“Reignite the Reef: A Community Reopening Event for Pelicans Reef”
Strategic event proposal and community engagement initiative

Project overview:

*Event has not happened yet*

May of 2023, Pelicans Reef experienced a fire in the downstairs portion of the restaurant, destroying the Key West-inspired aesthetic. In Response to this fire, I developed and organized a reopening event designed to gather loyal customers to help restore the restaurant’s Key West Aesthetic. The event invites the Anderson community to donate tropical-themed decorations in exchange for free burgers and domestic beer. The goal of the event is to bring support to the restaurant’s relaunch and make our loyal customers feel a sense of belonging. Having customer participation in this relaunch will create a relaxed and welcoming identity for Pelicans Reef.

Event Purpose: To restore the Key West vibes to the restaurant, while including customers and ensuring customer loyalty.

Audience: Regular customers of the Reef and community members who are emotionally connected and have been coming to the Reef for years.

Incentive: Guests will receive a free burger and beer for donating decorations that fit the restaurant’s Key West vibe.

Promotion: word-of-mouth, social media posts on our Facebook wall, and an email chain to our signed-up customers.

Atmosphere: A laid-back vibe with fun music and entertainment. Pictures and storytelling will be encouraged to embrace the community that supports us.

Reflection: Even though this event hasn’t happened yet, planning the project has allowed me to apply real-world event planning and promotional communication skills. I was able to utilize my experience in coursework in communication and public relations, like audience engagement, message framing, and brand storytelling, to coordinate this future event. Creating this concept from the ground up has given me a better understanding of strategic communication when planning events.