload and maintain service quality is key. For example, mixing hyper-themed cocktails with many ingredients and garnishes takes exponentially more time than a simple, classic cocktail. It’s important to hire additional staff, if needed, and take the time to train each member to ensure the quality of the event.

Despite the room for creativity in planning a pop-up event, it’s important to maintain brand consistency. Aligning normal offerings with cultural happenings can help the pop-up feel more like an extension of the brand, rather than a departure from it. This allows return customers to know what to expect and equally enjoy a repeat experience post-event.

The Long-Term Benefits of Pop-Up Events for Hotels and Restaurants

Investing in pop-up events can yield significant long-term benefits for hotels and restaurants by boosting foot traffic and revenue. They offer a unique opportunity to showcase brand personality and creativity, positioning an establishment as innovative and in-tune with current trends. This can attract media attention, social media coverage and significant word-of-mouth buzz. Catering to niche interests and nostalgia can help build a more diverse return customer base by attracting patrons who might not typically visit a hotel bar or restaurant. This exposure can lead to long-term growth in regular customer base.

Pop-ups can also be leveraged as a low-risk way to test new menu items or service concepts, as the temporary nature of the events allow for gathering valuable feedback without committing to permanent changes. The data and insights gathered from events can be used in long-term business strategy, aiding more informed decision-making about menu offerings, market approaches and customer engagement tactics.

As trends continue to evolve rapidly, pop-up events provide a flexible, exciting way for hotels and restaurants to stay relevant and appealing. By investing in these immersive experiences, hospitality businesses can align themselves with cultural moments, test new concepts and ultimately create the kind of unique, shareworthy experiences that today’s consumers crave. The key lies in thoughtful planning, attention to detail, and a willingness to think outside the box – or in this case, outside the traditional dining room.

Ms. Tiedeman

As a Senior Account Manager at Crowe PR, Laurel Tiedeman plays a key role in providing strategic media counsel to clients, leading campaign development, supporting media outreach initiatives and brainstorming big ideas. Ms. Tiedeman has years of experience in writing, editing and cultivating creativity across various industries, including hospitality, education and technology. Prior to her role at Crowe PR, she served as a Marketing and Events Intern at the Kansas City Power & Light District, where she was responsible for creating and implementing social media campaigns, pitching unique event ideas and creating materials for event sponsors, including Ford, Miller Lite, Uber, Coors Light and Monster Energy. She also served as a Communication Consultant at the Iowa State University Writing & Media Center and a Communications Intern at the Iowa State University College of Engineering. A Midwest native, Ms. Tiedeman holds a bachelor's degree in public relations with a minor in event management from Iowa State University.

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12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.