Denver Central Market

Case Study: Denver Central Market

Client: Denver Central Market
Services: Public Relations, Social Media
Industry: Hospitality
Website: www.denvercentralmarket.com

Sprocket was enlisted to bring residents and tourists alike into Denver Central Market, driving awareness and sales to the market and restaurant space. Well-versed in how to build buzz for restaurant and hospitality concepts, Sprocket utilized both traditional tactics, including media outreach and pre-opening media events, and influencer-oriented events and social media content.

Challenge

The restaurant and hospitality scene in Denver is increasingly competitive, and there are several popular market-like concepts in Denver. Sprocket was tasked with highlighting DCM’s differentiators—including a mix of to-go food, dine-in options, and grocery items, all from well-known Denver restaurateurs—to establish Denver Central Market as a culinary destination.

Solution

For PR, Sprocket pitched all relevant Denver media, tying in each reporter’s beat (business, culinary, style) in the pitch. As part of its pre-opening events, Sprocket initiated a very interactive media preview, opening up the expansive market to reporters to let them explore it, learn about it, and taste all the bites in their own way.

Leading up to and since the opening, Sprocket’s social team has leveraged the popularity of Instagram Stories to capture live footage of the day-to-day at DCM. That, paired with quality Instagram and Facebook content, gives viewers a sense of the space and encourages them to come in to try the concept for themselves.

Results

Sprocket’s media outreach tactics worked: the agency garnered nearly fifty pieces of coverage within months, including hits in all relevant local publications (5280 Magazine, Westword, the Denver Post, and more). Denver Central Market was also mentioned in Vogue, Food & Wine, Bloomberg and the New York Times—quite a feat considering the popularity in market concepts across the country.

DCM’s social media strategy has paid off, too: on Instagram, 2,735 users follow along, and the brand’s Facebook page has upwards of 4,500 followers five months after opening. That’s all without spending a dollar on social ads, even as Facebook is increasingly pay-to-play.