Concept Launch, Experiential Strategy & PR for Philly's First Board Game Cafe, Thirsty Dice
About the Client:
Thirsty Dice was created by former management consultant and board game aficionado, Matt Hendricks. Philly’s very first board game cafe is located on 17th and Fairmount, and features a library of over 800 games; trained, expert ‘gametenders’ to guide the guest experience; and a comfort-food inspired menu featuring local favorites Herman’s Coffee, Bassett’s ice cream and more.
Prior to opening, Thirsty Dice partnered with Evil Genius Brewing Company for a series of pop-up board game nights, which earned them a Best of Philly 2018 Award from Philadelphia Magazine. Herman’s Coffee, the venue’s coffee partner, is also a Best of Philly 2018 Winner.
About the Project
Thirsty Dice’s founder, Matt Hendricks, and Beth began their discussion on Instagram, and scheduled an initial phone call to see if the partnership would be a fit. The venue was in need of a marketing and public relations consultant, who would introduce the concept to the Philadelphia market using a series of unique partnerships and earned media.
Approximately a month later, Beth signed for a three-month contract and began working with the venue’s General Manager, and Social Media consultant, on an overall strategy for the duration of the project.
Primary: Experiential Marketing & Public Relations
Secondary: Hospitality Consulting, Branding, Social Media
Processes:
Initially, Beth worked with Thirsty Dice’s owner, General Manager, and Social Media consultant to develop a 90-day strategic marketing plan, incorporating partnerships in the hospitality industry and Philadelphia’s premiere summer events.
Beginning with the pop-up Board Game Night experience at Evil Genius Brewing Company, Beth immersed herself in the brand’s culture and began outreach to local partners. From the Greater Philadelphia Hotel Association and the Philadelphia Convention and Visitors Bureau, to the Franklin Institute and Fairmount Business Association, Beth’s focus was to ensure that the neighborhood and City alike were anticipating the venue opening.
Thirsty Dice was welcomed to develop an activation at the Franklin Institute’s Science After Hours, a three-hour, adults-only evening event with a different theme each month. The pop-up was a tremendous success, and the partnership continued beyond the venue opening.
In August of 2018, Thirsty Dice was awarded a Best of Philly Award by Philadelphia Magazine, for Best Pop-Up Board Game Night. Beth attended the event with Matt Hendricks, networking on behalf of the venue and introducing Matt to key players in the city.
Perhaps the largest partnership that Beth secured, Thirsty Dice was offered a coveted activation opportunity at Diner en Blanc, the most exclusive event of the summer. To bring the concept to life prior to opening, Beth and the team decided to bring a backyard Connect Four game, (branded with the signature “Pip & Bones” characters from the Thirsty Dice logo) and a table with over 40 games that attendees were welcomed to play after dinner.
Leading up to the opening, Beth played an integral role in decisions about the overall branding, look and feel of the venue, menus, marketing collateral, social media strategy, special events, and public relations strategy.
Beth also planned and executed the VIP Grand Opening, which invited the who’s-who of Philly to experience the brand new concept for themselves.
Results:
Partnerships with the Greater Philadelphia Hotel Association, the Franklin Institute, and Diner en Blanc.
Activations at Diner en Blanc and Science After Hours.
Successful pre-open events, executed in October of 2018.
Thirsty Dice was featured in the Inquirer, the Philadelphia Business Journal, Billy Penn, the Metro, FYI Philly, several times in Philly Mag, and more.
