Opening a venue with multiple “experiences” inside was a fun challenge on social media. Use of the platform’s built-in tools and consideration of our audience’s “social media journey” was key in utilizing the Instagram story highlights as a way to get information out and share what each experience includes and what the audience can expect when they visit.

I created the strategy for these highlights with the graphic designer creating the cover slides with the names of each area. I partnered with the social media specialist to art direct the photos and then I created all of the copy overlayed on each slide.

Category 10 opened with a “First Look” weekend in fall of 2024. The first night was closed to the public, with Luke’s fan club attending. The rest of the weekend was the public opening. My “first look” strategy was mapped out with everything from informational graphics that let people know what to expect when, surprise and delights for fans on Broadway and in line waiting to get in, and exclusive content on the Category 10 social channels that created excitement, raised awareness that the venue is open, and drove in-the-moment and future intent to visit.

“The Big Kickoff” Grand Opening weekend in 2024 featured a performance from Luke Combs and the larger opening of the venue. My Grand Opening social media strategy combined information for fans about when and how to visit, and a comprehensive social media approach featuring giveaways, surprise and delights, Luke Combs performance content and a behind the scenes look at the opening.